Merchant Guide
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Table of Contents 3
We Are Downtown Campaign Description
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Campaign Rules and Regulations
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Submitting Photos
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Contests
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Promotional Materials
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We Are Downtown Campaign Description
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We Are Downtown wearedowntown.tumblr.com CAMPAIGN INFORMATION PACKET
Burlington Downtown Corporation
What it is We Are Downtown is an online Instagram campaign to bring together the community of downtown Burlington, NC. It is a webpage where people can upload photos of their lives in downtown as well as see what other people are uploading. The goal of the campaign is to foster the downtown community by showing people what it is like to live here. We at Burlington Downtown Corporation believe that this campaign will encourage people to visit our community.
This is a picture of the trial version of the We Are Downtown website. It will look different for the final launch, but we wanted to give you an idea of what it will look like.
How it Works
There are three ways to upload photos to the We Are Downtown webpage. First, if your phone has Instagram or Twitter, simply put “#WeAreDowntown” into the caption of your picture. Second, you can upload photos straight from your computer under the “Submit” section of our webpage. Approved photos will also be uploaded to We Are Downtown’s twitter and facebook account.
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Using Instagram About Instagram. What is it? Instagram is a mobile phone application that allows you to share photos with your friends and family. It is the most convenient way to participate in our campaign but, remember, you can still upload photos through your
Campaign Vocabulary Instagram Captioning: Provide a brief description of your picture so that people know what they’re looking at. Ex) Eating lunch at Zack’s Hotdogs with my family. Hashtag: A “#” is used so that other users can follow your business or campaign and help make your business more searchable. Ex) Riding bikes in downtown is always a pleasure. #WeAreDowntown Tagging: Use the “@” symbol to find other users you follow and identify them in your photos. Ex) We had so much fun at the photo shoot! @saraannephotography
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Campaign Rules and Regulations
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Campaign Rules The objective of the campaign is to build community in downtown Burlington. So, we have defined some rules to keep this campaign on track: 1.The caption of your photo must contain the #WeAreDowntown 2. Using the #WeAreDowntown gives the Burlington Downtown Corporation permission to reuse your photo or likeness in any capacity. 3. Don't post anything you would not show your mother (No nudity, profanity, or illegal substance or behaviors) 4. Do not post any ads or promotional materials for your business. This will detract from the goal of the campaign. However you may post pictures of people within your business or at your events. 5. Try to limit yourself to no more then 10 pictures a day 6. Take pictures of your daily life. It can be anything but we love people shots! 7. As a campaign participant you are required to place approved promotional materials in your store. 8. Burlington Downtown Corporation reserves the right to reject or remove any posts that are deemed inappropriate or not in accordance to the goal of this campaign. 9. Using the #WeAreDowntown signifies your agreement to these rules and regulations.
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Final thoughts
If you have any questions or suggestions, please contact us at Info@burlingtondowntown.com. We are also available for appointments if you need additional help. We hope to develop contests throughout the following months to encourage people to use our website and to visit downtown. In order for this campaign to be successful, we are counting on our local businesses to participate and to spread the word. The following pages outline how to participate and upload photos to our campaign. There are three ways to upload photos: Instagram, WeAreDowntown’s webpage, and Twitter. Furthermore, we invite you to “Like” our Facebook page at www.facebook.com/WeAreDowntown to keep up with We Are Downtown’s latest news and contests.
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Submitting Photos
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How to Submit Photos Using Instagram Step 1: Open up your Instagram account on your phone.
Step 3: Pick a filter for your photo. Click “Next”.
Step 2: Take a picture of your time in downtown. Or import a previously taken photo.
Step 4: Write a caption, include #WeAreDowntown, and click “Share”!
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How to submit photos using our website Step 2: Click on “Choose a photo”.
Step 1: Click on the “Submit” button.
Step 3: Find the picture file, select the photo, and hit “Open”.
Step 4: After the image is uploaded, make sure to type in your name and e-mail at the top right, add a caption, select “WeAreDowntown”, accept the Terms of Submission, and click “Submit”.
Step 5: If you receive this message, then it worked! Your picture will appear once it has been approved.
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How to submit photos using Twitter Step 1: Open up your twitter account on either your phone or computer.
Step 2: Click on your camera feature to take a photo.
Step 3: Take a photo! Pictures of people are recommended.
Step 4: Write a description, include “#WeAreDowntown”, and hit “Tweet”.
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Contests
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Promotional Contests Promotional Contests are designed to encourage community involvement in our campaign. In order to build a strong feeling of community through this effort, it is important that we get other people to participate. The goal of these contests is to organically promote downtown businesses. It is important that we have merchant participation in these efforts to make them as successful as possible. This is a list of the contests that will potentially run throughout this campaign. Contest #1: “Kick-off” Goal: get to 500 pictures Rules: post a picture of you or of friends doing something active and fun at the active city streets festival- each person may only submit one Details: have a thermometer at the booth to track progress and encourage people to keep contributing photos - provide incentives along the way (ex. the 100th person to submit wins something) Hashtag: #activecitystreets #btownactive Runtime: May 4th
Contest #2: “Local Foodie” Goal: Subtly promote local restaurants and food vendors Rules: upload pictures of any snacks/meals/drinks purchased at a downtown location Hashtag: #btownfoodie Runtime: Fri/Sat/Sun of one week- can be repeated
Contest #3: “Music Junkie” Goal: showcase local musicians Rules: Pictures of local bands or musicians, can be on the street, in a bar, musical performance in church, ect Hashtag: #btownsounds Runtime: Weekend?
Contest #4: “Top Chef” Goal: promote the local farmers market Rules: Upload pictures of meals and snacks you’ve made with food from farmer’s market or Co-Op; Caption needs to include ingredients and if it fits a special diet i.e. gluten free or vegan Incentives: Win a basket of produce for most creative recipe Hashtag: #btowntaste Runtime: Could be done on multiple Saturdays
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Promotional Contests Contest #5: “Favorite Places” Goal: Show off some of the great sites around downtown but from a more personal level Rules: Upload pictures of you and friends at your favorite spot in downtown Limit one submission per person Hashtag: #btowngems
Contest #6: “Helping Hands” Goal: Showcase some of the great nonprofits and people in Burlington Rules: Upload pictures of volunteering with downtown organizations; Can be any type of community service Hashtag: #btowngives Runtime: 1 week
Contest #7: “Lucky You” Goal: help organically promote some of the local retail shops Rules: Upload pictures of you and a great find from a store, can be any kind of item even a hard to find food product Hashtag: #btownshop
Contest #8: “All Together Now” Goal: get people into downtown Rules: Pick a “place of the day” get people to get a shot of them and as many other people as possible at this place; obey fire codes Hashtag: #btowntogether Runtime: Could be done on several different days in several different places
Contest #9: “Hey Good Looking” Goal: Show off some of the local salons and businesses Rules: Upload a style/cut/color/makeup session from a downtown salon could also take a picture modeling new clothing or jewelry- potentially include extra glamorous shots from local photography places MUST BE a people shot Hashtag: #btownstyle
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Promotional Materials
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