Lower Downtown District, Inc.

COMMITTEE COLUMN

Feb 11, 2000

Active?…not reactive is the foundation for the LDDI's Marketing Committee plan. This newly formed group is currently completing a marketing plan that will create a brand for LDDI in association with the events planned for this year.

"In the past, LDDI has not been in the driver's seat with respect to creative services," says Deborah Williams, Director of the Marketing Committee.

"While we're grateful for the past efforts, we were often thrown into deadline dilemmas that left the creative unfocused. The resulting pieces were a 'hodge podge' of looks and marketing messages."

This year, the group plans to enlist local talent to create a "unified branding exercise under the umbrella of the events and other marketing needs," says Deborah. "We hope that one firm will manage the marketing, one will direct creative and a group of hand-picked creatives will design, write and produce the materials."

The result, the Marketing Committee feels, will be a cohesive marketing look for LDDI and a more organized effort which will allow volunteers more time to create the pieces.

Next steps for the Marketing Committee include creating a master schedule of events and materials needed, determining the group who will create the materials and completing the marketing workplan.

For more information about the committee or how you can become involved call Deborah Williams at 303-292-3455 or e-mail her at deedub@d-and-i.com.

Please submit the notes of your committee meetings to LoDown editor Laurie Uttich by faxing them to 303-254-6174 or e-mailingplhlru@aol.com.