STRATEGIES AND IDEAS
MICHIGAN MAIN STREET
ECONOMIC RECOVERY ACTION PLAN
PROMOTION
Feel-good messaging and fun small-scale events and entertainment are part of the mix to welcome customers back, support businesses, and celebrate community.
PROMOTION | STRATEGIES AND IDEAS
MARKETING AND ADVERTISING
Deploy a comprehensive marketing and advertising campaign
A. Deploy feel-good marketing and advertising
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Develop and deploy feel-good institutional marketing and comprehensive advertising campaigns highlighting the importance of hometown, local businesses, measures to safely welcome back customers, etc.
B. Update and maintain directories
- Provide an easy way for businesses to provide information to keep district directories and apps up-to-date with current business hours, customer-convenience services offered, etc.
- Create a virtual shopping guide to promote online shopping in the district.
C. Say something positive
- Use sandwich boards, storefront treatments, banners, sidewalk stencils, etc. to animate the stroll and convey positive messages.
D. Promote local tourism opportunities
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Promote self-guided walking tours of district sites, attractions, etc. and develop suggested itineraries for day-trippers and stay-cationers.
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For those who may still be hesitant to venture out, consider offering a narrated virtual tour – possibly as a teaser until they’re ready to emerge – and that residents and prospective visitors can enjoy on their own time at home or in small group settings.
E. Illustrate the experience
- Gather and use images and testimonials to promote positive district experiences and accolades in this season of change and recovery, and as a means of enhancing comfort levels and promoting special customer accommodations, services and perks.
EVENTS
Rethink existing events and explore ideas for smaller events
A. Develop strategies to assess existing events and ensure public health and safety are the top priority
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Assess all existing events to determine which events will continue and which will have to be postponed or cancelled.
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Survey the community to gauge their level of comfort in returning to downtown for events and shopping.
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Think about how to host events within the district, abiding by social distancing guidelines.
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Work with community partners and stakeholders to coordinate their events in downtown with public health and safety as the top priority.
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Develop positive messaging to explain any event cancellations that may have to occur.
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Work with event sponsors to determine appropriate ways to pivot their funding for additional district recovery efforts.
B. Introduce small-scale entertainment
- Small scale entertainment might include busker platforms, street performers, and solo and two-piece musical acts performing live in the district.
- Smaller-scaled entertainment, centered in spaces large enough to accommodate social distancing, can help signal the district is open for business and provide a compelling reason for residents to re-emerge, stroll, and find a new comfort zone in the district.
- Live stream performances to help reassure those still hesitant to venture out that the district is open for business, and to show attendees enjoying its comforts.
Coretta Scott King said, ‘The greatness of a community is most accurately measured by the compassionate actions of its members.’ I have always been proud to say I am a third-generation Salinian, and volunteering with Main Street and people from all backgrounds with the common goal to make downtown a better place, that’s when I felt like a true part of this community.
Jill Durnen
President, Saline Main Street Board of Directors
Saline, Michigan
STRATEGIES AND IDEAS FOR BUSINESSES
STRATEGIES AND IDEAS FOR COMMUNITY LEADERS AND ORGANIZATIONS
Michigan Main Street is a lead member of the growing Reopen Main Street community.
We've joined forces to help small businesses, community leaders and organizations advance COVID-19 recovery efforts and journey with confidence into a New Reality.
Get in Touch
Michigan Main Street
Michigan Economic Development Corporation
300 N. Washington Sq.
Lansing, Michigan 48913 USA
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PROJECT PARTNERS
