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Germantown discusses multi-video marketing campaign; commissioners asked to submit goals and a name
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Summary
After a short sample video, commissioners debated how to brand and fund a village marketing campaign (options included building a dedicated brand and website, gifting content to partner organizations, or selling tiered ad packages); staff said tourism-commission funds could pay for initial work and commissioners were asked to submit purpose, strategy and a proposed name to staff before the next meeting.
Brenton, the village communications manager for Park & Rec, showed a roughly 30- to 37-second sample video and outlined a marketing approach built around producing multiple short social-media videos rather than a single clip. Brenton said a campaign could be run by village staff, posted on village accounts, gifted to partner organizations, or contracted through an agency depending on goals and budget.
Commissioners pressed for clarity on campaign purpose (drive visitors, support businesses, promote events or build general awareness), preferred branding (examples offered included 'Discover Wauwatosa' and 'Explore Menomonee Falls'), and funding sources. Chair said tourism commission funds were the likeliest funding source and suggested staff would present budget guidance to the tourism commission. Brenton offered a practical example: a summer campaign for Music at the Pavilion spent about $600 in paid boosts while relying largely on organic content creation.
Discussion covered multiple logistical and policy questions: whether the village should create a standalone website or a section on the village site; how many videos are needed to sustain a campaign (Brenton suggested 5–10 videos is a reasonable starting point for initial content); whether an RFP is needed for an agency; and whether a tiered, sponsor-style model (bronze/silver/gold packages) might create a revenue stream or be viewed as selling ads.
Action: Commissioners were asked to each provide a short paragraph describing the campaign's purpose, a proposed strategy and suggested project name (including alternatives to 'Celebrate Germantown') and send that to staff member Maddie before the next meeting. Chair said the group should then return with a clearer scope and budget request for the tourism commission to consider.
Quote: "When you have a video, you just don't have one video... but multiple," Brenton said, explaining why a series of short videos is a preferred social-media strategy.
Why it matters: A structured village marketing effort would shape how Germantown promotes its businesses, events and tourist assets. Commissioners emphasized the need for clear goals and a funding plan before committing to a production approach.
Next steps: Staff will share Brenton's presentation with the commission. Commissioners will submit written purpose/strategy/name proposals to Maddie; staff will bring funding options to the tourism commission for consideration.
