At its Jan. 28 study session, the Airway Heights City Council unanimously approved a marketing contract with advertising firm BHW1 to implement promotion strategies ahead of the city’s recreation center opening slated for the first week of April.
According to city documents, BHW1 employees have been working with city officials for the last several months to develop a marketing plan ahead of the facility’s opening. The firm will be using a method called “hypertargeting” to emphasize interest, awareness and membership signups. Hypertargeting is marketing geared toward a very condensed and specific geographic area, such as Airway Heights and the West Plains, as opposed to an entire region.
BHW1 will employ text-to-win promotions, online social media displays and local billboards to spread the word about the facility. According to city documents, it will also rely on community partnerships with local businesses.
The city may also use guerilla marketing strategies like window displays in vacant city buildings and advertisements on local coffee stand cups and sleeves.
The contract will be paid for with funds already set aside for the purpose and are not to exceed $55,000 for the entire plan. Costs for individual projects will be provided in separate estimates as needed.
Shannen Talbot can be reached at shannen@cheneyfreepress.com.
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