Downtown Concord, NC
MARKETING PLAN
Downtown Concord is at a pivotal moment of growth, where history and progress come together to create a dynamic, welcoming, and thriving community. This marketing plan outlines a strategic, data-driven approach to elevating Downtown Concord’s visibility, fostering engagement, and driving economic impact. By focusing on storytelling, creative campaigns, and digital engagement, this plan ensures that Downtown Concord remains a vibrant hub for residents, visitors, and businesses alike.
At the core of this strategy is the "Harmony on Union" brand, a reflection of Downtown Concord’s unique blend of heritage and innovation. Through targeted marketing efforts, we will strengthen awareness, deepen community connections, and position downtown as a premier destination for business, culture, and experiences.
KEY FOCUS AREAS
AWARENESS
Increase visibility through digital advertising, influencer partnerships, and strategic content creation.
ENGAGEMENT
Strengthen connections through communitydriven storytelling, live events, and interactive campaigns.
GROWTH
Support local businesses, attract new investment, and drive foot traffic through measurable, results-oriented marketing.
STRATEGIC INITIATIVES
BRAND STORYTELLING
Showcase the businesses, people, and experiences that define Downtown Concord.
CREATIVE CAMPAIGNS
Develop engaging content, itineraries, and seasonal activations to draw in new audiences.
DIGITAL ADVERTISING
Expand reach through paid media, geotargeted promotions, and retargeting strategies.
PARTNERSHIP DEVELOPMENT
Collaborate with local businesses, influencers, and regional tourism partners.
IMPLEMENTATION & METRICS FOR SUCCESS
This plan is designed for measurable impact, with a focus on:
SOCIAL MEDIA GROWTH
Increase engagement, impressions, and brand awareness.
EVENT SUCCESS
Drive attendance and business participation.
ECONOMIC IMPACT
Boost foot traffic, business sales, and long-term investment.
REGIONAL REACH
Target feeder markets in Charlotte, Greensboro, Winston-Salem, and Upstate South Carolina.
A GROWING INVESTMENT IN DOWNTOWN’S FUTURE
With a growing marketing budget, Downtown Concord has the opportunity to position itself as the cultural and economic heart of the city. A thriving downtown benefits the entire community—enhancing quality of life, attracting investment, and solidifying Concord’s identity as a vibrant, forward-moving city.
By securing a prominent place in the City of Concord’s overall marketing strategy, Downtown Concord will continue to grow its visibility, drive economic impact, and establish itself as a destination where tradition and transformation exist in perfect harmony.
Image courtesy Downtown Concord Facebook
Social Media Media Planning
Introduction
Harmony on Union
WELCOME TO DOWNTOWN CONCORD, NC
Welcome to Downtown Concord, North Carolina, where the rhythm of history and progress creates a place unlike any other. Here, the charm of a historic main street meets the energy of a thriving downtown, offering an experience that is both timeless and ever-evolving. This is a place where the past is honored, the present is celebrated, and the future is shaped by a community that values connection, creativity, and progress.
At the heart of Downtown Concord is a shared spirit—where small businesses thrive, historic streets tell their stories, and every gathering sparks new energy. "Harmony on Union" isn’t just a tagline; it’s a reflection of the balance between tradition and transformation, the welcoming atmosphere that invites everyone in, and the sense of belonging that makes this place more than just a destination.
As we look ahead, our goal is clear: to cultivate a downtown experience that fully embraces all that Downtown Concord has to offer. This marketing plan is not just about promotion—it’s about fostering a sense of belonging, driving economic growth, and amplifying the stories that make this place special. By aligning our strategy with the unique identity of Downtown Concord, we ensure that every effort strengthens our brand, benefits the local community, and contributes to the continued success of this vibrant district.
Marketing Strategy
The Downtown Concord marketing strategy centers on positioning the district as a vibrant destination where the past and the future come together, creating a unique "Harmony" that appeals to residents, entrepreneurs, and visitors alike. Through thoughtful storytelling, strategic partnerships, and dynamic campaigns, this strategy aims to foster community pride, attract investment, and enhance visitor experiences.
Key Marketing Pillars
AWARENESS
Position Downtown Concord as a must-visit destination for residents and visitors.
ENGAGEMENT
Strengthen connections with the community through storytelling and interactive experiences.
GROWTH
Support local businesses, attract new investment, and increase foot traffic.
Marketing Timeline
YEAR 0NE
• Establish a consistent social media presence.
FOUNDATION BUILDING
• Launch hashtag campaigns and influencer partnerships.
• Host regular Downtown Business Meet-Ups.
• Roll out branded templates and marketing materials.
• Promote 2-3 major events with pre-event live streams.
• Initiate paid digital advertising campaigns.
EXPANSION & ENGAGEMENT
YEAR TWO
• Increase advertising budget to attract visitors from nearby cities.
• Launch a “Then & Now” campaign highlighting Downtown’s transformation.
• Expand newsletter outreach with exclusive content.
• Collaborate with influencers to amplify reach.
• Develop testimonial-based recruitment campaigns for new businesses.
SUSTAINABILITY & GROWTH
YEAR THREE
• Evaluate marketing ROI and engagement metrics.
• Host an annual Downtown Concord showcase event.
• Introduce virtual tours of downtown spaces.
• Refresh branding and marketing visuals for continued appeal.
• Strengthen media buying strategy with digital-first tactics.
Marketing Goals
The Downtown Concord marketing strategy centers on positioning the district as a vibrant destination where the past and the future come together, creating a unique "Harmony" that appeals to residents, entrepreneurs, and visitors alike. Through thoughtful storytelling, strategic partnerships, and dynamic campaigns, this strategy aims to foster community pride, attract investment, and enhance visitor experiences.
SHORT-TERM GOALS
1. Strengthen Downtown Concord’s digital presence through high-quality content
2. Increase event attendance and local business engagement.
ACTION ITEMS
F Develop a professional photography and video content library.
F Maintain a monthly content calendar featuring events, business highlights, and storytelling.
F Create engaging Instagram Reels, Stories, and Facebook posts.
F Conduct cross-promotions with local businesses.
F Host pre-event live streams to build excitement.
LONG-TERM GOALS
1. Attract new businesses through storytelling and promotional incentives.
2. Grow newsletter subscriptions with enhanced content and seamless sign-up processes.
3. Reinforce Downtown Concord’s reputation as a premier destination.
ACTION ITEMS
F Partner with influencers and media outlets to showcase the area.
F Invest in regional digital advertising along major travel corridors.
F Implement seasonal marketing campaigns with paid promotions.
F Develop video testimonials featuring successful downtown business owners.
STRATEGIC INITIATIVES
To effectively position Downtown Concord as a thriving hub for community, business, and culture, a set of targeted strategic initiatives will guide marketing efforts. These initiatives focus on storytelling, engagement, partnerships, and data-driven advertising to maximize impact.
Brand Storytelling
• Share narratives highlighting local businesses, historic landmarks, and community members.
• Utilize multimedia content (videos, photography, and blogs) to tell the story of Downtown Concord.
Creative Campaigns
• Develop itineraries featuring hidden gems and family-friendly experiences.
• Implement a digital-first approach using social media, email marketing, and influencer collaborations.
Community-Driven Events
• Expand event offerings (food festivals, art walks, historic tours).
• Utilize behind-the-scenes content, live streaming, and user-generated content.
Digital Advertising
• Deploy targeted Facebook, Instagram, and Google Ads.
• Optimize campaigns using data-driven insights.
Strategic Partnerships
• Work with local businesses, influencers, and media for co-branded campaigns.
• Develop collaborations with tourism boards and regional organizations.
Metrics for Success
• AWARENESS
Growth in social media followers, website traffic, and campaign reach.
• ENGAGEMENT
Increased event attendance, newsletter sign-ups, and social media interactions.
• ECONOMIC IMPACT
Business openings, foot traffic, and sales growth.
Audience Identification & Segmentation
Identifying Downtown Concord’s key audiences is a foundational element of this marketing plan and a strategic priority for positioning the district as a thriving community. By understanding the characteristics, motivations, and behaviors of our residents, business owners, and visitors, we can create tailored experiences that resonate with their interests and needs.
This insight allows us to craft intentional campaigns, messaging, and initiatives that not only attract the right people but also foster meaningful engagement and lasting connections. By linking our brand vision with audience expectations, we ensure that every interaction—online, inperson, or through storytelling—feels authentic, relevant, and welcoming. Whether drawing in visitors, inspiring entrepreneurs looking to grow, or strengthening ties with local residents, our approach is designed to align seamlessly with the Downtown Concord brand.
We’ve identified four key audience segments that capture the diverse interests and characteristics of those most likely to engage with Downtown Concord.
Each segment represents a unique facet of what makes Downtown Concord special, allowing us to refine our marketing approach and craft messaging that speaks directly to their motivations.
01. The Community Champion
WHO THEY ARE
Long-time residents and newcomers alike who take pride in being part of Downtown Concord’s vibrant community. They are engaged, communitydriven, and eager to support local businesses and events.
DEMOGRAPHICS
Age: 25-65+
Location: Downtown Concord and nearby communities (Kannapolis, Huntersville, Salisbury, Mooresville)
Values: Heritage, local culture, and community involvement
WHAT THEY SEEK IN DOWNTOWN CONCORD
• A walkable, welcoming downtown that fosters connection
• A strong sense of place that blends history with modern vibrancy
• Unique dining, shopping, and cultural experiences
• Events and traditions that strengthen their sense of belonging
HOW WE ENGAGE THEM
F Community-centered storytelling featuring local businesses and historic spaces
F Promotion of downtown events that encourage connection and participation
F Highlighting local shopping and dining through “shop local” campaigns
F Opportunities for residents to shape and contribute to downtown initiatives
02. The Entrepreneurial Visionary
WHO THEY ARE
Ambitious business owners and aspiring entrepreneurs looking for a thriving, supportive downtown to launch or grow their ventures. They are forwardthinking, resourceful, and eager to be part of a dynamic business community.
DEMOGRAPHICS
Age: 30-55
Location: Local and regional business owners, potential investors
Motivations: Business growth, networking, visibility, and incentives
WHAT THEY SEEK IN DOWNTOWN CONCORD
• A business-friendly environment with strong support networks
• Affordable leasing options in a high-traffic area
• Marketing and promotional opportunities to boost visibility
• A community of like-minded entrepreneurs and engaged customers
HOW
WE ENGAGE THEM
F Showcasing success stories of downtown businesses through video and testimonials
F Providing clear, compelling messaging about available spaces and incentives
F Hosting networking events, business workshops, and partnership opportunities
F Featuring new and established businesses in downtown marketing efforts
03. The Cultural Explorer
WHO THEY ARE
Visitors drawn to Downtown Concord for its rich history, charming streets, and diverse cultural experiences. They seek authentic destinations where they can explore local heritage, arts, and entertainment.
DEMOGRAPHICS
Age: 25-70
Location: Charlotte, Greensboro, Winston-Salem, Upstate SC
Values: History, arts, entertainment, and culinary experiences
WHAT THEY SEEK IN DOWNTOWN CONCORD
• Historic landmarks, museums, and walking tours
• A mix of traditional and contemporary arts, music, and events
• Unique, locally owned restaurants and boutiques
• An inviting, pedestrian-friendly atmosphere
HOW
WE ENGAGE THEM
F Promoting itineraries that highlight Concord’s history and arts scene
F Showcasing events such as art walks, live music, and food festivals
F Creating visually rich content that captures the charm of downtown
F Developing seasonal and themed campaigns that align with their interests
04. The Weekend Wanderer
WHO THEY ARE
Day-trippers and weekend visitors looking for a fun and memorable getaway that offers a mix of entertainment, shopping, and relaxation. They are curious, adventurous, and eager to discover new destinations.
DEMOGRAPHICS
Age: 25-55
Location: Within a 1-2 hour drive (Charlotte, Greensboro, Winston-Salem, Columbia, SC)
Motivations: Unique experiences, local dining, boutique shopping, and social activities
WHAT THEY SEEK IN DOWNTOWN CONCORD
• A vibrant, walkable downtown with diverse attractions
• A mix of hidden gems and well-known hotspots
• Exciting dining, nightlife, and entertainment options
• A lively calendar of seasonal events and festivals
HOW WE ENGAGE THEM
F Creating compelling “weekend escape” itineraries tailored to their interests
F Running digital marketing campaigns targeting travelers within a short drive
F Showcasing the best places to eat, shop, and explore through influencer partnerships
F Encouraging user-generated content to share their Downtown Concord experiences
Visitor Insights & Demographics
Our analysis of visitor data reveals key insights about who is coming to Downtown Concord, where they are coming from, and what motivates their visits.
Key Visitor Markets
PRIMARY FEEDER CITIES
Charlotte, NC | Greensboro, NC | Winston-Salem, NC | Upstate SC
REGIONAL MARKET
INFLUENCE
Day-trippers and weekend visitors from within a 1-2 hour drive radius
LONGER-STAY VISITORS
Travelers stopping en route along I-85 and US-29
KEY BEHAVIORAL INTERESTS
Dining, entertainment, shopping, and historic/ cultural experiences
Demograpgic Highlights
AGE RANGE
25-70, with a core focus on young professionals, families, and retirees
INCOME LEVELS
Middle to upper-middleincome households
EDUCATION
Predominantly collegeeducated professionals and small business owners
HOUSEHOLD STRUCTURE
Families, couples, and solo travelers seeking walkable, vibrant, and unique experiences
Behavioral Insights & Trends
Downtown Concord’s visitors tend to:
• Seek walkable experiences, favoring local dining, boutique shopping, and cultural attractions.
• Be event-driven, with increased visitation linked to seasonal festivals, live entertainment, and historic walking tours.
• Prioritize local businesses, showing strong support for independently owned restaurants and shops.
• Have a high engagement with digital marketing, responding well to social media and targeted ads promoting downtown experiences.
Economic & Visitation Impact
Downtown Concord plays a significant role in the economic ecosystem of the region, attracting foot traffic that supports local businesses, drives retail sales, and enhances investment opportunities.
Key Economic Indicators
NEW BUSINESS GROWTH
Increasing interest in storefront leases from both local and regional entrepreneurs.
EVENT-DRIVEN REVENUE
Higher sales at restaurants and shops during major festivals and cultural events.
RETAIL & HOSPITALITY ENGAGEMENT
Foot traffic data shows strong engagement in shopping and dining corridors.
HOTEL IMPACT
Visitors attending events in Downtown Concord often contribute to overnight stays in the broader Concord/Charlotte metro area.
Creative Campaign Planning
CAMPAIGN THEMES
STORIES OF HARMONY
The Heart of Downtown, Told by Those Who Know It Best
Downtown Concord is built on the connections between people, businesses, and history. This campaign will bring those stories to life through intimate, first-person storytelling.
FEATURES
“Faces of Downtown”
Video series spotlighting shop owners, chefs, and community figures
Micro-Documentaries
Video series featuring family businesses that have been passed down through generations
WHY IT WORKS
Community Spotlight
Posts featuring personal anecdotes from residents about their favorite memories downtown
"Share Your Downtown Story"
User-generated content challenges where residents and visitors share their most cherished Concord experiences
1. Builds emotional connection with the community
2. Encourages organic engagement through storytelling
3. Easy to execute with existing business owners and residents
DISCOVER DOWNTOWN CONCORD
Hidden Gems & Must-Sees
Downtown is full of surprises, and this campaign makes sure everyone knows about them.
FEATURES
“Perfect Day in Concord” Itineraries Curated guides based on interests (history, family fun, date night, shopping spree, etc.)
“Concord Then & Now” Series showcasing historic spots alongside their modern evolution
WHY IT WORKS
“Follow the Locals” Instagram Takeovers by local business owners and creatives who share their go-to places
“Secret Menu” Series highlighting unique off-menu items or hidden gems at local restaurants
1. Highly shareable on social media
2. Positions Concord as a destination for both locals and visitors
3. Supports businesses by driving foot traffic to featured locations
Seasonal Campaigns
Bringing the Spirit of the Season to Downtown
Aligning marketing with holidays and community traditions creates natural engagement opportunities.
FEATURES
“Fall in Love with Concord”
Seasonal foliage photo walks, pumpkin spice spotlights, and cozy coffee shop tours
“Concord Holidays”
Shop local gift guides, light displays, and winter market promotions
WHY IT WORKS
“Spring Awakening”
Highlighting florals, fresh menus, and outdoor patio season
“Summer Nights Downtown”
Late-night shopping, outdoor movies, and patio dining events
1. Creates urgency and seasonal excitement
2. Encourages foot traffic with seasonal promotions
3. Easy to partner with businesses for exclusive offers and themed content
INNOVATIVE CONTENT IDEAS
Instagram Stories & Polls
“GUESS THE LANDMARK”
Post a historic photo and let users guess where it is now
“THIS OR THAT?”
Downtown favorites (e.g., “Best pizza downtown: A or B?”)
“COMMUNITY PICKS”
Ask followers for their must-visit downtown spots
Community Journal
Series
WEEKLY RESIDENT SPOTLIGHTS
Featuring locals sharing their favorite downtown memories
"MY FIRST TIME IN CONCORD" Series, featuring visitors or new business owners
“THEN & NOW”
History snippets paired with modern photos
Video Highlights
FAST-PACED REELS
Featuring behind-the-scenes moments at events
MINI-DOCS
Series on long-standing businesses with interviews and nostalgic footage
EVENT RECAPS
Videos with crowd reactions and key moments
CONTENT CHANNELS & ACTIVATION
SOCIAL MEDIA (INSTAGRAM, FACEBOOK, YOUTUBE)
• Regular Reels and Stories showcasing businesses, events, and behind-the-scenes content
• Community-driven challenges and hashtag campaigns (#HarmonyOnUnion, #DowntownConcord, etc.)
• Takeovers by local influencers and business owners
EMAIL MARKETING
• Regular themed newsletters with exclusive offers, sneak peeks, and event updates
• Subscriber-only content, such as early access to event tickets or business discounts
PRINT & DIGITAL MEDIA
• Visually striking brochures and maps featuring curated itineraries
• Collaborative ad campaigns with local media and partner organizations
CREATIVE COLLABORATIONS &
PARTNERSHIPS
PARTNERING WITH LOCAL ARTISTS
• Mural installations celebrating downtown’s history
• Illustrated maps and postcards designed by local creatives
• Sidewalk art installations with interactive QR codes linking to historical facts or business promos
INFLUENCER & BUSINESS COLLABORATIONS
• Micro-influencers showcasing “A Day in Downtown Concord”
• Co-branded campaigns with downtown businesses, featuring exclusive deals
Key Performance Indicators (KPIs)
Tracking and measuring success is essential to refining Downtown Concord’s marketing efforts and ensuring long-term impact. These Key Performance Indicators (KPIs) provide clear benchmarks for evaluating engagement, economic growth, and community participation. By regularly assessing these metrics, we can adjust strategies as needed to optimize outreach and maximize results.
SOCIAL MEDIA PERFORMANCE
Monitoring engagement and growth on digital platforms ensures that marketing efforts are reaching and resonating with the right audience.
ENGAGEMENT RATES
Measure likes, shares, comments, and saves on posts to gauge interaction levels.
FOLLOWER GROWTH
Track the increase in followers across platforms.
REACH & IMPRESSIONS
Evaluate the number of people seeing and interacting with Downtown Concord’s content.
ACTION ITEMS
Target : Achieve a measurable increase in engagement rates over the next year.
Target: Steady monthly growth with a measurable increase in followers.
Target: Improve organic reach through consistent, shareable content and paid promotions.
F Implement interactive content (polls, Q&A sessions, user-generated content challenges).
F Partner with local influencers and businesses for cross-promotion.
F Optimize post timing and frequency based on engagement analytics.
EVENT SUCCESS METRICS
Downtown Concord’s events are a major driver of engagement and economic impact. Tracking attendance and business participation provides insight into event success.
ATTENDANCE NUMBERS
Measure ticket sales, sign-ups, or crowd estimates at major events.
BUSINESS PARTICIPATION
Assess the number of local businesses actively engaging in events through sponsorships, booths, promotions, or extended hours.
EVENT-DRIVEN
SOCIAL ENGAGEMENT
Track event hashtags, live coverage interactions, and post-event content reach.
ACTION ITEMS
Target : Year-over-year growth in attendance across key events.
Target: Increase annual business participation.
Target: Achieve increased impressions per major event.
F Use pre-event marketing campaigns to boost awareness and attendance.
F Gather event feedback through surveys to refine future experiences.
F Create event recaps with testimonials and highlight reels to sustain engagement post-event.
ECONOMIC IMPACT & BUSINESS GROWTH
Understanding how marketing efforts translate into real economic benefits for Downtown Concord ensures long-term sustainability.
SALES & REVENUE IMPACT
Track reported revenue growth from participating businesses after major promotions or events.
FOOT TRAFFIC METRICS
Use mobile geolocation data to track pedestrian activity downtown, especially after campaigns and events.
NEW BUSINESS OPENINGS
Monitor business growth and track the impact of marketing efforts on attracting new entrepreneurs to the area.
ACTION ITEMS
Target: Establish regular checkins with businesses to measure success.
Target: Increase overall foot traffic by a measurable amount annually.
Target: Support the successful launch of new businesses regularly.
F Collaborate with businesses to gather sales data post-events.
F Use digital and in-person surveys to gauge customer spending behavior.
F Leverage foot traffic analysis to identify peak shopping and dining hours.
WEBSITE & EMAIL PERFORMANCE
A strong digital presence ensures ongoing engagement and conversion of potential visitors into loyal downtown supporters.
WEBSITE TRAFFIC & ENGAGEMENT
Monitor visitor analytics, time spent on pages, and bounce rates.
NEWSLETTER SUBSCRIPTIONS & OPEN RATES
Track new sign-ups and how often recipients open and engage with email content.
CLICK-THROUGH & CONVERSION RATES
Measure how often users click on CTAs leading to event sign-ups, business promotions, or special offers.
ACTION ITEMS
Target: Measurable increase in website visits annually with high engagement times per session.
Target: Achieve an increased email open rate, as well as increased newsletter signups each quarter.
Target: Increased click-through rate on email campaigns.
F Implement A/B testing for subject lines and email content.
F Optimize website navigation for a better user experience.
F Feature exclusive content and offers in newsletters to drive sign-ups.
TRACKING & REPORTING
To ensure these KPIs remain effective, Downtown Concord will:
• Conduct regular social media and website analytics reviews to adjust digital marketing strategies.
• Hold regular business roundtables to gather insights on sales impact and participation.
• Provide annual marketing performance reports to assess ROI and refine strategies for the following year.
Downtown Concord Social Media Guide
Social media is one of the most powerful tools for building awareness, engagement, and community pride in Downtown Concord. By staying true to the brand voice, focusing on storytelling, and using creative, strategic content, we can ensure that every post strengthens the connection between Downtown Concord and its residents, businesses, and visitors.
Social media is one of the most powerful tools for building awareness, engagement, and community pride.
Brand Voice
Every post should sound like Downtown Concord itself—welcoming, authentic, and full of energy.
Welcoming: Inclusive and community-focused messaging.
Authentic: Genuine storytelling that highlights businesses and local figures.
Enthusiastic: High-energy content that builds excitement for downtown life.
EXAMPLE POST TONE:
TOO GENERIC:
"Come to Downtown Concord for shopping and dining!"
ENGAGING AND INVITING:
"From hidden gems to local icons, every shop downtown has a story. What’s your go-to spot? Tag them below! #HarmonyOnUnion"
Copywriting Best Practices
Keep captions short and engaging. Aim for 2-3 sentences with a clear message.
Use a strong call to action. e.g., "Visit us this weekend!", "Tag a friend who needs to see this!"
Leverage strategic hashtags. #DowntownConcordNC, #HarmonyOnUnion, #DiscoverConcord
Maintain a community-first language. Speak as if you’re inviting a neighbor to explore downtown.
EXAMPLE POST WITH CALL-TO-ACTION: "Weekend plans? Grab a coffee from Press & Porter and explore the charm of Downtown Concord. What’s your favorite spot to grab a cup of joe? Let us know in the comments! #HarmonyOnUnion"
Content Ideas
A successful social media strategy balances storytelling, engagement, and promotion. Below are key content pillars to guide social media efforts.
COMMUNITY SPOTLIGHTS
Celebrate the People Who Make Downtown Special
Small Business Features – Interviews, behind-the-scenes, owner spotlights.
“Meet Your Neighbor” Series –Highlight residents who shape the community.
Business Anniversaries – Showcase milestones and success stories.
EXAMPLE POST:
"For 10 years, [Business Name] has been a cornerstone of Downtown Concord! Stop by and wish them a happy anniversary! #ShopLocal #HarmonyOnUnion"
EVENT PROMOTIONS & LIVE COVERAGE
Make Every Event Feel Unmissable
Countdowns & Teasers – Build anticipation for upcoming events.
Live Updates – Share event highlights and behind-the-scenes moments.
Post-Event Recaps – Thank attendees, share photos, and highlight key moments.
EXAMPLE POST:
"Only THREE days until the [Event Name]! Here’s what you can’t miss: �� Liv vendor Local art. Tag your friends and make plans to join us! #ConcordEvents"
HISTORY & HERITAGE
Connect the Past with the Present
Throwback Thursdays (#TBT) – Old photos of historic landmarks.
“Then & Now” Posts – Show past vs. present transformations.
Historic Walking Tour Highlights – Spotlight local history with interactive elements.
EXAMPLE POST:
"Did you know [Building Name] was originally a [Historic Fact]? Fast forward to today, and it’s home to [Current Business]. What’s your favorite piece of Concord history? #TBT #HarmonyOnUnion"
DISCOVER DOWNTOWN CONCORD
Highlight Hidden Gems & Local Favorites
“A Day in Downtown” Itineraries – Themed guides (date night, family outing, coffee crawl).
“Secret Menu” Features – Spotlight exclusive or lesser-known menu items.
User-Generated Content – Repost visitor photos with credit.
EXAMPLE POST:
"Looking for a perfect weekend in Downtown Concord? Start with coffee at [Cafe Name], shop local at [Boutique Name], and grab dinner at [Restaurant Name]. What would you add? #DiscoverConcord"
Photography & Visual Guidelines
A strong visual identity is essential for creating a cohesive and compelling representation of Downtown Concord. High-quality imagery should capture the energy, charm, and authenticity of the district while reinforcing its brand identity. Photos and videos should invite engagement, evoke emotion, and inspire visitors, residents, and business owners to explore downtown.
Natural light & vibrant colors – Keep visuals bright, warm, and inviting.
Show people actively engaging – Highlight real experiences, not just empty spaces.
Balance historic & modern visuals – Feature landmarks, businesses, and streetscapes.
Use a mix of professional & candid shots – Authentic moments resonate best.
A group enjoying coffee at an outdoor café, tagged with their favorite menu item.
A plain photo of a coffee cup with no people or context.
NOT IDEAL:
GREAT POST:
Engagement & Community Growth
Social media should feel like a conversation, not just a broadcast.
Ask Questions: “What’s your favorite memory in Downtown Concord? Comment below!”
Encourage User-Generated Content: Share community-submitted photos & testimonials.
Run Contests & Giveaways: Partner with businesses for prize incentives.
Go Live: Stream events, business tours, and Q&A sessions.
Use Hashtags Strategically:
#DowntownConcordNC #HarmonyOnUnion #ConcordUncovered
Tracking & Optimizing Performance
Key Metrics to Measure Success:
Engagement Rate: Are people liking, commenting, sharing?
Follower Growth: Are we expanding our audience?
Event Engagement: Are event posts driving attendance?
ACTION ITEM
F Dedicate 15-20 minutes per day to respond to comments, messages, and tagged posts.
ACTION ITEM
F Use social media analytics tools (Meta Insights, Google Analytics, etc.) to adjust strategy based on performance.
MEDIA PLANNING STRATEGY
A well-executed media strategy ensures that Downtown Concord’s marketing efforts reach the right audience at the right time through the right channels. By strategically investing in digital advertising, influencer collaborations, and targeted regional outreach, we can maximize visibility, engagement, and economic impact.
Goals
• Expand reach beyond Concord by targeting key regional markets to attract visitors, new business owners, and investors.
• Drive engagement through strategic content, paid media, and partnerships.
• Support business growth and tourism by increasing foot traffic, sales, and participation in downtown events.
• Use data to optimize campaigns based on audience behavior and engagement metrics.
Budget Recommendations
A balanced media budget should allocate resources across multiple digital and traditional channels to maximize impact.
RECOMMENDED ADVERTISING INVESTMENTS
Paid Social Media (40-50% of budget)
• Facebook and Instagram ads to boost posts, event promotions, and seasonal campaigns
• Geo-targeted ads to reach users in key feeder markets searching for dining, shopping, and events
• Retargeting campaigns to reach past website visitors with reminder ads
Regional Digital Advertising (20-25%)
• Google Display and Search ads to target high-intent visitors searching for things to do in the area
• YouTube pre-roll ads to promote downtown experiences through shortform videos
• Connected TV and streaming audio ads on platforms like Hulu, Spotify, and Pandora
Influencer and Content Collaborations (15-20%)
• Micro-influencers and local creators to showcase downtown businesses and events
• Business co-op marketing to pool resources for a larger impact
Traditional Media and Out-of-Home (10-15%)
• Billboards and transit ads in hightraffic areas near Charlotte and other regional visitor markets
• Print and radio partnerships to support seasonal promotions and community awareness
To maximize effectiveness, seasonal advertising bursts will be prioritized around major events and holidays.
KPIs
To measure success, the following metrics will be tracked across paid media, social media, and digital campaigns.
RETURN ON INVESTMENT (ROI)
Compare ad spend to foot traffic, event participation, and business sales with a goal of maintaining a five to ten dollar cost per visitor conversion through digital advertising.
REACH AND IMPRESSIONS
Track how many people see and engage with ads, with a goal of achieving five hundred thousand impressions per month.
AUDIENCE ENGAGEMENT
Monitor clicks, shares, and interactions on digital ads and content, with a goal of increasing ad engagement rates by fifteen percent annually.
WEBSITE AND SOCIAL MEDIA TRAFFIC
Track ad-driven traffic spikes with a goal of increasing website visits and social media following by twenty percent.
Google Analytics, Meta Insights, and geolocation tracking will be used to refine campaign effectiveness and optimize ad targeting.
Targeted Regional Strategy
Downtown Concord’s media efforts will focus on high-potential feeder markets where day-trippers, weekend visitors, and potential business investors are most active.
• Primary regional markets include Charlotte, Greensboro, Winston-Salem, and Upstate South Carolina.
• Geofencing and localized targeting will be used to reach users currently in Concord and promote immediate experiences.
• Lookalike audiences based on website visitors and engaged social media users will be leveraged to expand reach.
A/B testing on different ad creatives will be implemented to determine the most engaging messaging and visuals.
Sustaining Growth & Maximizing Impact
By executing a data-driven, multi-channel media strategy, Downtown Concord can increase awareness and engagement, drive foot traffic and business growth, and position the district as a premier destination for residents, visitors, and entrepreneurs. With consistent tracking, optimization, and creative storytelling, marketing efforts will deliver measurable impact and support the long-term success of Downtown Concord.
This media strategy is built with optimism and momentum, reflecting Downtown Concord’s increasing marketing budget and its expanding role as a centerpiece of the city’s identity and economic growth. As Downtown Concord continues to evolve, its marketing efforts should match this trajectory—becoming more strategic, more visible, and more impactful in positioning downtown as the heartbeat of the greater Concord community.
With a growing budget and a data-driven approach, this plan ensures that Downtown Concord remains top-of-mind for residents, visitors, and business investors alike. By strategically allocating resources across digital, social, traditional, and influencer marketing, we can amplify downtown’s story and attract even greater engagement.
Furthermore, Downtown Concord should serve as a cornerstone of the City of Concord’s overall marketing efforts, as it represents the city’s history, vibrancy, and forward momentum. A thriving downtown strengthens the city’s appeal as a destination for investment, tourism, and local pride—and its marketing should reflect that significance. By securing a prominent place in the city’s overall marketing budget, Downtown Concord can continue growing its visibility, increasing foot traffic, and driving economic impact—all while reinforcing its role as the cultural and economic heart of Concord, North Carolina.
CONCLUSION
Downtown Concord has the opportunity to elevate its brand and economic impact through strategic marketing. By focusing on storytelling, creative campaigns, and digital engagement, this plan ensures a dynamic, sustainable approach to promoting Downtown Concord as a premier destination.
