1. Website and Rebrand
I helped develop and roll out Downtown Niagara Falls’ new website and branding, then managed the content that kept the new digital presence active.
I worked across website content, business information, campaigns and downtown updates so the site reflected what was happening in the district and gave a reason to return.
The new digital presence helped turn the website into a stronger marketing channel for the downtown. Website traffic increased 40%, while the business directory grew to approximately 6,000 weekly views.
I managed an online directory representing 100+ downtown businesses, including collecting and updating business information, organizing listings, checking details for accuracy and keeping the website current as businesses opened, changed or updated their information throughout the year.
I also used the directory as a marketing tool. I connected business listings with social campaigns, features and downtown promotions so businesses could be discovered through more than one channel.
2. Business Marketing and Directory
3. Digital Campaigns and Analytics
I managed digital campaigns across the BIA’s social channels using business features, event promotion, video, Instagram takeovers and other downtown content. I tracked audience behaviour and engagement to see what people were responding to, then used those findings to guide future content and promotion.
The content mix included business features, video, event promotion, Instagram takeovers and other digital campaigns. I created monthly marketing reports to track performance, identify what was working and bring those insights into marketing committee meetings.
The campaigns generated 10,000+ social engagements and contributed to a 40% increase in website traffic. The reporting also gave the organization a clearer way to track marketing performance and make decisions based on results instead of guesswork.
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