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EDA: Digital push for new-home rebate provided useful data but program will not be extended now
Summary
Becky Jones presented a final report showing the $500 digital ad test spent $475 and reached 1,800–25,000 viewers depending on creative; board agreed ads built Harmony brand awareness but will not extend the program now and will revisit future collaboration with the chamber.
Becky Jones presented the final report on the Economic Development Authority’s digital advertising effort to promote the new-home rebate, saying the campaign spent $475 of a $500 budget and ran ads on Facebook and Instagram.
Jones told the board the ads’ reach varied by creative, between roughly 1,800 and 25,000 viewers; posts featuring the Amish community and local amenities drew the most attention, while content specifically about building or buying a home generated minimal engagement. The board said the experiment yielded useful information about what drives awareness for Harmony.
Board members discussed next steps and possible coordination with the Harmony Chamber of Commerce on future digital buys. The consensus was that targeted digital advertising can be impactful for community branding, but the EDA will not extend this particular ad program at this time and will continue the discussion about future joint marketing efforts.
The meeting record shows no formal motion to continue the advertising program; the board’s decision was recorded as a consensus to pause further spending for now and revisit the idea later.
