Post 911 economic
malaise affected everyone, especially small businesses in urban
centers. For Philadelphia’s Center City Proprietors, Bard
Associates Inc. masterminded an integrated marketing campaign
leveraging $30,000 into $200,000.
The components:
A
billboard on route I-95 with the longest drive-by available
Special
totally sold out 24 page section in City Paper with incredibly
discounted rates --62% lower than usual (View
supplement cover)
Window
posters throughtout center city
Kickoff
party at Tiffany & Co.
Organize
the trial “Jingle Bus” to bring out-of-town companies
into Center City for the holidays, raising funds from City Commerce
and Senator Fumo
Create
a contest to win $1000 shopping spree funding it with gift certificates
from center city stores
Unprecedented
trade advertising packages with five radio stations with airtime
for the campaign and individual retailers (View
Radio/City Paper Deal)
