Carefree Truth

Issue #317, April 14, 2014

 

 

 

Matt Owens, the CEO of Owens Harkey & Associates Advertising and Public Relations, which has been marketing Carefree for about 1-1/2 years, presented his update to the Council.  He reported that they are focusing on local public relations and promoting events via television, as well as on supporting the local businesses.  The coupon mailers didn't work well in terms of coupon redemption.  They are finding that social media is significantly more effective, and is generating followers, so the concentration will shift to that. 

 

 

 

 

Councilman John Crane asked if there was a way to determine the impact of the marketing efforts.  Mr. Owens replied that it's hard to quantify, but many events are seeing record attendance when the weather is good.  Getting the word out contributes.  TV is the most powerful medium, with sight, sound, and motion, and still gets the majority of the advertising dollars in the U.S, reaching a large audience in a provocative way.

 

 

 

 

They are constantly reappraising what is working and not working.  Social media is no longer just for teenagers; it is drawing more of the 45 plus age group.  Owens Harkey is scheduled to meet with the new management team at the Carefree Resort, which is planning to aggressively market the Resort for "Staycations".  Owens Harkey would like to form an alliance with the them to cross market the Resort and the Town.  The printed brochures, which are an inexpensive way to reach people and to put something tangible in their hands, are moving well off the racks.  

 

 

 

 

Councilwoman Melissa Price assumed they were using mostly the Facebook (FB) business page.  She asked if they are doing anything to attract a younger demographic.  Mr. Owens explained that they have no control over the age mix, and no good way to determine the age of the FB viewers.  "Fun engagements" have been initiated on the page.   An example of this is "Name your favorite street in Carefree", which has sparked a running debate.  They are also "boosting posts", which involves choosing very positive posts and paying FB a small fee to post it where they think people who would be interested will see it.   Rapid gains in "Likes" and followers have been noticed after boosting posts at strategic times.

 

 

 

 

Ms. Price asked if brochures are being placed mainly at hotels in our area.  Mr. Owens said they are placed around the north Valley, at both resorts and at chain hotels.  They are also placed at the major resorts around the Valley, and at the airport, to hit a broad audience.  Councilman Glenn Miller assumed that the focus was at the resorts closer to Carefree.  Mr. Owens replied that the brochures are placed according to how well they move.  He explained that the vendors load the racks.

 

 

 

 

Vice Mayor Les Peterson commended Mr. Owens, saying that the Mayor, Gary Neiss, and he have worked well with him.   Changes are made as results are analyzed.  The Vice Mayor was once involved in advertising, and he said it is difficult to read.  Carefree has a low level of expenditures dedicated to advertising, and no one can say for certain where people see publicity.  The focus of ads has shifted from scenery to people in order to communicate activities.  He was initially a "disbeliever" in social media, but the numbers have been coming back positive.  Mr. Owens commented that the social media following sticks with you.

 

 

 

 

He wrapped up his presentation by saying they are expanding their library of images.  Camera crews are coming to Carefree during events to show people enjoying the community.  They are taking photographs of local businesses both inside and outside.  Key 360 Magazine targets tourists and concierge.  They recently hosted  a gathering of concierge that was well attended.  He thinks doing more events like that will pay dividends in the long run.  Mayor David Schwan thanked him for his good work.           

 

https://vimeo.com/91134665

 

 

 

Lyn Hitchon

 

 

 

 

Prepared by Carefree Truth

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