Marketing the City

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Marekting Plan 2014
Anything But Littleton — Marketing Plan
The city’s communications department increased its emphasis on citizen engagement, marketing, public information and special events in 2013. The staff wrapped up the year with a number of significant accomplishments that support three of city council's goals and objectives.

1. Foster community spirit

  • Developed a brand, logo, tag line, core values, and key message: “Littleton is a friendly community that exudes a small-town atmosphere and boasts a superior quality of life. Littleton provides residents, business owners and visitors a vibrant historic downtown, top-ranked schools and an open, active trail system.”
  • Developed a Marketing Plan that makes specific recommendations to activate the brand and key messaging statewide in order to: “Attract new residents to Littleton, encourage visitors to spend money in Littleton, and engage businesses to operate in Littleton.”

2. Work with community partners to increase the number of events which draw citizens and visitors, as well as focus on improving the quality of existing events

  • Facilitated the first Littleton Criterium bicycle race in downtown Littleton.
  • Convened a Marketing Partner committee comprised of representatives of more than a dozen public and private entities to enhance relationships among agencies, explore cooperative marketing of events and find gaps in the kinds of events that would be successful in Littleton.
  • Recruited a Marketing and Event Manager to implement new events in Littleton: Little Garten (beer garden), Elf Crawl, and the Little Jam; and promote month-long event themes for existing events: Cider Days and Twinkle Days.

3. Improve ways to disseminate information to citizens (e.g., utilize technology to provide greater and timelier access to governmental information

  • Installed a new and greatly improved Cupola Cam, one of the most-visited features on the city’s website (littletongov.org/cupolacam).
  • Assisted in the development of a new business-focused website, go2littleton.com, which includes a business directory and information for existing businesses and those who want to locate in Littleton.
  • Concluded the Inspire Littleton project to collect citizen input on the Comprehensive Plan and started the Open Littleton site (openlittleton.org) to encourage engagement on an expanded number of city-wide topics.
  • Upgraded Littleton’s channel 8 government access channel to broadcast all meetings, eBulletin Board slides, and in-house videos in the 16:9 aspect ratio, the universal format for all digital TVs.
  • Launched eConnect, a multi-category, subscriber-based email system that delivers the latest news and announcements to subscribers about city events, breaking news, and city meetings and agendas
  • Used current social media technologies to connect with Littleton residents, businesses and visitors.

 

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