City of New Rochelle
Building New Rochelle’s Creative Community
The Ask.
Expand New Rochelle’s young creative community by encouraging relocations from in and around NYC to New Rochelle, a shoreline city located 30-minutes from NYC.
The Solution.
Ideally New Rochelle’s #NewRoConnects campaign launched around a hashtag contest. Young creative entrepreneurs were encouraged to showcase their small business on social media and enter to win a year of living rent-free in New Rochelle’s newest luxury building.
Tactics included:
Out of home advertisements in key locations including transit centers, streetscapes and billboards
Organic social media posting on Instagram, Twitter, Facebook, TikTok and Pinterest to target a young creative audience
Creation of a contest showcase page to highlight entries and encourage interactions
Boosted social media posts to expand the reach of the contest and grow Ideally New Rochelle’s audience
The Outcome.
The campaign reached over 11,600 impressions on Instagram alone, with more than 30% of viewers falling directly within target audience demographics.
A small business owner, artist and community advocate joined New Rochelle for a year of rent-free living.
The Win.
Arch Street Communications won a Gold MarCom Award for Promotional and Marketing Materials for the #NewRoConnects campaign.