Promoting the heart of Champaign.

CAMPAIGN DEVELOPMENT CASE STUDY

Client: Champaign Center Partnership (CCP)
Capabilities: Branding, Graphic Design, Photography, Video Production

As businesses reopened their doors, the Champaign Center Partnership tasked Clanin Marketing with developing a visual and entertaining summer campaign to entice people to visit the shops, services, and eateries throughout Champaign’s Downtown, Midtown, and Campustown districts. To do this effectively and with authenticity, we conducted a focus group with a variety of business owners and city officials to discuss the post-Covid challenges and opportunities they were experiencing.

Solution

Bringing people and businesses back together again.

To fulfill the Champaign Center Partnership’s request, Clanin Marketing recognized the need for positive, inviting messaging to reunite people with restaurants, shops, and specialty services within the city’s central districts. From there, we would connect our messaging to communities throughout East Central Illinois employing a strategic selection of channels including website, print, and digital platforms. Additionally, our team developed a visual set of eye-catching branded marketing tools to be distributed throughout the districts and participating businesses.

Deliverables

From daytime to nightlife, “The Heart of it All” was chosen as the campaign theme accompanied by 70s inspired fonts and colors to create a feel-good vibe.

Videos and photos are the storytellers of our work.

Using our team of professional videographers and photographers, we worked to capture the beauty, vitality, and diversity of the three business districts. Our team worked diligently to storyboard, cast, and direct beautifully produced videos with corresponding photos capturing chefs, shopkeepers, and patrons making the city come to life with their passion and resilience!

Campaign Video

Campaign Photography

Leveraging social media storytelling to boost engagement.

Targeting individuals within a 30-mile radius of Champaign, we utilized a variety of media resources, like print and television, to saturate the market area and reach all segments of the population. Our team also deployed and managed campaigns across Facebook and Instagram allowing for greater reach and user engagement. The social media ads reached over 100,000 individuals and helped increase new / first-time users to the Champaign Center Partnership’s website by 84%. The campaign was also successful for reaching new individuals outside of Champaign as website traffic increased 109% from users located in surrounding towns. The best of all? Numerous positive comments online!