Welcome Back Campaign
Reemerging from the pandemic
As over 300 Downtown Dearborn businesses slowly began to reopen in the wake of COVID-19, the East and West Dearborn Downtown Development Authorities worked collaboratively and quickly to devise a “welcome back” marketing campaign called “Reimmerse in Commerce”. The campaign encouraged local residents to get out there and #loveyourlocal retailers, restaurants and service businesses that they’ve always depended on, and the new ones starting to take off, while keeping it safe.
The toll that COVID-19 was taking on Downtown Dearborn was palpable. Many new businesses recently opened in 2019 and early 2020, and those with the longest history in Dearborn suffered from a lack of social media or online presence. The marketing campaign included: traditional, online and on-site marketing materials — carryout/delivery parking spot sign boards, banners for businesses, gateway signs and feather banners, yard signs, ground decals, posters, business informational flyers, social media reaching over 40,000 monthly, video, print ads, and bi-weekly eblasts to over 3,000; an early launch of the BAT (Business Assistance Team) with over 30 partner organizations; pushing the DDDA Open Door Dearborn business incentive and other grant resources; and an outdoor activation plan creating spaces for the public, restaurants to expand and working with the City to launch a 24-hour free permit approval process. Utilizing the new Dearborn brand, all materials promoted the innovative, diverse and connected Dearborn community while instilling the fact that Dearborn businesses were open and safe.
A $25,000 investment by the DDDAs provided not only marketing of the district, but also an overall feeling that by working together Downtown Dearborn would emerge from this stronger. Today, Downtown Dearborn is seeing reinvestment continue with new businesses opening and existing businesses adapting with the times.