Smart Marketing Case Study
Custom Content Development & Marketing Products
The Arvada Visitors Center, located in Historic Olde Town Arvada at 7305 Grandview Avenue, is a newly created entity under the Arvada Chamber of Commerce, primed to be a one-stop-shop for all activities, events and promotions in Arvada. The Arvada Visitors Center is set up to provide: recommendations about where to shop, eat and play; fun things to see and do in Arvada; directions, relocation information and more.
Marketing History: The Arvada City Council supported the Arvada Visitors Center and it opened in 2013 with the goal of promoting the community to visitors and showcasing the assets that make Arvada such a great place to explore. The center is run by Jean Gordon and her first marketing accomplishments were a website and setting up a social media presence on Facebook and Twitter. She was then tasked with creating a first ever visitor brochure for Arvada, a bi-monthly rack card, a print ad concept and a tagline that could run in various print media with a message that could transfer seasonally. She turned to EasyChair Media (ECM) and their Smart Marketing services for help. As is the case with most visitors centers,
budget was a primary concern. ECM set out to iden- tify a solution that was cost efficient and effective, producing the best ROI (return on investment) possible
Business Issue: The first step was to find the best way to inform visitors of the many amenities and assets Arvada offers, and deliver something they would actually pick up and use.
Project Scope Included:
Custom Print Brochure: 20,000 copies
ECM created the concept, did the writing, research, editing, design and layout, and handled distribution. We chose a horizontally oriented, 16-page, four-color format to stand out from the traditional vertical six panels, and used a color scheme to complement the logo and a design that reflected the website.
Certified Folder Display Service was the distribution venue of choice with a Denver Metro initial distribu- tion of 15,000 starting April 15 and ending October 15 to coincide with the prime visitor travel season. This distribution reached major hotel, attraction and restaurant destinations, while additional boxes were shipped to accommodate all 10 Colorado Welcome Centers and the Arvada Visitors Center itself.
A Digital Companion to the Print Brochure
A digital version was created from the printed material to provide online users a version complete with live links, search capabilities, variable level zoom, thumbnail views, shortcuts, contents listing, bookmark, sticky note feature, text search, single or multi-page printing, a send to a friend email option and archive capability
Bi-Monthly Rack Cards
ECM developed a front and back 4″ x 9″ card with aqueous coating that reflected the brochure design elements to maintain brand recognition. The format was designed to be similar each time in order to avoid costly redesign fees.
Print Ad Concept and Tagline
The modern, state-of-the-art design was created to attract a target of locals and visitors, aged 25-64, with interests in arts, entertainment and local events, and who have a propensity to shop or attend/engage in out- door recreational activities.
The tagline “What will YOU do in Arvada today?” was extended to the sum- mer ad concept to “What will you do in ARVADA this summer?” featuring the four key summer visitor elements: shopping, dining, entertainment and local events.
Certified Folder Display Service distribution
Received: 15,000 (April)
Used: 9,120 through June 30th