In discussing the ideal audience for such a campaign, Bonewitz noted that the 2010 study identified people in the age range of 29 to 39 earning approximately $36,000 to $47,000 a year as the target of choice when it comes to future marketing efforts.
“So we’ll work very closely on how we’re going to reach those groups,” Bonewitz said. “The communication modes that we’re using are based on what those target audiences are watching and reading and doing.”
In providing a brief overview of how she anticipates the one year marketing program to proceed, Bonewitz first provided council members with a breakdown of how she anticipates the money being provided by the council and its three partners — each is providing a $25,000 contribution — will be utilized.
By far the largest portion of the funding, 36 percent overall, will go toward digital storytelling, which Bonewitz called the cornerstone of the “Good of Goshen” program.
“A lot of us grew up with storytelling with our grandparents or parents reading to us, which is awesome and still needs to remain,” Bonewitz said. “But moving into the 21st Century, there are so many ways to tell stories now: video; audio; music; photos. So that’s what we’re going to target with this: to tell the uncommonly great stories that we know exist in our community.”
As part of that storytelling initiative, Eyedart will be doing 48 feature stories over the course of a year, the topics of which will be divided equally among the four partners with the goal of highlighting their respective strengths.
Once the stories are completed, each will then be uploaded to a new website portal specifically created to highlight the program. Bonewitz likened the page to what the state of Michigan is doing with its www.michigan.org website and its connection to the state’s “Pure Michigan” campaign.