Carefree Truth
Issue #649, May 28, 2018
Councilwoman Cheryl Kroyer began her presentation of the Marketing Strategic Plan and tentative calendar by saying, "There's a lot of collective experience that is in this presentation, and an interesting fact that we discovered this week is between the Mayor, Gina and myself, we have over 93 years of professional marketing experience. But that said, Gina is the real architect of this plan. In the past 3+ years that she's been here, Gina has developed signature events that have gotten us a lot of exposure. She's brought tourists up here by the droves, and through these events she's helped contribute to the economic development. So, I just wanted to say that she's really the brains behind our operation and she's done an amazing job."
Ms. Kroyer than began the presentation. Attraction and retention are the keys to success. Carefree wants to attract new businesses, more visitors, new ideas, new owners, and more money. The Town wants to retain residents, existing businesses, an outdoor lifestyle, the charming essence of the town, health and wellness programs, the sense of community and the natural beauty of the area. Marketing allows Carefree to control and build our brand and attract visitors to our town, our stores and our restaurants. Attracting new businesses would give the town more vitality.
The Town marketing strategy is to cultivate the brand by promoting health & wellness programs, the arts community, culinary events, civic involvement, unique experiences and the Sonoran Desert beauty. Events will be built that compliment current businesses and attain free media coverage. The Town will continue with the cost recovery model and will attempt to expand local business involvement.
A larger ripple effect will be created through communications utilizing digital marketing growth, with print media complimenting digital media. Partnerships with local outlets will be pursued.
This course of action has helped establish and clarify the Carefree brand and has been a factor in economic development. It has generated traffic and interest for local businesses, provided support for our local non profits, increased tourism, and generated free international, national and local media attention.
Communication with local businesses has improved. There has been a steady dialogue with town businesses via regular emails and personal visits. Periodic coffees have been held with selected local business leaders. Continuous feedback on the marketing programs has been collected. Local businesses have been encouraged to participate in town events.
Ms. Kroyer presented the 2018/19 recommended events and the ideas under consideration.
Issue #649, May 28, 2018
Councilwoman Cheryl Kroyer began her presentation of the Marketing Strategic Plan and tentative calendar by saying, "There's a lot of collective experience that is in this presentation, and an interesting fact that we discovered this week is between the Mayor, Gina and myself, we have over 93 years of professional marketing experience. But that said, Gina is the real architect of this plan. In the past 3+ years that she's been here, Gina has developed signature events that have gotten us a lot of exposure. She's brought tourists up here by the droves, and through these events she's helped contribute to the economic development. So, I just wanted to say that she's really the brains behind our operation and she's done an amazing job."
Ms. Kroyer than began the presentation. Attraction and retention are the keys to success. Carefree wants to attract new businesses, more visitors, new ideas, new owners, and more money. The Town wants to retain residents, existing businesses, an outdoor lifestyle, the charming essence of the town, health and wellness programs, the sense of community and the natural beauty of the area. Marketing allows Carefree to control and build our brand and attract visitors to our town, our stores and our restaurants. Attracting new businesses would give the town more vitality.
The Town marketing strategy is to cultivate the brand by promoting health & wellness programs, the arts community, culinary events, civic involvement, unique experiences and the Sonoran Desert beauty. Events will be built that compliment current businesses and attain free media coverage. The Town will continue with the cost recovery model and will attempt to expand local business involvement.
A larger ripple effect will be created through communications utilizing digital marketing growth, with print media complimenting digital media. Partnerships with local outlets will be pursued.
This course of action has helped establish and clarify the Carefree brand and has been a factor in economic development. It has generated traffic and interest for local businesses, provided support for our local non profits, increased tourism, and generated free international, national and local media attention.
Communication with local businesses has improved. There has been a steady dialogue with town businesses via regular emails and personal visits. Periodic coffees have been held with selected local business leaders. Continuous feedback on the marketing programs has been collected. Local businesses have been encouraged to participate in town events.
Ms. Kroyer presented the 2018/19 recommended events and the ideas under consideration.
Getting the word out will be accomplished using digital marketing that includes a tourism website www.visitcarefree.com, Google AdWords SEM, SEO, social media, videos, tourism newsletters, email marketing-COINS, a government website and an interactive calendar. Traditional marketing will continue to be utilized via branding, print advertising, traditional PR, design, word of mouth, sponsorships, events, partnerships and free media coverage.
Signature events like the Pumpkin Festival provide opportunities for non-profits and businesses to earn fundraising profits. Over $28,000 went back into community non-profit organizations during the Pumpkin Festival. Those participating were the Caring Corps, Desert Foothills Theater and the YMCA. Participating businesses were Easy Street Galleria/Carefree Consignment, Carefree Coffee Roastery, Bashas', 4C Medical and Venues Cafe.
The cost recovery model utilizes sponsorships, vendor fees and permits, festival sales of merchandise, fees for certain activities, Garden donations and business licences. The forecasted cost recovery for fiscal year 2018/19 is $175,000, bringing the net anticipated marketing investment to $243,400.
https://vimeo.com/271958294
Once the presentation was completed the Council members seemed pleased. Councilman Mike Farrar said many of his previous concerns had been addressed. Councilman Gene Orrico's only complaint was that the sand sculpture was on the calendar for next spring. He said he loves Ray Villafane and loves the Pumpkin Festival, but he hates the sand and knows others who agree. Ms. Kroyer replied that Town Hall had been inundated with calls asking where the sand sculpture was this spring. The feedback received at Town Hall was that people loved it and wanted it back. The events will continue to be fine tuned and finalized, and marketing plans will be communicated to Carefree's business partners.
https://vimeo.com/271614237
Lyn Hitchon
Prepared by Carefree Truth
Visit our website at www.carefreetruth2.com If you know anyone who would like to be added to the Carefree Truth email list, please have them contact me. Feel free to share Carefree Truth with others on your list.
Visit www.carefreeazbusinesses.com to see more info about businesses in Carefree. Please support our merchants.