As part of the Economic Recovery Task Force, the Allen CVB is working in coordination with PAMRO, AEDC, and Allen/Fairview Chamber of Commerce to develop a Shop Local Campaign for Allen.  Shop Local campaigns have historically been successful in raising awareness of the importance of shopping local.  Our campaign is also being used as a tool to stimulate local spending by both residents and visitors as the destination/business community reopens from the pandemic.

The campaign will be managed by Destination Innovate (currently Allen CVB agency of record).  Destination Innovate has specific experience with shop local campaigns in addition to destination marketing. 

On May 19, 2020, representatives from the Allen CVB, PAMRO, AEDC, and the Allen/Fairview Chamber reviewed campaign creative concepts presented by Destination Innovate and unanimously agreed on a creative direction and overall execution strategy.

On May 20, 2020, Allen CVB and PAMRO continued to review various optional elements of the campaign with Destination Innovate in order to finalize cost and timeline.  From this review, the foundational components of the campaign will be executed over the next 6-months with a budget not to exceed $90,000.  Campaign deliverables may include:  Project Management, Public Relations, Website/Splash page, Paid Social Media, Signage, Advocacy, Video, Direct Mail, Advertising, SMS Messaging, and Street Activation.  

Once the agreement is executed, the project will move quickly with creative and asset development, with a city-wide launch expected in late June.  Note the campaign is designed to work with both visitors and residents for targeted messaging.  Each agency will be involved in aspects of the campaign as follows:

Allen CVB - Enlist destination partners in campaign participation, promote campaign to visitors, continue organic (unpaid) social media strategy.

Allen/Fairview Chamber of Commerce - Enlist Chamber businesses for campaign participation and use ambassadors for grassroots efforts to connect with business community for ongoing participation in the campaign.

Allen Economic Development - General support of the campaign within their business retention efforts and encourage participation in the campaign; demonstrate efforts to maintain a thriving community for continued development efforts.

City of Allen/PAMRO - Execute educational portion of campaign targeting residents, using communication channels to promote the Shop Local message.

The increased budget for the Shop Local Allen Marketing Campaign is from the CARES ACT funds. Attached is Exhibit A, to the contract, where the specific scope of work and associated costs will be identified.

Staff recommends that the City Council Authorize the City Manager to execute a Contact Amendment to increase the Professional Services Agreement with Destination Innovate, LLC., for Marketing Agency Services for the Allen Convention and Visitors Bureau from an Annual amount of $180,000, for one year, to $270,000 to execute Shop Local Allen Marketing Campaign.

I make a motion to authorize the City Manager to Execute a Contract Amendment to increase the Professional Services Agreement with Destination Innovate, LLC., for Marketing Agency Services for the Allen Convention and Visitors Bureau from an Annual Amount of $180,000, for one year, to $270,000 to execute the Shop Local Allen Marketing Campaign.