Fourth Avenue Merchants Association
Fourth Avenue is a historic avenue near downtown Tucson. Well known for its, bright and rich culture and biannual street fair which brings tens of thousands of attendees along with hundreds of vendors from all over the country, Fourth “Ave.”, as we like to call it, is like Tucson’s very own Haight Street.
This two year project required a large combination of many services. We remained a vital marketing partner until FAMA decided to bring on a full-time, in-house marketer.
Over a roughly two year period, Soapbox provided a comprehensive bundling of services, including but not limited to content creation (written, still photography, and videography), email marketing, web design, web maintenance, and web hosting, social media management and social media marketing (paid social).
Initially, FAMA never had a cohesive strategy with regards to social media with multiple pages in existence making it unclear which page to even follow. Additionally, a fan had created a page that had a large following which many people mistook for being the official page. We were able to consolidate all of the pages into one official page, take over the fan page and consolidate as well, and launch an Instagram page.
For the website, we ended up taking it over from the original designer and completing, which was at a state of around 30% completion. While it is not a theme we would have probably selected, it is the right type of theme for Fourth Avenue.
Two promotion we launched were “Fridays on Fourth”, which encouraged a Friday day-trip to the Avenue and “Faces of Fourth” which highlighted different familiar faces on Fourth Avenue.
- Daily posts and stories on Facebook and Instagram
- Weekly emails promoting Avenue events and merchants
- Regular blog posts
- Web design, maintenance, and hosting
- Content Creation (written, photography, and videography)
- Content Strategy (ongoing)
Fourth Avenue experienced dramatic results from the work we did, some of it quantifiable, some of it only visually and aesthetically noticeable.
The consolidation of social media pages alone and the takeover of the fan page resulted in a 500% increase in fan base while the completion of the website, all aligned with the new brand of the Ave lended to consistent messaging, look and feel across all platforms
- New website completed
- Consolidation of social accounts led to 500% increase in following
- Loads of new content highlighting various aspects of Fourth Avenue
- Launch of email database
Historic Fourth Avenue website