SYLVANIASTRONG: Thriving Through Change, Together.
An innovative marketing plan is crucial for supporting businesses and addressing traffic concerns during downtown construction in Sylvania. It ensures that businesses remain visible and accessible, even amid disruptions. By promoting clear communication, special offers, and real-time updates, we can drive foot traffic, minimize confusion, and keep the downtown area active This proactive approach keeps customers engaged, reduces the impact of construction, and ensures the vitality of downtown businesses throughout the project
Mission
Downtown Access, Local Success.
Our mission of this plan is to ensure seamless access to downtown Sylvania during construction by implementing an innovative marketing plan that keeps businesses visible, traffic flowing, and the community engaged. Through clear communication, local support initiatives, and strategic outreach, we aim to minimize disruptions and foster a thriving downtown, preserving its vitality throughout the project and beyond.
Problem
National data highlights the significant impact that construction projects can have on small businesses, especially in communities with populations under 50,000. Many small businesses experience a severe decline in customer traffic, sometimes resulting in permanent closures. For example, during a transportation construction project in St. Paul, Minnesota, businesses along the construction corridor reported declines in foot traffic and sales, with some only surviving due to additional online efforts or external support like catering.
A study from the Minnesota Department of Transportation found that small businesses in areas of prolonged construction are often at higher risk of closure if adequate mitigation strategies aren't in place. These businesses face challenges such as reduced visibility, limited customer access, and overall traffic disruption. Research conducted across various states has shown that, on average, anywhere from 20% to 30% of small businesses located near major construction zones experience revenue drops, with some ultimately closing due to the lasting financial strain.
By addressing these concerns through proactive outreach and strategic planning, such as marketing and communication efforts, cities can help alleviate the pressure on these businesses, ensuring they survive the construction period.
RevenueDecline
Studiesshowthatbusinesses affectedbyconstructionsee revenuedeclinesof 20%-30%onaverage This dropisduetoreducedfoot traffic,accessibilityissues, andconfusionabouthowto navigateconstructionzones.
BusinessClosures
Forsmallbusinesseswithin constructionzones, particularlyincommunities withpopulationsunder 50,000,theriskofclosure canincreasebyupto 15%-20%,withsome businessesunabletorecover fromprolongedperiodsof decreasedcustomeractivity
Businessesthatinvestin enhancingtheirdigital presenceduringconstruction suchassettingupecommerceormobilepasses experiencea10%-20% increaseincustomer engagementandonlinesales, helpingoffsetin-storelosses
Smallbusinessesthatactively communicatewiththeir customersduring construction(through signage,digitalmarketing,and email)report15%higher retentionratesandreduced impactonsalescomparedto thosethatdonot
Proactivemarketing strategieslikeoffering promotions,settingup directionalsigns,andregular constructionupdatescan reducerevenuedeclinesby upto40%duringthecourse oftheproject
ImpactofCommunication
Solution
Keeping businesses thriving and customers engaged through construction.
Our solution offers a proactive marketing strategy designed to keep downtown businesses thriving during construction. Through a combination of clear signage, regular communication, digital tools, and special promotions, we ensure customers stay informed and engaged. From A-frame signs directing traffic to mobile pass subscriptions that drive foot traffic, our approach minimizes disruption and maximizes visibility. By leveraging community-focused messaging and innovative outreach, we create a seamless experience for both businesses and patrons, ensuring the heart of Sylvania remains open for business throughout the project.
Solution - Steps
Plan,promote,andadapt:adynamicstrategy tokeepbusinesses thrivingandthecommunity engagedthroughevery stageofconstruction
Plan & Communicate
Set up A-frame signs, banners, and develop a website for real-time construction updates Ensure businesses are informed about the construction timeline and communicate this to their customers.
Promote & Engage
Launch promotions using the Bandwango mobile pass, social media, and email campaigns. Engage customers with special offers to incentivize visits during construction.
Monitor & Adapt
Track customer traffic, sales data, and online engagement weekly. Adjust signage, promotions, and messaging as necessary to address changing conditions
Timeline
This timeline ensures that both the construction process and marketing efforts are closely monitored and adjusted, minimizing the impact on businesses while maximizing community engagement.
November
Secure budget approval for marketing efforts, signage, and outreach tools.
Name members of the Task Force.
January - February
Roll out Bandwango mobile pass, targeted promotions, and social media campaigns to drive customer traffic.
Monthly
Begin monthly meetings with the Construction Task Force.
Goal: Establish clear communication protocols, create signage plans, and develop the website for construction updates. Begin coordinating press releases and draft email templates.
March December
Launch the marketing campaign in sync with construction start. Install A-frame signs, banners, and digital updates.
Host a monthly meeting to review data on customer traffic, online engagement, and sales. Adjust signage or promotional strategies as needed.
Maintain marketing efforts, adjust based on feedback, and continue monthly meetings with the task force.
Summer 2026
Intensify promotional efforts as construction nears completion. Prepare to shift focus from mitigation to celebration of project completion.
Investment Request
$10,000+
Website & Digital Communication Management: $1,000
• Real-time updates for businesses and customers on construction status and access routes.
Signage (A-frame signs, banners, etc.): $3,000
• Visibility solutions to direct customer traffic and maintain business accessibility.
Bandwango Subscription: Approx. $6,000/year
• Provides digital tools to engage customers and drive traffic.
• Opportunity to brand supporting materials for prizes, i e mugs, t-shirts, etc
Additional opportunities: billboards, “survival kits”, administration and distribution of small business grants within the construction footprint, and cost of celebration at the end of construction in 2026.
This streamlined budget focuses on impactful tools and strategies to support businesses during construction without additional project management fees.
"Boost foot traffic and drive customer engagement with Bandwango’s dynamic digital promotions, keeping local businesses thriving through every construction phase."
