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CRA outlines $300K 2025 media plan to market Downtown and Beach redevelopment
Summary
CRA staff presented a coordinated FY25 media and outreach plan with CMED to promote downtown and beach redevelopment, focusing on digital and social platforms (about $200K) and other outlets (about $100K) for an approximate $300K buy, with emphasis on investor marketing and property owner outreach.
The Hollywood CRA presented its fiscal 2025 plan to disseminate redevelopment information and promote downtown and the beach districts on Oct. 1, describing a roughly $300,000 media buy coordinated with the city's CMED team.
Lisa Leota, redevelopment and operations manager for the CRA, described a strategy that blends targeted digital and social advertising, sponsored content and industry publications to attract investment and inform property owners about grants and capital projects. Leota told the board the CRA will collaborate closely with CMED to share creative and expenses and avoid duplication.
Spending mix and targets: Leota said the overall buy is approximately $300,000, down about $75,000 from the prior year, with roughly $200,000 allocated to social and digital channels and the remainder for print, radio and targeted industry placements. Staff said detailed line‑item spreadsheets are available upon request.
Channels and examples: Staff listed online outlets, trade publications and local media partners, cited geofencing and sponsored social posts as tactics, and mentioned partnerships with the Greater Fort Lauderdale Alliance, South Florida Business Journal, The Real Deal and local outlets such as the Hollywood Lakes newsletter and Cahoots.
Board questions and oversight: Board members asked for cost‑per‑click metrics and performance data for digital buys; staff said analytics will be tracked and underperforming products can be discontinued. The board supported the approach and asked staff to provide backline budget detail and performance reporting.
Next steps: There is no resolution required for media buys under the City code; staff will continue collaborating with CMED and report performance metrics to the board.
