Downtown, Streetscape, infrastructure, construction, business
Purpose of Project (including anticipated outcomes):
The District of Muskoka scheduled 2021 – 2022 downtown reconstruction as a necessary project to address aging below street level water and sewage infrastructure. The Town of Huntsville used the main street dig as an opportunity to enhance the ‘streetscape’ of the Main Street and Kent Park.
With the project slated to begin in 2021 and many businesses struggling with the impacts of COVID-19, it was essential that a thorough marketing and communications plan was created to assist both downtown businesses and residents with proactive economic recovery during this significant construction project. The Town of Huntsville, District of Muskoka and BIA worked together to jointly disseminate the branded materials and communications for the branded “Diggin’ Downtown” campaign.
Anticipated outcomes of increased marketing and communications were:
Relationship Management Goals
Task Management Goals
Effectiveness / Meeting Objectives:
Effectiveness of plan objectives were continuously monitored and evaluated through tactic KPI’s, surveys and weekly touchpoints with the District of Muskoka and BIA. High level examples include:
Challenges & Changes:
Challenges with weather would delay timelines, therefore the marketing team had to react quickly with edits to marketing and communication material. The website, online media releases and social media tactics allowed the Town and District to pivot marketing communication tactics easily.
A detailed audience analysis is provided under Key Publics within the attached supporting document #1 – Communications and Marketing Plan on page 13 – 16. Target audiences were identified as:
Recovery Plan Category:
The marketing and communications plan was proactively created to ensure target audiences were aware businesses were still open. In addition to digging up the main street, many businesses were faced with COVID-19 closures and therefore this plan was more urgent than ever.
Sustainable marketing efforts within the plan included: