Deep Dive Downtown Raleigh is an advertising campaign focusing on downtown Raleigh, NC locations that are “hidden gems.” It targets Millenials of all gender identities. The campaign’s objective is to increase foot traffic to small businesses in downtown Raleigh. The visual style is inspired by vintage advertisements and features subdued colors that will allow it to integrate with current city branding.
For this project, I created the campaign concept and logo and then began developing the marketing assets. I took photos of downtown Raleigh to create duotone images on the promotional mailer postcards. I drew a digital illustration of the N Person St neighborhood to use for promotional leave-behind brochures. I also created sandwich board signage featuring the campaign title and participating neighborhood names.
Deep Dive DTR’s marketing strategy is divided into three stages. It begins with promotional postcards that are sent to targeted addresses within a 2-mile radius of downtown Raleigh. The postcards have a CTA that includes a promo code that can be used at participating businesses in featured neighborhoods.
The second part of the campaign is distributing leave-behind brochures at participating businesses and other select locations. The brochures feature an illustrated map of the neighborhood and a list of participating businesses. The brochures will be free and can be given to patrons. The neighborhood maps and lists of businesses will also be featured on the Deep Dive DTR website.
The final part of the campaign features sandwich board signage with Deep Dive DTR branding and neighborhood names. The signs will be distributed to select participating businesses. This signifies business participation and helps raise consumer awareness.
The campaign‘s duration is three months, preferably during Spring or Summer. Foot traffic data will be provided by the participating businesses before and after the campaign in order to determine if marketing goals were met.
Miranda Estep 