Carefree Truth

Issue #371, January 26, 2015

 

 

 

Julie McChesney from the Brand Development department of Owens Harkey (OH) began the marketing update by telling the Council that Carefree is being advertised in the Arizona Republic, Arizona Key 360 Travel Magazine, and the local newspapers, as well as receiving coverage on all 3 local TV stations, in an effort to brand the town as a destination.  Alexa Ablondi, running OH's Public Relations and Social Media campaigns for Carefree, reported that the Facebook page hits were up approximately 10%, and that the numbers were all trending upwards.  Brian Malthaner, CEO of Key 360 Media, gave an extensive presentation of advertising done in Arizona Key 360 Magazine and on its website, and he talked about the "Sue Stops By" videos done by his wife Sue.   http://arizonakey.com/explore-arizona/phoenix-scottsdale-central-arizona/visit-carefree, shows a video done for Carefree.  OH CEO Matt Owens said the target demographics include those who live in the northeast Valley, real estate and commercial developers, and tourists. 

 

 

 

Councilman Mike Farrar said he visited a local resort and asked what there was to do in the area.  He was handed a stack of fliers, none of which included Carefree.  He asked if concierge were sent literature on the calendar of events or fliers.  Mr. Malthaner replied that they get an email newsletter rather than a pdf flier.  Mr. Farrar suggested sending rack fliers to make concierge's jobs easier.  Mr. Malthaner said concierge are inundated with email, and felt that doing direct promotions like "Sue Stops By" leveraged relationships.

 

 

 

Mr. Owens said he was "thrilled" that Carefree has hired  Marketing Director Gina Kaegi, which gives more capability at the Town level.  He doesn't have people dedicated to doing one-on-one with concierge for Carefree, as it is not in the budget.

 

 

 

Councilwoman Melissa Price wanted to get the Carefree businesses more involved.  Mr. Malthaner spoke of the concierge tour that took place in the fall, saying the Wild Holly Gallery, the English Rose Tea Room, and Bags and Rags were highlighted.  Mayor David Schwan said he attended the event and was very disappointed that many businesses declined to stay open and participate.  Ms. Price agreed that it was advantageous to have Ms. Kaegi on board now.  She and the Mayor agreed about the need to convince Carefree businesses to take advantage of opportunities.  

 

 

 

Ms. Price asked what is being done to court commercial developers.  Mr. Owens replied that OH does not have the budget from Carefree to do so.  Instead, they feature new businesses in the mass media to show growth and elevate the Carefree brand.  Mr. Farrar asked how much commercial and residential land remained to be developed.   Gary Neiss replied that there are approximately 80 acres zoned commercial in the Town Core.  Excluding the Ed Lewis project, about 15 acres remain undeveloped.  Residential land is slightly more than 2/3 built. 

 

 

 

Councilman John Crane said that the numbers trending up for those logging onto the Carefree social media site are encouraging.  But he asked how that translated into people actually coming up to Carefree as a result of those efforts.  Mr. Owens replied that they have no way to get a realistic count on that, other than through anecdotal methods, which he said tend to be generally inaccurate and inflated.  Ms. Price asked if discussions would be held about the future of Carefree marketing.  The Mayor confirmed they would be held during budget workshops.

 

 

 

Mayor Schwan thanked the OH group and Mr. Malthaner for their extensive and in-depth presentations, which can be viewed on the video. http://vimeo.com/user18676056/review/117243777/254469ab08

 

 

 

Lyn Hitchon

 

 

 

Prepared by Carefree Truth

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