Carefree Truth

Issue #391, April 13, 2015

 

 

 

Marketing Director Gina Kaegi presented the proposed 2015/16 marketing plan and budget.  She said Carefree's strongest asset is the robust calendar of events, with the Town's financial and promotional support of festivals and concerts, and the partnership with the Sanderson Lincoln Corporation.  There are two existing websites, but neither has significant content about Carefree's "story".  More communication with the community would be beneficial.  The Town still needs a strong brand, better focus, and more digital marketing.  The Owens Harkey marketing contract ends on May 1st. 

 

 

 

The Goals are to create and develop a brand for Carefree as a unique, relaxing place in which to live and visit, and to encourage repeated visits throughout the year.  Increased foot traffic will retain existing businesses, attract new businesses, and increase sales tax revenue.  Target demographics include adult woman and families in adjacent communities, and out-of-state tourists who have high discretionary income.  The Town wants to foster good relationships with merchants and landlords. 

 

 

 

The Objectives are to form a balanced marketing plan, establish brand differentiation, build on current strengths, and increase communications with the community.  This can be accomplished by organizing more diverse "destination" activities and concerts, and expanding digital marketing with videos and content, targeted at a defined demographic.  The Town will seek more sponsorships, continue PR with print and TV media, garnish free PR, and work with partners such as the Carefree/Cave Creek Chamber of Commerce and the Arizona Department of Tourism.

 

 

 

Local sustainability is important.  The greater Market Trade Area contains a population of 82,150.  Residents of the Northeast Valley are affluent, are generous supporters of charities, and are health conscious.  Marketing will also target tourists ages 35-54 for day trips and overnight stays at the Carefree Resort and Conference Center, as well as appealing to Real Estate agents and commercial developers. Carefree must invest to attract foot traffic.  It is competing with millions of dollars spent by Scottsdale and Phoenix. 

 

 

 

Brand and recognition are connected to an identifying logo, tag line, and design, all of which are due to be refreshed.  This builds expectations.  Carefree will promote what differentiates it from other communities.  This includes the Sanderson Lincoln Pavilion, the Desert Gardens, the Sundial, the Sonoran desert and the views, the architecture, and the rich area culture and history.  Carefree offers entertainment, festivals, art, a sense of community, and is surrounded by 21 public golf courses.  

 

 

 

A social media campaign will be developed utilizing Facebook, Twitter, Instagram, and Pinterest.  A video and photographic repository will be built, and people will be encouraged to share their stories about their Carefree experiences.   Messages specific to stakeholders, i.e. merchants, residents, property owners, visitors, and Realtors/developers will be communicated utilizing the website, speaking opportunities, newsletters, COINS, blogs, phone pitches, press releases to the media, and through association affiliates. 

 

 

 

A new website will combine the two current sites.  It will contain fresh content, be mobile compatible, and be Google friendly to build traffic.  The launch date is targeted for June.  Digital marketing casts a larger net than print does.  Search Engine Marketing (SEM) will be employed to boost targeted marketing traffic to www.VisitCarefree.com  and the social media accounts to garner a greater share of interested and relevant visitors.  Banner displays will appear on national and local sites.  The potential for cooperative advertising with resorts and hotels will be explored.  Sites will be targeted to bring people back to the Carefree website.  Print ads will utilize a combination of local and tourism media.  

 

 

 

The roster of Town events will be expanded, with new Town sponsored events occurring during the Season aimed at attracting families, and the concert series will be extended. The Pavilion will be kept busy with diverse entertainment, and increased digital marketing will create awareness. Sponsorships will be cultivated  with local businesses, and a more effective permit process will be developed. 

 

 

 

The proposed marketing budget is $93,200 for events, $56,246 for print and $29,700 for digital promotional ads, $18,600 for public relations/communications services, and $2,254 for miscellaneous items such as conferences and subscriptions, for a total of $200,000.

 

 

 

Councilman Glenn Miller commented that he has worked closely with Mrs. Kaegi, who is a resident of Carefree.  He has been impressed with her experience and depth of knowledge, and with her dedication to Carefree.  He commended her for a well done presentation.

https://vimeo.com/user18676056/review/124663321/af4315f4c4

 

 

Lyn Hitchon

 

 

 

Prepared by Carefree Truth

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