Integrated Marketing During a Pandemic
Challenge
How do you encourage consumers to patronize businesses during a global pandemic? When the world stopped during COVID-19, c21 created a program to keep Gwinnett Place CID (GPCID) and its members’ businesses top of mind for consumers, despite shutdowns and recommended social distancing.
Solution
Continued Member Communication
c21 created an ongoing communication program targeted to GPCID’s members, government partners, vendors and the public that included information about project and district progress. We updated the website, distributed monthly email newsletters and moved to virtual meetings – even hosting political candidate education forums via Zoom and Facebook Live to keep area members engaged on local topics and a pending election.
The CID regularly collected information on open businesses, which we shared with the public through consistent marketing communication efforts.
Increased Marketing Efforts
c21 launched GPCID’s mobile-first website to give the public an easy-to-access business directory of more than 2,800 area businesses and featured open businesses with two short videos that included protocols and encouraged dining and shopping safely.
We also posted information on open businesses across all of GPCID’s social channels and conducted email marketing campaigns and media relations to amplify those messages. As the state reopened, GPCID spent $100 to boost one social post, which reached more than 8,200 people.
Launched a Vaccination Center to Serve the Community
A GPCID board member and property owner offered Gwinnett County its vacant property to use as a vaccination center, serving thousands of citizens around Gwinnett County and metro Atlanta.
Promoted Outdoor Projects
Public safety, economic development and transportation mobility projects continued, and beautification efforts ensured the district was attractive and accessible. GPCID launched a Mall Revitalization plan in 2021 to tackle the largest issue in the district – a dying mall.
Results
c21’s marketing efforts for GPCID during the pandemic helped to keep businesses thriving in the district, in fact a popular metro Atlanta restaurant opened a fourth location in GPCID in February of 2022 – citing the great demographics and thriving district as reasons. The ongoing communication efforts helped to drive awareness and engagement and resulted in more than 80 million media impressions in two years.