New Ulm Business and Retail Association explains regional marketing campaign, asks for increased city support

Representatives of the New Ulm Business and Retail Association (Nubra) told the council on July 15 that a recent marketing push in the Mankato market used a combination of city support and association funds and that the group seeks additional funds for digital marketing and recruitment of visitors.

Ruth Turner Wellman, representing Nubra, said the group of roughly 12 volunteers promotes events and retail activity downtown and works to attract visitors who may move to New Ulm. Chamber representative Sarah Warmk reported that Nubra spent $22,600 on a campaign that included a two-month billboard in Mankato, visitor-guide inserts, multiple ads and contests, dynamic digital display ads and multiple TV commercials; she said the organization contributed about $12,000 of its own funds in addition to the $10,000 the council provided last year.

Warmk said one contest drew 1,200 contest entrants and that the group collects impressions and digital metrics for online ads and billboard drive-by impressions. She described a working relationship with the Convention and Visitors Bureau (CVB): CVB focuses on marketing beyond a 60-mile radius to drive overnight stays (“heads and beds”) while Nubra focuses on marketing within 60 miles to drive retail and service visits; the two bodies partner on some efforts and are splitting cost for an influencer visit.

Discussion vs. decisions: The exchange was informational. Councilors asked about tracking and results and thanked Nubra for the report. No formal appropriation was made; councilors said they would consider the group’s request within the broader nonprofit budget process and levy constraints.

Next steps: Staff will include Nubra’s request in the draft budget materials for council consideration. Councilors said they want concrete tracking and metrics when evaluating marketing-related requests.