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An Integrated Marketing Campaign Drives Spending in a Pandemic

The year 2020 was tough for many, especially small businesses. In Fall, consumers were nervous about spending with COVID cases on the rise, a heated election on the horizon and an end to extra federal unemployment benefits. The economy was shrinking by the largest amount in 74 years.

The Oshkosh Convention and Visitors Bureau sought to help businesses, restaurants and shops during the pandemic. Their goal: Promote local buying, while keeping the community safe. They turned to Blue Door Consulting for an integrated marketing campaign, and #LoveOshkosh was born.

The Results

Successful Shopping Season

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LIFT IN PAGE VIEWS

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INCREASE IN NEW USERS

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BOOST IN CONVERSION RATE

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STIMULATING LOCAL SPENDING WITH AN INTEGRATED MARKETING STRATEGY

The #LoveOshkosh campaign was designed to do two things: Encourage residents to spend more dollars locally and introduce the community to the range of local shops, restaurants and destinations.

The first element of the campaign strategy started with a shopping challenge. To participate, customers showed their receipts totaling $100 or more from businesses in Oshkosh, including stores, hotels, restaurants and destinations. Each $100 spent earned shoppers a holiday gift of their own: A Love Oshkosh beanie.

SHOPPERS, MEET YOUR LOCAL BUSINESSES

The Love Oshkosh Campaign also sought to highlight the variety of local businesses in the Oshkosh area. The campaign’s integrated marketing strategy showcased shops, restaurants and destinations through an organic social media plan, paid social strategy, and other tools for local businesses, including posters, flyers and press releases.

In addition, Blue Door Consulting produced 15 videos, each of which spotlighted a local business. The videos were shared on the website, social media and in a YouTube® playlist.

READY, SET, LAUNCH FOR SMALL BUSINESS SATURDAY

With the strategy laid out, it was time to get the word out.

To get shoppers started, the Oshkosh Convention and Visitors Bureau needed a landing page with campaign details. The website, which featured a local business listing, images of business owners and video features, launched in preparation for Small Business Saturday.

LOVE LOCAL, SHOP OSHKOSH AND INCREASE SALES

The final receipt revealed more than $100,000 spent at local businesses during the Love Oshkosh promotion.

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