Get Full Government Meeting Transcripts, Videos, & Alerts Forever!
Get email alerts on the Marketing Budget topic
No spam. Unsubscribe anytime.
EDA shifts marketing plan: Google Ads removed, Facebook boosted and CRM funding added
Summary
The East Grand Forks EDA reviewed social media results, discussed marketing options for a $4,800 line item and voted to remove Google Ads from the proposed spend, add a Facebook boost, and allocate remaining funds to a CRM subscription.
The East Grand Forks Economic Development Authority reviewed a year-end social media report and voted Jan. 22 to reallocate a $4,800 marketing line item, cutting a proposed Google Ads campaign and directing part of the funds to additional Facebook boosts and toward a customer-relationship management (CRM) subscription.
Director Maggie (identified in the packet as the EDA director) presented the social media summary and described strong reach for posts that spotlight local businesses. "Three of those in the past 28 days have yielded 20,000 views," she said, and staff recommended continuing business-spotlight posts.
The board discussed three options for the $4,800 earmark: (1) an externally targeted Google AdWords campaign; (2) a mix of local advertising (newspaper, chamber directory, boosted Facebook content, printed materials); or (3) applying the money toward the CRM subscription. Members raised concerns that an AdWords campaign would require substantial additional staff time and that limited available industrial space reduces the value of broad external advertising. One member said a higher near-term priority was attracting residents and supporting downtown businesses given upcoming jobs at Grand Sky.
After discussion, a motion was made to "cut the Google Ads campaign line and keep the rest and adding in a Facebook, another Facebook campaign, and using the rest of the money, the remaining $3,060 that would be left, to go towards the CRM." The motion was seconded and carried by roll call. Meeting notes record the motion as approved by the members present.
The board directed staff to implement two additional Facebook boost campaigns (total $400) and to apply the remaining funds toward the CRM subscription cost. Staff said the EDA Facebook page has more than 500 followers and that boosted posts have produced measurable interaction and reach, including shares and comments that staff said help advertise local businesses.
The marketing reallocation is intended to balance short-term outreach to residents and customers with investment in tools (the CRM) that staff said will provide better tracking and reporting of prospects and economic impact.
