Authentic Promotion
In 2022, the Port Angeles downtown business district will have established a distinct, authentic title. By 2026, the title will have evolved to a “brand” that is delivered through at least ten (10) signature events, packaged guest experiences, and a safe and secure environment that attracts guests for over two hours.
Strategy 1A – Beginning in 2022 the business district will have a distinguished brand identity that is exclusive to the region and delivered to every guest.
Action Plan 1A-1
By June 2022, the Authentic Promotion Team will develop and establish a “district brand” including identity, image, positioning, personality, experience, and communications. This project will include a title for the leadership/organization.
Action Plan 1A-2
Following the completion of Action Plan 1A-1, a Web presence and social media page will be established with clear objectives to promote and communicate the “district brand”.
Action Plan 1A-3
Upon the establishment of the communication platforms, a priority focus will be on developing, producing, and supporting happenings that reinforce the brand promise.
Action Plan 1A-4
Starting in 2023, the Authentic Promotion Team, coordinating with the City’s contracted marketing agency, will create a marketing plan to acquire effective promotional marketing and advertising in Port Angeles and regional marketing programs and channels.
Strategy 1B – Scheduled signature events, in addition to impromptu happenings throughout the year, create a sense of energy and excitement, resulting in more frequent visits and extended stays.
Action Plan 1B-1
By the end of Q1 2022, the Authentic Promotion Team, in coordination with event producers, will prepare a calendar of events, with focus on Signature Events, that support the goals and objectives of the Strategic Action Plan, as well as the process for keeping the calendar updated and accessible going forward.
Action Plan 1B-2
By the end of Q3 2022, the Authentic Promotion Team will design a system that enables and inspires “popup” events to occur in the district.
Action Plan 1B-3
By the end of 2022, the Port Angeles Chamber of Commerce will complete an agreement with the City of Port Angeles for the year-round programing and management of the City parking lot at 121 W Front Street (location for the annual Winter Ice Village).
Action Plan 1B-4
Upon the completion of Action Plans 1B-1, 1B-2 and 1B-3, the Authentic Promotion Team will conduct a performance analysis of all events in the district and design an execution plan for new events that support the goals and objectives of the Strategic Action Plan.
Strategy 1C – Beginning in 2022, when the brand identity is created, it will then be utilized to introduce and deliver a guest experience to all five human senses: touch, sound, sight, smell, and taste.
Action Plan 1C-1
Starting in 2022, The Authentic Promotion Team will commit to assessing and attempting to incorporate the five human senses into all promotions, communications, and activities.
Action Plan 1C-2
In 2023, the Authentic Promotion Team will work with the Welcoming Design Team identify, analyze and determine key entrance locations and other high traffic locations in the area for communicating the district brand and activities.
Action Plan 1C-3
Beginning in 2023, the Authentic Promotion Team will develop and endorse an optimized, common business hours recommendation for business owners, based upon seasonality and aligning with events and other happenings which attract high numbers of guests.
Action Plan 1C-4
In 2023, design and develop a targeted guest satisfaction measurement program to determine the effectiveness of strategic efforts.
Strategy 1D – Beginning in 2023, when the brand experience is fully developed and being delivered, packages and other incentives targeting visitor market segments will be launched to increase visitor traffic, primarily targeting the off-season months.
Action Plan 1D-1
In 2023, the Authentic Promotion Team will create three (3) distinguished incentive promotions in conjunction with regional events to expand the guest experience and include a visit to the district.
Action Plan 1D-2
In 2023, design and develop a small package of products, clothing, flags, hats, mugs, etc. that can be used and sold in conjunction with events and promotion in the district starting in 2024.
Action Plan 1D-3
In 2023, design and launch (3) seasonal guest experience packages with Blackball Ferry Line which includes a round trip to Victoria, targets people off-loading into the district from Victoria, and incentivizes people waiting in line to take the ferry to Canada.
Action Plan 1D-4
In 2024, the Authentic Promotion Team will create and deploy three (3) seasonal guest packages (fall, winter, spring) that include multiple activities to extend stays and deliver unique experiences to diverse visitor demographics.