Earlier in June, Liberty Village residents received a warm welcome home via the means of a tote hung on door handles. It was an incredible effort bringing many organizations and businesses together. The LVBIA takes great pride in the amazing relationship that is established with the LVRA (Liberty Village Resident’s Association).
How Was it Executed?
Everything came together quite quickly. The idea was developed during a meeting with some retailer and restaurant owners in mid April. Back in 2012, a similar project was done and had great results. The LVRA was an amazing assistance by liasoning with all of the different residential condo Boards to allow access into the buildings to hang the Welcome Totes. The key factor to this project was the fact that we were able to deliver the Welcome Totes directly to the door handles of homes rather than just gaining access to the mail rooms.
In less than 6 weeks, participating businesses had to develop a promotion and have their material printed. More than 30 promotional inserts were included in each of the 7000 totes. We had a staff of over 35 people to help support with the stuffing and delivery of the totes. A unique strategy and set up had to be deployed to make the process as quickly and efficiently as possible. Over 250 000 inserts were stacked on tables in a big boardroom, and people walked around the them starting at one end stuffing every bag with all of the material.
What was in the Tote?
Recipients of the Welcome Totes were given a warm introduction letter from the LVBIA, the LVRA and from City Councillor, Mike Layton. Over 30 area retail and restaurant businesses participated, providing an evergreen promotional offer for residents to enjoy. Examples include
Didn’t receive a tote? Email us at firstname.lastname@example.org to arrange picking one up.
Building Community Spirit and Engagement
The Welcome Tote project was a key way initiative to remind or bring awareness to the residents of all of the amazing retail and restaurants available to them in our neighborhood. It was a great collective marketing effort to have substantial reach to the right target market for the businesses at a reasonable cost. Feedback from many of the businesses was that they certainly did gain new some new customers. Many residents commented on how nice it was to come home to a pleasant surprise on their door and had fun discovering what was inside. The Welcome Totes also stand as a true testament to the harmonious community that Liberty Village has created integrating both the commercial and residential side.