2. The Marketing Plan
serves as a guide for the development and
implementation of advertising, promotion,
communications and public relations efforts
associated with the redevelopment process.
The strategies and tactics outlined in a marketing
plan are based on research including phone,
intercept and merchant surveys, public input from
meetings such as this one, data collected from the
Esri Market Profile, US Bureau of the Census and a
review of the local market.
4. Redevelopment Marketing Examples
Create brochure highlighting CRA projects, areas and
opportunities – distribute at ICSC seminars and conventions,
to local realtors, bankers, brokers and investors
12. Advertising Campaigns
Ad campaigns, including a series in local
newspapers, co‐op ads and full color, full page in
local magazines…seek media sponsorships to
help spread the word.
15. Background
Excerpt from the Dania Beach CRA Redevelopment Plan
Adopted – January 2009
5. Redevelopment 5: Pursue an active marketing and public information
Goal approach to implementation of the CRA Redevelopment Plan
5.a • Hire a public relations firm to develop an image and marketing
program, strategies and materials.
5.b • Develop an implementation schedule for marketing, to include
success milestones.
5.c • Establish an Art‐in‐Public‐Places program.
5.d • Work to set up a new Main Street organization
5.e • Change the City’s motto from “Broward’s First City” to one more
reflective of the marine theme.
5.f • Develop detailed architectural guidelines for non‐residential
projects, including public works projects.
5.g • Develop a signage program for the entire CRA.
5.h • Provide funding for incentives for business attraction and
retention.
5.i • Partner with business and industry representatives to market the
CRA Redevelopment Plan and lobby for funding.
16. Intercept Survey Results Phone Survey Results
Awareness & Visitation
•City of Dania Beach overall, no awareness problem (95% aware)
•Awareness Issues exist within Districts
•Dania Beach Commercial Districts draw a substantial percentage of visitors from outside the
city (48%).
•Likelihood to visit in the future is far greater among those who were visiting Dania Beach
Commercial Districts (76%) versus phone respondents (41%).
Time It Took To Get To Awareness & Visitation –
Dania Beach Today Antique Row
Average = 18.7 minutes 63% Not aware ‐37% Aware
18% Have Visited ‐19% Have not visited
Time Spent In Dania Beach Today Design District
Average = 1.8 hours 82% Not aware ‐ 18% Aware
7% Have Visited ‐ 11% Have not visited
Amount Spent In Dania Beach Today IGFA Shopping Area
Average = $59.20 53% Not aware ‐ 47% Aware
21% Have visited ‐ 26% Have not visited
18. Intercept Survey Results Phone Survey Results
Suggestions/ Additional Offerings.
These suggestions will help guide business attraction efforts.
Movie Theater 34%
Fine dining
Big Box/Mass Market retailer (i.e. Target, Wal‐Mart, etc.) 18%
Men's clothing/accessories
Fitness/Gym 15%
Women's clothing/accessories
Bars and/or Night Clubs 15%
Movie theatre
Casual Dining 12%
Bars and/or night clubs
Coffee Shop/Café 10%
Fast food dining
Supermarket 10%
Casual dining
Fast Food Dining 9%
Coffee shop/cafe
Electronics Store 9%
Big Box/Mass Market Retailer (Target, Walmart, etc.)
Fine Dining 8% Antique stores
Men’s Clothing/Accessories 8%
Supermarket
Women’s Clothing/Accessories 7% Toy store
Antique Stores 7% Clean the area up/Facelift
Urban Style Chains (i.e. Gap, Barnes and Noble) 7% Better parking
Gifts and Specialty Shops 7% Improve infrastructure (roads, public transport)
No additions needed 5% No additions needed
Don't know/No answer 2% Don't know/No answer
19. Intercept Survey Results Phone Survey Results
Top Sources of News or Information
(Among All)
55%
48%
19% 21%
13% 11% 11%
6% 5%
3%
TV Internet Radio Sun Sentinel Miami Herald TV Internet Sun Sentinel Radio Miami Herald
21. Highlights from Merchant Surveys
• 71% have been in business for more than 12 years
• 52% have been in business in Dania Beach for more than 12 years
• 48% of businesses occupy spaces from 1000 to 3000 square feet
• 82% report that they currently have no improvement plans
• 66% report a decrease in sales over the last year
• 60% do not own the property they occupy
• 58% of customers come from outside Dania Beach or outside Broward County
• 44% report word of mouth as their primary advertising source (less than 20%
utilize print or online media outlets (multiple responses accepted)
• 71% of respondents included “restaurants” when asked what types of
businesses would you like to see locate in Dania Beach (multiple responses accepted)
• 52% cited “appearance and image of the area” as issues their business
faces (multiple responses accepted)
• 58% cited “crime” or “loitering/vagrants” as issues their business faces (multiple
responses accepted)
• 73%, 69% and 54% cited “attracting more business”, “property/façade
improvements” and “landscape/streetscape improvements”
respectively as improvements they would like to see
• 61% are interested in participating in a merchant association
22. Attitudes and Perceptions
The answers gathered tonight from the following questions will be used to outline
guiding principles in the Strategic Marketing Plan for the future development of
marketing collaterals to position Dania Beach redevelopment activities.
We thank you for your input.
1. How would you define Antique Row as it is today?
The Design District?
IGFA / Bass Pro Shops?
2. What are some of the positive feelings you have about the
Dania Beach Commercial Districts?
3. How do you want the areas to be remembered after people
have visited?
23. Redevelopment Activity
1. What types of businesses do you envision being added to
the Dania Beach Commercial Districts to make them
successful, thriving destinations for locals and visitors?
2. If you were talking to potential investors today
about the Dania Beach Commercial Districts, what would
you say is the reason they should invest in the area?
24. Graphic Images/Symbols
1. What images do you think could be used to capture
the essence of the Dania Beach Commercial
Districts?
2. What words do you think could be used in a tagline
to promote the CRA areas?
3. What colors would you like to see used to theme
Dania Beach and it’s commercial business
districts?
25. Graphic Images/Symbols
4. Do you think the words “Antique Row” or “Design
District” should be used either in a logo or slogan to
identify the areas?
5. What do you think of when you see the current CRA logo?
6. Do you think any, some or all aspects of this logo could be
incorporated into a theme or used to symbolize Dania Beach
and/or it’s commercial districts?
