SHOP Louisa

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SHOP Louisa
a retail marketing campaign forLouisa County,
Iowa
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Louisa County has the lowest retail sales pull
factor in Iowa
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Retail Sales Statistics

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Inspirations to start the Shop Louisa campaign

• Take on a big problem
• theres no place to go but up!
• Copy a successful program
• Our banks were
• VERY willing to help.

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The ProcessSeptember December 2004

• Get materials from Hills Bank Trust
• Present idea to LDG Board of Directors
• Present idea to LC bank representatives
• Develop budget and schedule
• Develop name and design

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The Process continued

• Order clings
• Develop point of purchase sign print ad
• Distribute materials
• Place ads and ask for filler space
• Public relations and advertising campaign
• press release, column, presentations, website
• Repeat steps as needed

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What is a brand?

• A name, term, design, symbol, or any other
  feature that identifies one sellers good or
  services as distinct from other sellers.

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A brand name should

• Imply the benefits delivered
• Be positive, distinctive easy to say and
  remember
• Be consistent with the parent organization
• Where applicable, translate well.

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Marketing Fundamentals

• Emphasize benefits not features
• Make a call to action
• Be consistent

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Guerilla Marketing approach

• Public relations
• Events
• Collaborations
• Low budget (in our case 870 for Year 1)

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Our Brand
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Our 2005 Campaign
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Shop Louisa Sponsors
Columbus Junction State Bank Community Bank Iowa
State Bank F M Bank Trust State Bank of
Wapello MidWest One Bank
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Results

• Anecdotal
• Statistics by quarter
• Note Results are opportunities for press releases

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Success

• Retail sales increased 1.1 million!
• Media coverage
• Television, radio, newspapers, Chamber journal

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Shop Louisa present and future

• More press releases
• Use logo on event materials
• Community presentations
• Banner at key events

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Contact Information
Mallory Smith, founding Executive
Director, Louisa Development Group Owner, M Smith
Agency msmith_at_lcom.net Louisa Development
Group Angie Sanders, Executive Director PO Box
171 Wapello, IA 52653 319-527-5187 /
888-894-2932 www.louisadevelopmentgroup.org