Presented by Clements Subaru Sunday, August 2: 1-5 pm Peace Plaza, Downtown Rochester

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1 EVENT 2015 RECAP

2 Presented by Clements Subaru Sunday, August 2: 1-5 pm Peace Plaza, Downtown Rochester Overview Dogs Downtown was designed to create an inviting and engaging downtown environment for pet owners and dog lovers alike. Its inaugural year was filled with excitement, and the Rochester Downtown Alliance (RDA) looks forward to making this an annual event. Participating Businesses Clements Subaru (Presenting Sponsor) BACB Unleashed People s Food Co-op Carroll s Corn and Carroll s Cup Paws Abilities Good Dog Camp Minnesota Greyhound Rescue Therapy Dogs of Mayo Clinic Camp Companion Doo Crew The Wagazine Murph s Hotdogs Activities Free Dog Caricature Portraits by Tastes Like Paint through the Rochester Art Center Free Balloon Animals Live Music by: Dirty Laundry Duo and Driven by Rhythm Walk to Central Park Photo Booth Dog Pools Agility Course Dog Trick Demonstration

3 Marketing Summary The marketing budget for Dogs Downtown was $1000, and our goal was to maximize every dollar and shrink our Cost Per Impression (CPI) to well below traditional advertising costs. We utilized paid non-traditional channels like social media sponsored content, digital targeted ads, targeted audience engagement, and limiting print advertising. Building a firm communications plan and graphics suite to help stretch our dollar also helped achieve our goal of high engagement and high attendance o Formulating a mission statement, event objective, and keywords o Press Release o Following up with local media and lobbying for coverage o Creating, utilizing, and providing (as a free resource) consistent graphics and branding for the event Facebook Dogs Downtown Event Page o 371 registered as going o 74 maybe o 461 invited o Post Engagement (10 posts total) 52 Comments (5.2 comments per post) 141 Likes (14.1 likes per post) RDA Facebook Page Engagement (Total 8 posts) o Content Reach = 8,029 (5,648 paid) o Total Impressions = 11,912 o Total Comments = 22 o Total Likes = 56 o Total Shares = 12 Twitter (Total 20 posts) Total Impressions = 4,985 Total Engagement = 244 Total Comments = 2 Total Favorites = 14 Total Shares = 9 Instagram (Total 8 Posts) Total Favorites = 125 Total Comments = 4

4 Print Advertising Direct Mailer o A letter to dog / pet focused businesses (over 70 locations) was sent one month prior to the event with information about Dogs Downtown & asked for support to help spread the word o A 8.5 x 11 version of the Dogs Downtown poster was also included o Pet-friendly hotels were also included in the 70+ locations Print/Traditional Advertising o Shop Rochester Magazine Full page ad in the August issue, on stands / in homes July 27 o PB Daily Circulation ½ page ad in Sidewalk Sale ad insert, July 23 o Wagazine- Full page ad through partnership, Summer x 17 Poster o 150 copies distributed throughout Rochester PR Coverage (Print, TV, Radio) Over 10 different news stories, features, and mentions across all media channels Print o Post-Bulletin daily circulation TV- coverage by the two largest networks in Rochester, MN o KTTC (NBC) o KAAL (ABC) Radio o Townsquare Media (KROC fm, KROC am, Y105) mentions Digital o Med City Beat story Online Online Targeted Ads Online ads targeting pet owners in Rochester and surrounding town/cities were targeted five days prior to the event. RDA Website o Dogs Downtown page was created to support the new event. As of 8/5/2015, the Dogs Downtown webpage was ranked number five out of all the pages on our website. To put this into perspective, the DowntownRochesterMN.com (homepage) is number 4, which is considered a high traffic page. Pageviews 4,048 (04/29 08/05/2015) Unique Pageviews 3,323 (04/29 08/05/2015) o Funny Dog Photo Contest A photo contest was added to drive engagement and build word-of-mouth marketing. Grand prize was a $75 Dog Grooming package to PetSmart and Doggy Gift Basket Over two weeks: 135 Submissions 840 Pageviews, 602 unique Pageviews Marketed exclusively through digital channels

5 Attendance: 3,300 people and their four-legged friends We went and had a blast! Thank you for putting this together. We came home with an armful of free things and the dogs were treated so well! - Susan Joachim best day ever - Francisco Cortes We loved it but, more importantly, our dog loved it! Thank you all for putting this on! - Kaelyn Smith Giveaways (Qty. 250 each) Frisbees Waste Bag Dispensers Tennis Ball Throwers Food Scoops Subaru Bandanas

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