DOWNTOWN WELLAND BIA

Audience Research and Marketing Analytics

OVERVIEW

Led community research to understand how residents and business owners experienced Downtown Welland and where they wanted to see improvement.

I developed and distributed a community survey, engaged businesses directly, analyzed responses, and translated findings into priorities across beautification, communications, programming, and downtown engagement.

ROLE

Community Marketing & Events Manager

Approach

1. Gathering Resident & Business Insights

We developed a survey to gather feedback from the people who lived, worked and operated businesses in Downtown Welland.

To increase participation, I visited businesses throughout the downtown, spoke directly with owners and staff and distributed a QR code that made the survey easy to access. This personal outreach gave me an opportunity to explain why their feedback mattered and encourage them to participate.

The survey explored how people viewed the downtown, what they believed was working and where they wanted to see greater attention or improvement. The resulting Downtown Community Report Card gathered perspectives from both businesses and residents and helped provide direction for the BIA’s future work.

2. Translating Research Into Downtown Improvements

Beautification and maintenance emerged as important parts of the downtown experience.

Through interviews and surveys, we captured the heart and stats of Welland’s vibrant BIA community

I helped support the planning of physical improvements, including identifying locations for planters and banners throughout the downtown.

We used that feedback to guide visible changes downtown, from the placement of planters and banners to the bridge’s monthly illumination schedule.

I also coordinated the illumination schedule for Welland’s Main Street Bridge. I received requests for colours connected to celebrations, causes and community moments.

This work showed how community feedback could be translated into practical improvements that people could see and experience in the downtown.

3. Using Audience Insights to Shape Programs & Communications

Community feedback also reinforced the importance of promotions and events that gave people reasons to visit and spend time downtown.

I helped plan and market major public experiences, including Feast Street Niagara, the Concerts on the Canal series and the opening ceremonies for the 2018 Canoe Polo International Championship.

My broader role included coordinating event marketing and logistics for experiences attracting audiences of up to 15,000 people. These events were part of a broader effort to respond to what the community wanted and give people more reasons to visit and spend time downtown.

I helped promote the BIA’s board meetings as opportunities for members of the public to attend, learn about downtown initiatives and share their perspectives.

Outcome

The research gave the BIA clearer direction by connecting resident and business feedback directly to decisions around downtown improvements, communications, events, and future priorities.

The project reinforced an approach that continues to guide my work: understand the audience first, then use evidence to shape strategy.