1. Promoting Main Street

2. Promotion Committee

3. Recognize
Changing
Demographics
&
Market Trends

4. Recognize Assets

5. Define a Market “Niche”

6. Create New Image Campaigns, Retail Promotions, and Special Events

7. Physical image is only part of the story

8. Promoting changes community attitudes and builds a unified image

9. Promotion generates fresh activity
and communicates progress and excitement

10. Image must be crafted from district assets, market potential, and community values

11. Identify visual elements that set Main Street apart from the competition in a positive and compelling way

12. Survey all stakeholders to discover positive and negative attitudes

13. Survey the variety of activities

14. Evaluate the quality of existing promotional activities and materials

15. Match assets to target market…be strategic

16. Identify negative images and reduce those perceptions

17. Promote
positive images

18. Image campaign has four parts:
Image advertising
Print materials
Media relations
Image-building
events

22. Media Tips Develop a thorough list Meet with everyone Stay in touch
Provide story ideas
Don’t be a pest!

23. What is your market?

24. Use “positive”
retail events…
…but not “discount” sales

25. Cooperative
promotion
Cross-retail promotion

26. Niche Promotion: consumer group targeted not the product mix

27. Use heritage and “local culture” events…
”Heritage Tourism”

28. Five Essentials of a Good Festival
Music
Food
Overlapping Activities
Appeal to all ages
Something free

29. Develop annual work plan

31. Do not: Do not plan more than one large event during first few years
Do not schedule events in competition with others
Do not focus only on holidays
Do not focus only on retail or festivals
Do not use the same volunteers

32. Do: Plan your events in advance Match activities to groups
Delegate tasks
Evaluate every promotion

34. “Promoting Main Street”
Adapted from
“Promoting Main Street”
By The National Main Street Center of the
National Trust for Historic Preservation
© 2002