MARKETING ACTION PLAN
Marshall County Crossroads Marketing and Communications Committee Marketing Action Plan OBJECTIVE: Promote Marshall County’s Quality of Life Plan, a plan directing how Marshall County
improves its quality of life over the next twenty years. Promotion includes continuously building momentum with stakeholders and highlighting the Stellar designation - and supporting state agencies - to communicate how the Stellar program makes possible the early achievement of quality of life goals. Implementation of the Marshall County Quality of Life Plan, emphasizing the Stellar Regional Development Plan during years 1-4, are expected to attract new residents and business investments in Marshall County.
TIMELINE: Throughout the Stellar Communities designation 2020 – 2024. TARGETS: Residents and businesses currently working and living within Marshall County (“internal”);
and residents and businesses residing outside of Marshall County with the potential to invest in the community (“external”.)
CONTENT: Majority of the content shared will be generated through Stellar Communities projects' public hearings, input sessions, ground breaking ceremonies, ribbon cuttings, and components of the Stellar Communities work. Additional content shared throughout all marketing channels will be created by Marshall County Crossroads’ committees, the great hometowns, and stakeholders promoting the Quality of Life Plan and activities thereunder.
HOW: The three main areas of marketing channels used to share content will be: Outbound (traditional form of marketing where the conversation is initiated and sent out to an audience), Inbound (typically online “portfolio” of brand, content, and activities easily accessible when the target audience looks for Stellar Communities, Marshall County Crossroads, or key elements of Quality of Life Plan), and Events. It is of utmost importance that in all marketing efforts that the Marshall County Crossroads’ brand and purpose remain consistent throughout all forms of marketing.
www.MarshallCountyCrossroads | Social Media: @GreatHometowns
APPENDIX
REGIONAL DEVELOPMENT PLAN
IMPLEMENTATION: The Marshall County Crossroads team at large will play a role in implementation
of the plan with direction and specific execution from the Marketing and Communications Committee along with local marketing firm(s).
STELLARMC: For purposes of this marketing plan, “StellarMC” refers to: all Stellar designation project milestones, from the planning stages, development meetings held with state agencies and stakeholders, all the way through completion of projects. Also Included in this reference is maintaining community interest during the first year, prior to ground breaking ceremonies, along with consistent sharing of success stories that result from being a Stellar designee. Promotion of state agencies involved in specific projects are also included.
~~~ OUTBOUND: Advertising, Press Releases, Social Media Posts, etc. Share all Outbound marketing within Inbound channels. o Press Releases featuring StellarMC o Social Media Platforms ▪ ▪ ▪ ▪ ▪
Facebook Instagram Twitter YouTube Consider additional social media platforms if appropriate and available
o Print ▪
Ads, articles, and publications to appropriate internal and external targets featuring StellarMC, Quality of Life Plan, full team and committees’ development, and progress of general Marshall County Crossroads projects.
o Billboards throughout the county strategically placed for high visibility ▪
Electronic Message Community Boards located in each great hometown. These boards will serve as a communication tool to residents and visitors who do not use social media. The plan includes large boards on U.S. HWY 30 and U.S. HWY 31, and five smaller boards located at gateways into our great hometowns.
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Traditional billboards placed within the county directing traffic to website and social media.
www.MarshallCountyCrossroads | Social Media: @GreatHometowns