Info - "L-A It’s Happening Here"

"L-A It’s Happening Here"

A Vision and Image Campaign for Lewiston-Auburn

In 2001, LAEGC commissioned Strategic Marketing Services and Swardlick Marketing Group to conduct a market research study in order to help design a comprehensive, 5- to 10-year marketing campaign to promote L-A as a renaissance community that has experienced significant positive economic, social, and cultural change. The campaign is based on a firm foundation of research from focus groups, interviews with community leaders, and a phone survey of 350 L-A residents and 400 non-residents.

In May of 2003, LAEGC, together with the Cities of Lewiston and Auburn and the Androscoggin County Chamber, launched the “L-A: It’s Happening Here!” campaign, a comprehensive initiative to promote L-A as “a community of abundant opportunity” in the midst of transformation. Ultimately, the goal is to be seen as a leading Maine community in the areas of economic development, arts & culture, health care, education, and overall quality of life.

Vision

“By 2008 … Lewiston-Auburn will be a center for both commerce and culture, offering opportunity in the areas of manufacturing, health care, the arts, education and recreation… With so many new and exciting things happening, and a proven ability to plan, create and sustain economic growth and quality of life, Lewiston-Auburn will be seen as a leading Maine community.”

Objectives

Components of Marketing Strategy

Many tactics and goals are involved in a comprehensive campaign. Some of the “It’s Happening Here” campaign tactics include: