Business Marketing & Event Program

Introduction

The City of Newberry Community Redevelopment Agency (CRA) Business Marketing & Event Grant Program (the “Program”) will reimburse up to $2,500 for marketing and small-scale promotional event related expenses to help a local business grow and expand their reach.

The Program fits within the CRA Goal to create a thriving downtown and urban core through public-private partnerships, incentivization, and business support to encourage a quality retail, restaurant, cultural, and business environment.

Eligibility

The Applicant, and its business, must meet the following requirements to be eligible to submit an application.

  1. Must be a “brick-and-mortar” for-profit business located in a commercial property zoning district (within the Newberry Community Redevelopment Area (see map on page 8). Food trucks, or other mobile or pop-up businesses, are not eligible under the program.
  2. The applicant must be the principal owner of the business.
  3. The business must be actively operating with a current City of Newberry Business Tax Receipt (BTR); or, if the business is new, it must open within one (1) month of application approval.
  4. The business must demonstrate a need for marketing assistance to enhance business operations, by providing documentation of one or more of the following:
    1. DECLINING SALES OR REVENUE
      1. Data Evidence: Provide sales or revenue data showing a downward trend over a period. Data can be shared in percentages for a YOY or monthly comparison.
      2. Explanation: Explain how a lack of effective marketing could contribute to the decline.
    2. LOW CUSTOMER AWARENESS
      1. Survey Results: Share results from customer surveys indicating low brand recognition or awareness in the target market.
      2. Market Research: Present research or market analysis that shows competitors are better known or more visible in the area.
    3. HIGH COMPETITION
      1. Competitor Analysis: Provide an analysis of competitors’ marketing efforts and explain how they are outperforming your business in attracting customers.
      2. Market Share Data: Show data indicating a loss of market share to competitors with more robust marketing strategies.
    4. NEW OR EXPANDING PRODUCT/SERVICE OFFERINGS
      1. Product Launch: Explain the need to promote a new product or service that the market is unaware of.
      2. Expansion Goals: Demonstrate plans for business expansion and the need to reach a larger or different demographic.
    5. UNDERUTILIZED CAPACITY
      1. Operational Data: Present data showing that the business has excess capacity (e.g., empty tables, unsold inventory, or underused services) that could be filled with better marketing.
      2. Growth Potential: Explain how marketing could help in utilizing this capacity by attracting more customers.
    6. POOR ONLINE PRESENCE OR ENGAGEMENT
      1. Website Traffic Data: Provide analytics showing low website traffic or poor engagement rates on digital platforms.
      2. Social Media Metrics: Share data on low social media followers, likes, shares, or comments compared to industry averages.
    7. INEFFECTIVE CURRENT MARKETING EFFORTS: Campaign Performance Data: Present evidence of past marketing campaigns that failed to achieve their objectives (e.g., low ROI, minimal engagement).
    8. TARGET MARKET CHALLENGES
      1. Demographic Data: Show that your current marketing is not effectively reaching key demographics or geographic areas.
      2. Customer Feedback: Provide feedback from customers indicating they were unaware of promotions, services, or products until much later than desired.
    9. NEED FOR REBRANDING OR BRAND REFRESH
      1. Brand Perception Studies: Share results from studies showing that the brand’s image is outdated or no longer resonates with the target audience.
      1. Market Shifts: Explain how changes in market trends or consumer preferences necessitate a refreshed marketing approach.
    2. STRATEGIC BUSINESS GOALS
      1. Growth Objectives: Link the need for marketing to strategic goals like market expansion, entering new markets, or increasing market share.
      1. Investment Justification: Justify the need for marketing as a critical investment to achieve specific business milestones.

Eligible Expenses

Digital Marketing

  • Social Media Advertising
    • Facebook Ads
    • Instagram Ads
    • LinkedIn Ads
    • X Ads
    • TikTok Ads
    • YouTube Ads
  • Search Engine Marketing (SEM)
    • Google Ads
    • Microsoft Ads
    • Yelp Ads
  • Email Marketing Programs
    • MailChimp
    • Constant Contact
    • iContact
  • Online Directories
  • Content Marketing
    • Sponsored Blog Posts
    • Video Marketing (YouTube, Vimeo)
    • Influencer Partnerships
  • Website Development and Enhancement
    • Website Design and Redesign
    • WordPress
    • Wix
    • Domain Purchase
    • Website Hosting Services
    • SEO Services
    • E-Commerce Integration

Print Marketing

  • Print Collateral (Flyers, Posters, Brochures)
    • Design Costs
    • Printing Costs
    • Distribution Services
  • Business Cards
    • Design and Printing Services
  • In-Store Displays
    • Window Decals and Graphics
  • Direct Mail
    • Design Costs
    • Printing Costs
    • Mailing Services
  • Magazine and Newspaper Ads
    • Local Publications
    • Specialty Magazine

Other Mediums of Marketing

  • Graphic Design Services or Tools
    • Graphic Design Company
    • Canva
    • Adobe Creative Products
    • Affinity Designer
    • Inkscape
    • Similar design programs
  • Television Advertising
    • Local TV Commercials
    • Cable TV Ads
  • Branding or Rebranding
  • Logo Creation
  • Radio Advertising
    • Local Radio Spots
    • Internet Radio (Spotify, Pandora, etc.)
    • Vehicle Wraps
      • Design and Application for Branded Vehicles
  • Promotional Materials    
    • Branded Merchandise (T-shirts, pens, bags, etc.)
    • Signage and Display Martials
  • Additional campaigns and items will be considered on a case-by-case basis by CRA
  • In-Person Exhibiting
    • Vendor Booth at Local Events
    • Banner Placement at Sponsored Events

Small-Scale Promotions/Micro-Events

Small-scale promotions, also referred to as “micro-events” provide a focus that attracts people to visit the business, such as:   

  • National themed days (e.g. National Dog Day, National Popsicle Day, etc.)
  • Trivia Night
  • Art Exhibitions
  • Themed nights
  • Networking events
  • Wine or beer tasting
  • Coffee tasting
  • Scavenger hunt
  • Product demos
  • Workshops
  • Grand opening
  • Fundraising shopping event
  • Meet and greet- local author, artist, or musician
  • Business anniversary party
  • Customer appreciation event
  • Holiday or seasonal event
  • New product launch party
  • Live music
  • Stand-up comedy night
  • Game night
  • Cooking Classes
  • Book Signing and Reading
  • Local food showcase
  • Charity events
  • Speed dating
  • Secret menu night

Ineligible Expenses

The following are examples of ineligible expenses:

  • Employee Uniforms
  • Any marketing materials, ads, or tools purchased prior to approval of the grant
  • Sponsorships or donations
  • Late fees or penalties
  • Alcoholic products

The Newberry CRA Staff will determine the eligibility of expenses. Businesses are encouraged to consult with the Newberry CRA before incurring expenses if there is any uncertainty about eligibility. 

Program Process

  1. Submit Application: Complete applications may be submitted via:
    • Email: CRA@newberryfl.gov
    • Mail: Newberry CRA, ATTN: CRA Coordinator, 25493 NW 1st Ave, Newberry, FL 32669
    • Drop-off: Drop off at: _25493 NW 1st Ave, Newberry, FL 32669

Incomplete applications will not be accepted. All back-up documentation must be attached. See Application Form for more information.

  1. Review & Approval: Applications will be reviewed by CRA staff on a first-come, first-serve basis.  If the Application is complete and meets all Program requirements, the CRA Executive Director is authorized to approve the application for grant funding.  If the Application is not complete or does not meet all Program requirements, it will be denied.
  2. Complete Small-Business Training:  Within six (6) months after the approval by the CRA Executive Director, Applicants must complete three (3) or more hours of Small Business Training offered by the City of Newberry online at https://smallbusinesssupport/learnupon.com.
  3. Implement Marketing Project or Event: Within six (6) months after the approval date, Applicant must fully implement (complete) their project or event.  This may happen before or concurrently with the Small Business Training.
  4. Payment: Reimbursement will occur after: (a) the Small Business training has been completed; AND (b) the approved marketing project or event has occurred. 

Applicant must submit any invoice(s), proof of payment, cleared checks and samples or evidence of the marketing materials produced or the event held (e.g., Screenshots, copies of print ads, links to digital campaigns). The applicant will also be required to be a registered vendor with the city, and paperwork will be provided upon acceptance into the program.

 In the event Applicant fails to complete the training and submit the marketing/event documentation within six (6) months after the date of CRA staff approval, the approval will be deemed terminated and will render the Applicant/Application ineligible for reimbursement. 

Questions About the Program?

Please contact the  CRA Coordinator in person at 25493 NW 1st Avenue, Newberry, FL 32669 or by phone at: 352-722-2959 or by email at  cra@newberryfl.gov

 
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