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Heath EDC weighs digital marketing package to reintroduce town to regional developers
Summary
The board discussed a proposed three-month digital marketing package (about $13,500) from a regional outlet to reintroduce Heath as an outdoor-lifestyle community; members debated alternatives, website readiness and a phased testing approach before committing funds.
Unidentified Speaker 1 opened discussion on reigniting a marketing strategy to reintroduce Heath following the lifted moratorium and progress at the water plant. Justin (role/title not specified) described a digital three-month package offered by DCO/DCEO that would include run-of-site billboard ads, sponsored branded content and targeted email distribution to commercial real-estate audiences in the Dallas–Fort Worth market for a quoted price of $13,500.
Suzanne (role/title not specified) and other board members stressed editorial approval, control over imagery and the need to "polish" the EDC website before driving traffic. Several members suggested lower-cost alternatives: targeted Facebook/Instagram ads, modest monthly social-media testing, or updating the website and running a four-month test to measure results before committing to paid advertorial placement.
Debate among members centered on measurable return on investment and audience targeting. Unidentified Speaker 3 described prior experience where similar advertorial purchases produced poor or unmeasurable returns; others countered that access to developer events and curated commercial audiences could be valuable. Unidentified Speaker 7 recommended narrowing creative targets to ensure the campaign reaches developers and brokers likely to consider Heath's zoning and land offerings.
The board did not authorize immediate spending. Members asked for more homework: negotiated pricing options, tighter targeting proposals, website updates and for the vendor representative to present to the board. Staff indicated the EDC already has $15,000 budgeted per corporation for promotional work, and that the proposed package could fit within existing allocations if the board chose to proceed.
