Disclaimer: My Orlando Local is a concept project developed for coursework.
It is not affiliated with the Orlando Regional Chamber of Commerce.
My Orlando Local is an integrated marketing campaign.
Its goal is to promote awareness of Orlando small businesses and increase their traffic online and in-person.
Print Campaign
The print campaign would center around a triplet poster series promoting a unified hashtag. Each poster would be focused on a different category of activity that supports a local small business, including shopping, dining, and recreation. The posters are easily recognizable with their bright colors and coordinating symbols.
Hidden in each symbol is a place in Orlando, such as Church Street Station, Lake Eola, and the West Orange Trail. This intends to make viewers brainstorm other Orlando locations where they could shop, eat, or play locally.
These posters would be displayed in participating small businesses and on local modes of transportation. Variations of the design would also be used for print ads placed in local literature.
Integrated Campaign
Social Media
Social Media would be utilized to share content posted with the campaign hashtag on Facebook, Twitter, and Instagram. Social media channels would also feature weekly spotlights to highlight a specific small business.
App Development
The Orlando Small Business Locater App, a directory of Orlando local small businesses, would be developed to make it easy for locals to discover new local businesses. The app would include a description of the business, location, hours, and a link to the business’ website. Digital achievements would also be awarded in the app based on the number of businesses visited.
Events
A quarterly expo-style event would take place in Downtown Orlando. At the event local small business would set up booths to promote their businesses to a larger audience.
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