Social Media and Other Marketing

Social Media

As social media has evolved into one of the primary go-to’s for consumers and residents seeking hyperlocal information, so has our strategy. We are active on the major platforms (Facebook, Instagram, Twitter and LinkedIn), where we post our own content, amplify (re-post) that of our area businesses, and partner with influencers to create additional buzz and reach.

An Increase in Followers

At the end of 2022, the WPBID’s Facebook page had 4,972 followers, a 9% increase from the end of 2021 (at 4527). Twitter had 695 followers at the end of 2022, a 4% increase in followers (from 667). Instagram had the greatest increase in followers with 4,134 at the end of 2022, an increase of 46% (from 2828) since the beginning of the year. On Twitter, the WPBID posted 213 total tweets in 2022, with an average of 209 impressions per tweet and a 4.9% engagement rate. On Facebook, there was a total of 142 posts with an average 4% engagement (4.2% reach, 3.3% page visits, 4.6% new likes) rate. The 165 posts on Instagram resulted in approximately a 14.9% engagement rate increase over the last 90 days, above industry standards. Social media posts also included over 2000 Instagram Stories, which had an average reach of 202 per post.

Keeping It Entertaining…With Prizes!

In 2022, WPBID ran over a dozen themed giveaways and contests on social media. This included Virtual Bingo, in which followers messaged @whiteplains.bid for a unique Bingo card and would return to the WPBID pages to see the daily drawings in Stories. Other contests included MARCH Into Self-Care Madness, and Zombie Walk Scavenger Hunt and Costume Contest. Gift card prizes to a variety of businesses within the BID were utilized as a way to guarantee sales in the downtown district. The WPBID made sure to include all businesses in industry-specific posts and vary the businesses from which prizes were purchased. Throughout the year, WPBID collaborated with various local micro-influencers, promoting events and programs with sponsored posts. In addition to posting frequently on social media, WPBID increased the online presence of its events and programs with regular posts on The Patch, Nextdoor, and other local online calendars and blogs.

Discover Downtown White Plains

WPBID’s weekly email newsletter “Discover Downtown White Plains” regularly features events and promotions from the WPBID, local merchants, and other interesting happenings in the city. Discover Downtown White Plains was sent to more than 7,000 subscribers at the end of 2022, an increase of over 2,000 subscribers since the end of 2021. The WPBID released 55 weekly e-newsletters throughout 2022, plus 30 event-specific email blasts.

Small Business Saturday

We participated in the national marketing platform “Small Business Saturday” to boost holiday shopping in downtown. Small Business Saturday typically falls the first Saturday after Thanksgiving, in an effort to encourage people to give the same energy spent on Black Friday to their local and homegrown retail businesses as well. We embrace Small Business Saturday much longer, extending the marketing efforts through the end of our Holiday Market in mid-December. During this year’s two-week span, WPBID shared events and promotions from 28 small downtown businesses from various industries. Offerings were shared on the WPBID website and on an interactive map of downtown White Plains, which also featured all other shopping and retail options located within the BID. This map received 3,214 views during the shopping season between Small Business Saturday, November 26, and Christmas Day.