2026 Downtown West Orange Alliance Budget Narrative.pdf

4 Marketing & Promotions $75,198.00 The Marketing & Promotions category supports the planning, production, and promotion of signature downtown events and initiatives that drive visitation, strengthen brand identity, and support local businesses. The organization will continue to manage a variety of well-established and highly attended promotional events, including the West Orange Street Fair, Downtown Thursday events, and the annual Holiday Open House. These programs have grown in popularity and serve as key economic drivers for the downtown business district. This category also supports collaborative fundraising and promotional efforts, including a fall fundraiser in partnership with the Thomas Edison Museum, as well as targeted seasonal and pop-up initiatives designed to increase foot traffic throughout the corridor. In addition to event-based programming, funds support ongoing digital marketing and communications efforts, including social media outreach (Facebook and Instagram), email newsletters, the Downtown website, and the Downtown mobile app. During last year, the Alliance was notified that the original mobile app provider would no longer support the platform. In response, the Alliance secured a new vendor and is currently rebuilding and enhancing the app to improve functionality and long-term sustainability. While the previous version included select Township information, the updated app will expand and formalize Township-related pages, creating a more comprehensive and user-friendly resource that serves both the downtown district and the broader West Orange community. The Alliance’s email newsletter maintains an average open rate of approximately 40%, significantly exceeding typical national benchmarks, reflecting strong community engagement and effective outreach. Marketing Vendor/Visit WO Campaign $ 14,000.00 Mobile Application $ 5,000.00 Website Branding Design & M365 $ 6,000.00 Street Fair $ 19,500.00 Downtown Thursdays $ 8,948.00 Holiday Open House $ 6,000.00 Social media – Promos & Newsletter $ 7,600.00 WO Chronicle, Tap & other print ads $ 1,000.00 Shop West Orange Card 00.00 Business Support & Restaurant Promo $ 2,650.00 Fall Fundraiser $ 3,000.00 Other Promotional Items $ 1,500.00 Total Marketing & Promotions $ 75,198.00