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Argyle hires Brandera, leans on business association to broaden outreach
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Summary
Town officials reviewed a new marketing program led by Brandera and the Argyle Business Association, citing social-media growth, a quarterly newsletter and six planned town-hall meetings to boost resident engagement and support business recruitment.
Argyle leaders presented a coordinated marketing and outreach effort on Jan. 20 designed to increase resident engagement and support local businesses. Brandera, the town’s contracted marketing firm, reported early digital metrics, a new quarterly newsletter and event-activation work; the Argyle Business Association described membership growth and local hiring efforts.
Brandera account lead Beth Owens said the firm has designed a social strategy and branded templates to create consistent communication and to “establish familiarity and cohesion,” and showed early metrics: “On Facebook we have 8,881 followers and it grew 154 followers in 1 month,” she said, adding that Instagram is growing with a younger-skewing audience. Owens told the council the firm is producing monthly social calendars, short-form video reels and a quarterly eight-page newsletter that will be mailed to residents.
Why it matters: council members said the program will be a front-line way to notify residents about town hall meetings, elections and events, especially after recent commercial development that will change traffic and service needs. Council members also highlighted a planned town booth for recurring community events and suggested using paid social advertising selectively for high-priority notices.
Argyle Business Association CEO Lynn Seiden told the council ABA has added 252 paid members in roughly 10 months and said those members have generated about 180 known jobs so far. Seiden outlined ABA’s work on job fairs and vendor recruitment and said the organization is preparing a pipeline of businesses to locate in the planned Town Center district.
Council members asked for a published schedule of the six planned town hall meetings and for coordination on event staffing. Brandera and ABA said they will coordinate with town staff on in-person activations and agreed to provide the council with a content calendar and a mailing schedule for the quarterly newsletter.
What’s next: staff will post the town-hall schedule and circulate the newsletter outline to the mayor and town manager for final approval. Brandera will continue to deliver monthly reports and will discuss the option of a dedicated Argyle e-blast to boost subscription rates.
