Marketing your Municipality with Welcome Materials
Today I was given a welcome folder while applying for a library card. In reviewing the contents I wondered what else could I have received?
This question helped me see two approaches to town marketing. Let me clarify.
Bottom Up: that’s when each place, each merchant is rocking their outreach with a specific productized service.
And then there’s the bird’s eye overview.
Top Down: where each municipal, landlord, realtor & local org shares general town information. This can include, and IMHO should include, a piece showing the area businesses within retail and restaurant zones.
We can consider the Top Down approach as hospitality on behalf of a geographic zone. A welcome gesture.
So, you might want to review the orientation and information tools being provided to residents, visitors & local employees.
What’s in your welcome packets?
What are you including to quickly build familiarity, trust and interest in the area?
Do your landlords give out a new resident kit?
Do your realtors? AirBNB hosts? Hotel frontdesks?
Does your library, town hall, community center?
How are you showcasing the local merchants and the local community websites?
