Downtown WW Foundation

New Shop Small Walla Walla 2023 Campaign

UB Ads

10.62 x 10.5 inches | 10.62 x 21.5 inches | 10.16 x 10.11 inches

13 x 19 inch poster

Social Media Images

Previous Shop Small Walla Walla 2023 Campaign

UB Ads

Full page (10.625 x 21 inch) | Strip (10.625 x 3 inch) | Quarter page (5.25 x 10.5 inch)

Social Media Images

4.5 X 6 inch PASSPORT

11 x 17 inch poster

24 X 36 inch Display

Tote Bag

Downtown Wine District Brochure UPDATE

Downtown Wine District Presentation

Downtown Wine District Brochure

UPDATED MAP

INSIDE 3-PANEL SPREAD

FOLDS

Drink Local Stickers

3.25 x 6 DTWDWW Logo Sticker (die size is about 2.5 x 3.5)
3.5 x 5.25 Drink Local Sticker (die size is about 2.75 x 2.75)
11 x 2.625 Drink Local Bottle Sticker (die size is about 8 x 2)
2.875 x 7.875 Drink Local Glass Sticker (die size is about 2.5 x 5.5)

2022 Holiday Parade of Lights Map

Shop Small Walla Walla 2022

UB Ads

Quarter page (5.25” x 10.5”) Full page (10.625” x 21”) Strip (10.625” x 3”)

Social Media

4.5" x 6" Passport

12" x 18" Poster

24" x 36" Poster

Creative Brief: Downtown Walla Walla Foundation

Participants

 Kathryn, Cindy, and David — January 11, 2021

Overview 

What would you like us to do for you? What is the purpose and scope of the project (heighten credibility, expand services, sell 2000 widgets, etc.)? 

We want to update the website. The site works well for us, but it is a bit dry. We want to add vibrancy and make the site even more engaging.

Our website needs to be great because it is central to our marketing and communication efforts. The site should be super easy for our users to navigate. And, the site must work to make our jobs easier. 

For some time, our site has been event-focused, and we've promoted events successfully. However, our site needs to tell many stories about Downtown and the work of the Foundation. The site should show our work in Downtown business advocacy and historic preservation. We can do a better job promoting downtown businesses.

Our mission is to promote Downtown's:

• History

• Culture

• Commerce

History

We are a small organization, yet we have outsized resources. We assist with tax credits and design. Plus, we are working to make the whole downtown core a historic preservation district.

For example, we are helping to better our Downtown by working to locate a buyer for the Macy's building. The space isn't empty; it's full of opportunity. This work fits nicely into our mission.

Fortunately, our community values the historical legacy of Downtown, and the motivation to keep our history vital is present. Our community recognizes the economic value of historic Main Street, but we could do more to emphasize and highlight that history. For example, we could offer a Downtown historical tour. We could also actively tell the story of our success with the 80's revitalization (we have before and after photos). Plus, we can tell the story of our current work.

Culture

We promote the culture Downtown with our substantial menu of events. Events include the Farmers Market, Brewfest, Summer Sounds, Sweet Onion Festival, Wheelin' Walla Walla, Trick or Treat, Parade of Lights, and more. We must tell the story of why these events matter. We need to inform our audience about the details of these events to make attendance even more attractive than it is today.

We can also highlight the culture of Downtown by pointing to the thriving culture of music, food, public art, private art, murals, cooking classes, live events, and more. 

We also need to promote the joy of all that is under five bucks or even FREE Downtown. There are many fun (and family-friendly) events that very little or don't cost a thing. Everyone in our community can enjoy a walk on a summer's evening to soak in the beauty of the architecture, whispers of music, and the delightful smell of a connected and thriving community.

Commerce

We also promote new and existing businesses with resources to help make them even more successful. We have a special knack for listening and then pairing needs with opportunities. We know that we need to do more to support entrepreneurs and startups. We want to create a new downtown co-working space as the first step in that process.

We also keep an eye on downtown openings and opportunities. While we don't have many empty buildings to fill, it is essential to fill them for the good of the entire Downtown community. 

We are super flexible. We dive into anything and everything that helps Downtown succeed.

Creative Considerations

What limitations or constraints do you have (budget, schedule, size, paper, etc.)? What elements or colors, or other personal preferences must be represented in this project? Who will create additional materials that we do not create? (writing/photography/illustration etc.) What are examples of projects of this type you have seen that you think are effective? Can you please share some samples?

We want to update the website, so the function is first. The site should be bright, fun, vibrant, and alive. Colors should be lush with a focus on colors seen downtown. When we look around, we see bright yellow, orange, green, and beautiful wine. Let's lose the brown. =)

The site must be focused on community visitors and travelers first. Plus, we need a prominent business-to-business section as well.

We need better and updated photos. We need to hire a photographer (or three) to spend some time Downtown and get good updated shots.

We should plug the B&O Tax deal, and we need a THANK YOU page. We want to be sure that it's easy to get in touch with a real person. The site should offer full contact info in the footer on every page. 

Site writing comes from Cindy, Kathryn, and sometimes David.

Note: We must say WHO WE ARE. Most people think we are a city department. We are a separate non-profit organization. We create many partnerships: We work with the City, the Chamber of Commerce, The Wine Alliance, and more. We often form new alliances.

Here are some examples of other Main Street websites that Kathryn found:

1. Port Townsend Main Street: Their website is not bright and pretty, but it has a lot of the information we discussed.

2. Ellensburg Main Street: Their website is very colorful and has a lot of the content we discussed. Like their contact info listed at the bottom, had the Main Street logo as well.

3. Wenatchee Downtown Association: Very classy website. Colorful, informative, and easy to navigate. I love how the picture stays in the background and the content scrolls. I also like the contact info at the bottom of the home page.

4. Downtown Sumner Association: Their website is similar to ours. I like how they have their sponsors and partners listed on the home page. 

5. Downtown Vancouver: They have art listed with headings and walking tours we talked about that you can look at and get ideas. Like the idea of the four boxes on the home page.

6. Downtown Bellevue: I love the top banner and the fact that it scrolls. It is very colorful throughout the entire site. I love the drop-down tabs and the look of it.

7. Downtown Olympia: Has "What They Do" listed on the home page.

Product Description 

What are the products or services your business provides? What is the product or service that you want to promote? What are its features? How much does it cost? What is it made of, and how is it used? What makes it different, unusual, or unique? 

Our product is the success of our Downtown neighborhood.

We are focused on four points:

1. Design: We work on the appearance of Downtown.

2. Promotion: We market all the things that are Downtown

3. Organization: We connect and coordinate. None of us can do it alone. We work with the municipality, service groups, friends and neighbors. "Never underestimate a passionate group of people working together."

4. Economic Vitality: We make sure the dollars are coming in to Downtown.

When a community member or a visitor arrives Downtown, they will find a beautiful, historical, and diverse neighbohood. They will see beauty in the architecture, art, banners, flowers, food, wine, shops, and the smiling crowd. There are good experiences to be had if you have $5 or $500 in your pocket. Downtown offers many high quality businesses with a very approximate split of about 25% wine, 25% restaurants, 25% retail, and 25% services.

A LOT is going on Downtown. Of course, there are the events that the Foundation coordinates, but there is SO MUCH more going on. Downtown is thriving and busy and FUN.

Walla Walla's Downtown stands out because the people are the center. We're widely known for our friendly, positive, and welcoming attitude. Downtown is also unusual because it is very tight and walkable. Many neighborhoods are close, so walking Downtown is typical.

There's more:

1. We bring tens of thousands of people downtown every year. We make sure Downtown is attractive and well presented.

2. We help with tax credits for historic preservation.

3. We help with paint colors that connect with the historic look of Downtown.

The Downtown Walla Walla Foundation will literally help with ANY project that promotes the history, culture, and commerce of Downtown. ANYTHING. We can help with grants, sprinklers, signs, permitting, and events. We offer resources for business planning, equipment, Main Street maintenance, cleaning, holiday decorations, banners, planters, and more. Downtown business people come to us and say, "I need help, and I don't know where to start; that's why I came to you." We are a resource center. 

We work with building owners and developers to navigate historic preservation and building updates. We can also assist buyers who are looking for Downtown investment opportunities.

We solve problems.

Competition 

What makes your business special among similar businesses? What's your value proposition? Who is your present competition? Who would you like to be competing with? What similar products or services are currently available, and how good are they? 

Downtown competes with the mall, Walmart, and other big-box retailers. Sometimes people think we compete with our partners at the Chamber of Commerce, Visit Walla Walla, the Wine Alliance, and similar groups.

Some people also think that we compete with our sister main streets, but we don't. We align our efforts with other downtown organizations. 

Our competition is intense. The familiar big retailers are good at what they do. People know what to expect in their stores, and they even know approximate pricing. Similar products can be less expensive (and less quality) at the chain stores than at Downtown boutiques.

How well do we compete with the big boxes? The Downtown offering is VERY different than similar products at a big box store. Sometimes people see the two products as equal, but they are not. Generally, the products offered Downtown are of much higher quality, and they include a more satisfying shopping experience. When you include the EXPERIENCE that comes with shopping in the price, we are very competitive. Our NO HUSTLE/slow down vibe brings people downtown, and they LOVE it.

It's also important to emphasize that, Downtown can be very affordable! There are bargains, and we should show our audience how to find them.

We've considered a series of articles based on a fun three-day itinerary in Downtown Walla Walla. We'll call it "Seventy-Two-Hours in Walla Walla." We can use this series to highlight wine, dining, shops, and services.

The series could help with decision fatigue and show folks how to enjoy Walla Walla. We can also write a sequel, "Seventy-two hours in Walla Walla with Kids." In many ways, the series could take on a "Choose your Own Adventure" vibe.

While we have a superior retail experience, we must remember that the retail experience is NOT the main point. Telling the story of our community and neighborhood is foremost.

Target Audience & Market Realities

Who is your current primary audience (gender, age, socioeconomics, employment, geographics)? How much do they know about the product? What are their attitudes toward products or businesses like yours? What motivates them? Who do you want your audience to be? 

Our most essential audiences are visitors and community members. We want to help them navigate the site easily when they register for events, check the Downtown calendar, and seek out new experiences, 

We also serve our stakeholders:

1. Downtown businesses

2. Property Owners (and potential property owners) who work with us for tax credits.

3. Municipalities and other government entities

We do have some visitor info from Visit Walla Walla. Most visitors are over 50, more affluent, and often white. Still, we see Downtown as for everyone, visitors and community members alike. 

We've noticed a shift in attitude since COVID arrived. The "Think Local" campaign has had had an impact on people's behaviors. More people in general, are focused on spending more locally. People venture Downtown for events, food, wine, beloved shops, toys, books, and much more. More folks are coming Downtown. The tips have grown.

Downtown is the vibrant beating heart of Walla Walla.

User Benefits 

How will the user be better off using your product or service? Will he or she save time, effort, or money? If so, how much? How important is this product to the consumer? Are there tradeoffs (higher quality, but higher price)? 

Walla Walla's Downtown offers a unique experience you won't find anywhere else. All cool main streets are different. The experience is not about fast. It's about slow. It's not about saving money. It's about finding unique opportunities. It's not all about commerce. It's about community too. Kathryn says, "My favorite is to see people bringing their own fun downtown, playing cards or chess and sipping from water bottles they brought from home." 

Our events are an essential part of the downtown experience. However, Downtown still has a beautiful vibe on days when there aren't any organized events. People want to see what's happening. People want to watch people. People love Downtown.

Of course, we think a lot about the downtown experience, but most people don't give it a second thought. Downtown is just here. Most community members have no idea about all the work that goes into maintaining Downtown's unique vibe.

Some people in our community don't find the Downtown core meaningful. They say, "I never go downtown. There's no parking — just tourists. I'm busy with family, kids, and sports." These folks have different priorities. Many think of fast food first instead of fine dining and unique restaurants. They have different priorities and we may not change their minds. Downtown sometimes feels like an expensive destination.

BUT, we have something for every budget, and we have lots of family-friendly opportunities as well. 

Of course, there are things we can do to make Downtown more family-friendly. And, we can also emphasize the bargains found Downtown. Every single store has something for $5. Okay, maybe not Walla Walla Clothing Company, but everybody else.

Our message must show: There are cool things to do Downtown and at every price point.

Most Important Point (MIP) 

What are the top three (or more) ranked benefits of your product or service? If you could choose only one thing the audience remembers from your advertising, what would it be? 

1. Community and connection.

2. The physical space is beautiful.

3. There's a lot of variety

4. Wonderful restaurants

5. Wine (Still, it is so much more than wine and dollars)

6. Art and murals

7. Events

MIP: Community and connection. It's all about the people.

Think Downtown Sub-brand

Macy’s Colville Street

Macy’s Main Street

Macy’s Alder Street