HomeMy WebLinkAbout3.4 Local Holiday Campaign
STAFF REPORT CITY CLERK
File #470-50
CITY COUNCIL
DATE:October 16, 2012
TO:
Honorable Mayor and City Councilmembers
FROM:
Joni Pattillo, City Manager
SUBJECT:
Update on Shop Local Holiday Campaign
Prepared by Hazel L. Wetherford, Economic Development Analyst
EXECUTIVE SUMMARY:
In 2011, per the City Council’s strategic initiatives for Economic Development, the City partnered
with the Dublin Chamber of Commerce and launched a Shop Local Holiday Campaign to
encourage and increase shopping throughout the City of Dublin during the holidays. This report
provides an update on the second year of the Shop Local Holiday Campaign.
FINANCIAL IMPACT:
Costs relating to the promotion of the campaign are expected to be approximately $2,500.
These funds have been included in the FY 2012/13 budget.
RECOMMENDATION:
Staff recommends that the City Council accept the report.
Submitted By Reviewed By
Economic Development Director Assistant City Manager
DESCRIPTION:
In 2011, per the City Council’s strategic initiatives for Economic Development to explore a Shop
Local Holiday Campaign, the City partnered with the Dublin Chamber of Commerce and
launched “Discovery Dublin for the Holidays” using social media. The goal of the campaign is to
encourage and increase shopping throughout the City of Dublin during the holidays. This
campaign is a Dublin Chamber of Commerce-led initiative that the City helps support.
The campaign is now in its second year and the Chamber is utilizing the Shop Local Holiday
Campaign’s Facebook page to promote businesses to Dublin residents. The Facebook page,
www.facebook.com/discoverdublin with more than 400 “likes,” promotes businesses that are
participating in the campaign by posting their business profile, photos as well as store
ITEM NO. 3.4
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promotions and events. Subscribers to the campaign’s Facebook page are then notified of the
recent updates.
In preparation of this year’s Facebook campaign, the City has mailed over 1,000 postcards to
Dublin businesses notifying them of the launch and to encourage their participation. In addition,
in partnership with the Chamber and the Alameda Small Business Development Center, the City
hosted a social media boot camp earlier this month to give local businesses the necessary tools
to effectively market online.
And while this is largely an online campaign, City Staff are visiting local business owners to
market the benefits of the campaign and encourage their participation. Staff is distributing
posters to place in their storefronts and providing information cards for their patrons so they can
“like” the campaign’s Facebook page and stay informed. Additionally, City staff, the Dublin
Chamber and a local business owner participated in a Shop Local segment for TV30 which will
air in December to help further educate Dublin residents on the important investment they make
when they choose to shop locally.
NOTICING REQUIREMENTS/PUBLIC OUTREACH:
A copy of this report was provided to the Dublin Chamber of Commerce.
ATTACHMENTS:
None
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