Reinforcing the Value of the Route One Reconstruction Project and the Re-engagement of the Route One Business Community

Falmouth businesses located along Route One felt a measurable decline in their business during the two-year Route One Reconstruction Project. After numerous complaints from business owners, the town manager and long-range planning director decided to take action in the form of a marketing effort. Our job was to create a marketing campaign that 1) would reassure the public that the construction wouldn’t be disruptive, and 2) would bring awareness to, and increase traffic for, the Route One businesses. We were charged with completing our task with a minimal budget, which made for some creative ways to engage the public.

The CHALLENGE

Increased shopping activity and happy business owners in Falmouth, with particular focus on the Route One corridor.

MEASUREMENT

#Find-It-In-Falmouth

As always, our project began with Discovery and we spent a week talking to people who used the Route One corridor on a daily basis. In May, as the construction season got underway, we created an event with a local radio station to attract attention to the upgrades and the difference that travelers would expect when driving through the area. The package included a series of :30 commercials that aired in advance. Additionally, we developed a Facebook page and tapped into the power of The Forecaster to use their online Local Pulse to promote and boost our Facebook posts. Weekly advertising in two issues of The Forecaster extended our Find It In Falmouth reach.

Based on the success of our initial endeavor, we were hired back four months later to re-engage the business community around the Shop Falmouth event.