COMMENTARY

Private investment brand tops 50 percent

October 25, 2013 

The private sector cooperative marketing opportunity, created just months ago, has topped 50 percent. The program was created as an affordable way for Lee’s Summit businesses to participate in the city’s overall brand advertising program is off-and-running. It allows for both the public and private sector to work together ensuring the most efficient and effective use of their advertising dollars.

This new budget partnership puts both sectors (public and private) in a much stronger position to leverage available dollars to get the most bang-for-the-buck, while delivering demonstrable savings.

The cooperative marketing arrangement allows a private business partner to work through the Chamber to ensure that their message gets out in front of the right audience, at the right time, at a fraction of the cost they would pay if they were to go it alone.

The program is built on a foundation of research regarding the types of media our target audience consumes. Being conversant in all forms of media, traditional and emerging, allows us to evaluate all reasonable media alternatives on a partner-by-partner basis and customize a plan strategically targeted against their perspective audience profile.

It’s definitely not a case of one-size-fits-all. Each co-op ad is written, designed and produced at no-charge to our partners and the media is purchased at net (our pre-negotiated and discounted “city branding rates.”

There are five questions we ask and answer before we begin, including: Who is the target audience? What motivates their behavior? What message will be most meaningful to them? Where can we find them? How can we reach them in the most effective and efficient manner?

The cooperative partnership continues to appear in television, radio, newspapers, magazines, social media, collateral and outdoor. In addition, we have delivered no-charge extra inclusions to our valued partners such as bonus spots, preferred placement positions, editorial content, live broadcast remotes and streaming web content.

In the words of Henry Ford: “Coming together is a beginning; keeping together is progress; working together is success.”

James McKenna is the branding manager for the City of Lee’s Summit. Reach him at JMcKenna@lschamber.com.

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