The Downtown Lynchburg Association (DLA) knows how to lift up their community. Right now they’re raising awareness of the hardworking entrepreneurs who, with their own hands, are making downtown the destination for local shopping. Our guest blogger, DLA Executive Director Ashley Kershner, gives us the goods.
As part of our overall marketing strategy this year, Downtown Lynchburg Association wanted a campaign that would do three things: feature the fabulous businesses that make our downtown unique, position downtown as the local choice for shopping, and most importantly, attract new visitors. With a multi-year downtown construction project looming, we knew that a strong marketing effort would be needed to get our businesses through the holiday season.
The concept of “makers” is a world-wide movement – artisan crafters, handmade goods, chefs sourcing from local ingredients, and makerspaces. We set out to develop a concept that would align Downtown Lynchburg with the movement, and that would promote it as a place to where quality, originality, and art are valued.
“Where the Makers Are,” is a series of six videos featuring diverse downtown businesses – a skate shop that makes gifts from recycled boards; a pottery shop with handmade items; a bakery that starts baking at 4am; an 85-year old jewelry shop; a specialty chocolatier; and a children’s museum that creates its own exhibits. In each of these videos, we see close-up footage of these makers creating. We hear them talk about why they do what they do, and equally important, why they choose to do it in Downtown Lynchburg.
We have only released two videos thus far, but the response has been overwhelming. The first video alone was viewed over 34,000 times, and we received almost 2,000 video reactions, every single one of them positive. With negativity reigning in social media, this campaign has proven that people are looking for a way to express pride in their community.
With four more videos to go, we look forward to the potential impact this campaign will have on Downtown Lynchburg this year and into the future.