In 2016 the Town of New Castle hired Hill Aevium Marketing (HAM) to complete a marketing plan for the town. According to their document, the primary purpose of their effort was to” increase awareness of the town’s online presence.” HAM stated that the marketing plan developed in its report and presented to the Town would guide the town over the next 3 to 5 years with an emphasis of what can be completed in 2016. Increasing the on-line presence was a primary short-term goal.
From what I can gather, HAM identified several groups that should be targeted in this marketing and communication effort. First, it suggested that there are two primary groups that should be targeted, those being current residents and visitors. HAM suggested that …show more content…
Retirees. This group is comprised of people born between 1922 and 1945.
With respect to visitors, HAM suggested that visitors, between ages 20 – 60 would be targets secondarily. When they are targeted in a marketing campaign, the effort should start with visitors from the immediate area – those from Glenwood Springs to Rifle. HAM suggested this group should be targeted sometime after year one, but a specific timeframe or thresholds for doing so was not defined. HAM also identified “new” business owners as a target group.
Following the target group identification, HAM set forth a series of goals for the Town to take action on: Their goals included:
1. Continue the vision plan for Main Street New Castle. a. Define a Downtown “theme” – western or mining.
b. Clean up Downtown, including the west end and the 1-70 corridor side of Downtown.
c. Identify additional infrastructure opportunities to support business.
d. Continue with the health and wellness vision.
2. Improve Directional Signs
a. Review the master sign plan to ensure clarity, reinforcement of the town character and that adequate information is provided.
b. Make the main interchange the priority in year one.
3. Create lighting and pathways towards
From what I can gather, HAM identified several groups that should be targeted in this marketing and communication effort. First, it suggested that there are two primary groups that should be targeted, those being current residents and visitors. HAM suggested that …show more content…
Retirees. This group is comprised of people born between 1922 and 1945.
With respect to visitors, HAM suggested that visitors, between ages 20 – 60 would be targets secondarily. When they are targeted in a marketing campaign, the effort should start with visitors from the immediate area – those from Glenwood Springs to Rifle. HAM suggested this group should be targeted sometime after year one, but a specific timeframe or thresholds for doing so was not defined. HAM also identified “new” business owners as a target group.
Following the target group identification, HAM set forth a series of goals for the Town to take action on: Their goals included:
1. Continue the vision plan for Main Street New Castle. a. Define a Downtown “theme” – western or mining.
b. Clean up Downtown, including the west end and the 1-70 corridor side of Downtown.
c. Identify additional infrastructure opportunities to support business.
d. Continue with the health and wellness vision.
2. Improve Directional Signs
a. Review the master sign plan to ensure clarity, reinforcement of the town character and that adequate information is provided.
b. Make the main interchange the priority in year one.
3. Create lighting and pathways towards