Carefree Truth

Issue #225, March 5, 2013

 

 

 

Matt Owens of Owens Harkey, the Marketing/PR firm hired by the Town, gave a mid-year presentation to the Council in January .  TV shows Sonoran Living and Real Life A to Z provided exposure to several local businesses, and the Friday Farmers' Market was featured on AZCentral.com and in Arizona Foothills Magazine.  Phoenix Magazine was covering "The Beatles" art event at the Wild Holly Gallery.  In order to effectively market the town's diverse businesses, Owens Harkey has offered to further help publicize Carefree based businesses seeking to increase their exposure.  Businesses interested in this marketing/PR opportunity should contact Gary Neiss, Town Administrator, at (480)488-3686.

 

 

 

The website www.visitcarefree.com is being regularly updated with changes and events.  35,000 copies of the new 10 panel brochure have been placed at 210 hotels and resorts around the Valley and at Sky Harbor Airport.  The advertising campaign is heavily focused on Key Magazine, which includes print, online, and social media outlets.  Key Magazine is targeted to concierge, who can send their guests to Carefree for the day.  Key Magazine now has a section on Carefree and has posted the new video.

 

 

 

Ads were placed in Experience Arizona Magazine and in the Fiesta Bowl Spectator Guide.  Owens Harkey is involved with the Charles Schwab Cup, the Arabian Horse Show, Parada del Sol, and the new Festival of the West, all of which are comping marketing exposure of Carefree at their events as a courtesy. 

 

 

 

Visits to the website are now being tracked on a daily basis.  Digital media and national display ads are receiving above average click through rates.  Although the local hit rate is flat, there are many new visitors to the site, a number of which are coming from Chicago and New York.  Peaks and valleys tend to surround events. 

 

 

 

The agency is looking for drivers to get people to the website, to hold them longer, and to encourage them to delve deeper.  They are working to build a photographic library, as pictures attract attention, and are sending photographers to snap the local businesses and events. 

http://www.youtube.com/watch?v=LUOfBCqcw90

 

 

 

 

Councilman Arthur Gimson was pleased that the agency was nimble, but hoped that the national economy and the tax increases leave people with some discretionary income to spend.  Councilman Marty Saltzman asked why the sundial logo, with which the Town chose to brand itself, was missing from the advertising literature.  Mr. Owens explained that only the use of the established font for the name "Carefree" was continued, as it is simple and easy to read.  Councilman Saltzman asked that the use of the logo be considered for use in future materials.  

 

 

 

Mr. Owens said that there are fewer businesses in Carefree than when Owens Harkey was first hired, which poses a major challenge.  One of their big pushes is finding new businesses  interested in locating here; Scott Harkey is working on getting a microbrewery.  He also expected the sales tax revenue to pick up during the season when the festivals take place. 

 

 

 

Mayor David Schwan said Mr. Owens had talked to him about the need to "expand your walls" by attracting visitors from all over to expand the revenue base with new demographics.  Mayor Schwan applauded Owens Harkey's efforts to do this.  He also cited the great success of the Carefree Christmas Festival, as it achieves this objective by bringing families into town.  The Mayor thanked Mr. Owen for his presentation.

http://www.youtube.com/watch?v=r4nRj740Vd4

 

 

Lyn Hitchon

 

 

 

Prepared by Carefree Truth

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