A committee of Main Street merchants and Annapolis business associations has launched a marketing campaign aimed at accentuating the positive aspects of the thoroughfare's eight-month reconstruction.
Key to the marketing strategy, which was released last week by the Main Street Promotion Committee, is an effort to encourage both visitors and local residents to continue to frequent Main Street's shops and restaurants.
The marketing plan was devised by Crosby Communication Inc. of Annapolis. It calls for hiring a $20,000 part-time project coordinator through the expected Dec. 1 completion of the reconstruction to direct the public relations campaign.
The campaign revolves around three key events, starting with the groundbreaking for the $5 million rebricking project, which is scheduled for March 28 at noon at the foot of Main Street. Celebrations are also planned for the midway point of the reconstruction and the completion of the project.
Main Street promoters also plan to come up with a slogan and logo for the project. Brochures and maps are planned to inform the public about the mechanics of the project, as well as the best routes to reach Main Street shops during the construction. Newspaper and radio ads will be used to keep the public informed of the work's progress.
Total cost for the promotional campaign is estimated at $77,250, of which $30,000 has been raised in a grant from the city of Annapolis.