The Capital Crossroads SID service plan outlines that promotions and marketing initiatives must improve the image of the district and provide commercial marketing assistance. Given the ongoing importance of digital communications, the SID strategically aligned with Sway the Crowd to produce four videos that showcase downtown.
The videos not only promote a vibrant Downtown, but provide a valuable recruiting tool for small business and large companies alike. There is one 3-minute lifestyle video that also focuses on what it means to work downtown, and three, minute-long videos that hone in on specific aspects of live, work and explore.
To support the initiative, a social media campaign also engaged viewers to sign up for Right Now Downtown, the weekly e-newsletter that promotes downtown happenings. In less than two weeks, the first video reached more than 100,000 people on Facebook, and new weekly subscribers to Right Now Downtown jumped more than 10 times the usual rate.
To use the videos for your own recruitment efforts, feel free to embed the videos into company websites, social media platforms, email communications and e-newsletters. If you have any questions about the videos, or would like to brainstorm ways to use them for recruitment efforts, please contact Melissa Fast in the SID office.