Shelbyville Daily Union

Special Sections

January 22, 2010

Greater Shelbyville Chamber of Commerce Strategic Marketing Plan

(Continued)



To develop and establish the procedures and mechanics for cooperative marketing in various promotional efforts

To secure co-op marketing funds to support/supplement the Chamber budget





ADVERTISING STRATEGY



The strategy for our primary market is to continue to take advantage of the Chamber and Tourism websites as well as the solid relationship with local radio and television stations as well as local print and internet media outlets. All ads shall be updated to create a consistent message.





Television

WAND-TV Channel 17 - NBC (Springfield)

WCIA Channel 3 - CBS (Champaign)

FOX 55 - Fox (Springfield/Decatur)

WICS Channel 20 - ABC (Springfield)



Print

Newspaper: Shelbyville Daily Union, Mattoon Journal Gazette, Decatur Herald & Review, Effingham Daily News



Tourism Publications: Shelby County Tourism Guide



Regional Publications, covering primary/secondary markets:

Chicago, St. Louis, Indianapolis publications



Electronic Media

Throughout the year, constant updates on activities and programs will be made to the Chamber website. The Chamber will promote the website as often as possible to draw more attention. In addition, we will be partnering with the Office of Tourism to build the Shelbyville destination brand. Focus on collection of electronic mail addresses from visitors and those who have an interest in updates on events in the Greater Shelbyville area.



Special Projects/Co-op Partnerships

Additional resources should be considered, in the future and when available, to be dedicated to the valuable opportunities available to the Greater Shelbyville area through partnering and co-op efforts, extending advertising dollars. The Chamber shall consider co-operative programs with the Shelby County Office of Tourism for targeted publications/media. Examples include ads in specialty magazines, newspapers, corporate sponsorship programs, and ads to accompany ad-value editorial generated. This may also include special events and festivals.



MARKETING STRATEGY: PUBLIC RELATIONS PLAN



The Chamber Public Relations Plan has been designed to ensure ongoing positive coverage of Shelbyville as a visitor destination and our businesses to valuable assets to consumers. In support of these purposes, the plan is divided into the following program areas:

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