Downtown Council of Kansas City, Missouri
PROGRAM: Embracing the Digital World: Print to Screen
After decades of decline, Downtown Kansas City was earning national and international attention thanks to more than $6 billion in investments over 10 years. Fast Company named Kansas City one of the “12 Best Cities for Innovation” and Forbes ranked it one of the “Top 10 Best Downtowns in America.” Despite these accolades, one audience remained unconvinced: people living in Kansas City and the surrounding suburbs.
The challenge facing the Downtown Council was to affordably and consistently communicate the Downtown brand in a way that would reflect the high opinions of advocates and change perceptions of local audiences who remained unaware that Downtown Kansas City offers a safe, clean and fun place to live, work and play.
To reach key audiences affordably and in a format they preferred, several items that were previously produced in a hard copy printed format were redesigned as digital documents suitable for viewing on computers, tablets and mobile phones.
Sturges Word worked with the Downtown Council to redesign its e-newsletter and e-blast template, both of which were intended to drive readers to the Downtown Council website and entice them to visit Downtown and see for themselves that it was a safe and fun place to be.
Since past research indicated that a perception of scarce Downtown parking was a barrier to visitors, Sturges Word created a highly detailed parking map that could be downloaded and printed or viewed on mobile devices.
By converting the parking map and annual report to digital formats, the Downtown Council saved nearly $15,000 on printing. Opt-ins to its weekly e-blast increased to 260,000, up 25 percent compared to previous years. Though several tactics were likely responsible, page views of Downtown Council website and online parking map were also noticeably increased.
Services Provided For Downtown Council