2015 IDA Marketing & Communications Award Submission
#DTJax Twitter Promoter Program
©2015 Downtown Vision, Inc. All rights reserved.!
About Us Downtown Vision, Inc. (DVI) is the Business Improvement District for Jacksonville, Fla. Our marketing efforts focus on programming and promoting Downtown Jacksonville (#DTJax) as an exciting place to live, work and play. #DTJax Fast Facts • 49,000 employees • 4,000 residents • 10 million+ visits annually • 94 restaurants
• 26 bars & clubs • 15 cultural & entertainment venues • 5,200+ major events annually
©2015 Downtown Vision, Inc. All rights reserved.!
The Challenge: Debunking #DTJax Myths Goal: Generate authentic conversations on social media from community thought leaders to address outdated misperceptions about #DTJax. Primary Misperception (Our Focus): “There’s nothing to do Downtown.” • Reality: 94 restaurants, 26 bars and clubs, 15 cultural and entertainment venues, 100+ major events weekly Secondary Misperception: “Downtown isn’t accessible.” • Reality: -44,000+ public parking spaces -Nights and weekends = free street parking -Walk score: 89 (very walkable); most errands can be done on foot Secondary Misperception: “Downtown isn’t safe or clean.” • Reality: -Downtown is one of the safest neighborhoods in Jacksonville -DVI’s Downtown Ambassadors monitor Downtown seven days a week
©2015 Downtown Vision, Inc. All rights reserved.!
The Solution: #DTJax Twitter Promoter Program Plan Overview • Leverage the most influential Twitter users in Jacksonville to turn the tide on inaccurate perceptions about Downtown while boosting top-of-mind awareness of Downtown as an ideal destination to play. Bonus: Grow #DTJax brand equity and social media followers. Parties Involved • Program coordinator: Downtown Vision, Inc. staff and marketing committee • 14 most influential local Twitter users • Downtown partners: Venue managers and business owners Cost To Implement • None. Staff time only.
©2015 Downtown Vision, Inc. All rights reserved.!
How We Did It 1. From existing @DTJax Twitter followers, choose top candidates for Twitter Promoters based on: Klout and Moz scores, interests and community involvement. 2. Host introductory meeting to educate Promoters on misperceptions. Give overview of program: tweet about Downtown authentically—in their own words—using the hashtag #DTJax. Bonus: Each promoter received a #DTJax shirt. 3. Solicit donations of event invites, gift certificates, etc. from Downtown partners to encourage the Promoters to spend more time Downtown and have material for tweets. 4. Maintain a dialogue with Promoters throughout the program to solicit feedback. 5. Monitor #DTJax hashtag use by Promoters as well as hashtag reach and impressions. 6. Host a conclusion event to thank the Promoters and partners, encourage continued #DTJax use and celebrate success!
©2015 Downtown Vision, Inc. All rights reserved.!
Sample Program Tweets
©2015 Downtown Vision, Inc. All rights reserved.!
Beyond Twitter Built-in media blitz: #DTJax Promoters and @DTJax followers began to organically incorporate #DTJax into their conversations in radio, TV and magazine interviews.
©2015 Downtown Vision, Inc. All rights reserved.!
Impact: By the Numbers 14 TWITTER 40+PARTNER
20 WEEKS OF INFLUENCE 5,566 TOTAL
#DTJax REACH
IMPRESSIONS
SUM OF UNIQUE FOLLOWERS REACHED
REACH (x) TIMES A POST CAN BE VIEWED
PROMOTERS EVENTS & DEALS
WEEKLY TOTAL
169,362 3,053,376
#DTJax TWEETS
WEEKLY TOTAL
485,473 8,738,514
©2015 Downtown Vision, Inc. All rights reserved.!
*The passion scale tracks the likelihood that individuals will talk about a topic repeatedly.
©2015 Downtown Vision, Inc. All rights reserved.!
The Mission Continues •
DVI has shared the Promoter Program with Toronto, Raleigh and Chicago BIDs as well as with local cultural organizations.
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DVI hosted #ChatDTJax “tweet chats” on various Downtown topics—parking, the riverfront, park programming and community vision—to keep the Twitter momentum going.
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DVI expanded #DTJax T-shirts to include tote bags, tank tops and stickers for sale and giveaways.
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DVI incorporated #DTJax into its marketing collateral and online communications to encourage continued hashtag use.
©2015 Downtown Vision, Inc. All rights reserved.!
#DTJax Today #DTJax monthly reach: 399,467 Monthly impressions: 1,324,550
@DTJax followers: 22,002 …and counting!
©2015 Downtown Vision, Inc. All rights reserved.!
Thanks for considering the #DTJax Twitter Promoter Program!
-The Downtown Vision, Inc. Team | @DTJax | @jakegordon
©2015 Downtown Vision, Inc. All rights reserved.!
