COME HOME TO

BALDWIN CITY

SF
COMMUNICATIONS
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Table of Contents
EXECUTIVE SUMMARY

SITUATIONAL ANALYSIS

BUDGET SUMMARY

10

SECONDARY RESEARCH

PRIMARY RESEARCH

12

TARGET PUBLICS

45

SWOT ANALYSIS

49

PLANNING SECTION

56

EXECUTIONS

72

SOURCES

143

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EXECUTIVE
SUMMARY

EXECUTIVE SUMMARY
The Baldwin City Chamber of Commerce (BCCC) aims to promote civic engagement in Baldwin
City as well as drive economic and social growth within the town. While residents agree that
Baldwin City offers a tight-knit community, there is a distinct divide among the residents when it
comes to the direction of Baldwins growth. Many community members either want Baldwin to
remain the same and discourage big changes or push to invigorate the town with new life through
new businesses and traditions. Even with the reputation of a safe, quaint city with rich history
behind it, Baldwin City struggles to attract tourism throughout the year due to an under-stimulated
downtown area with few accommodation options and a lack of prominent marketing campaigns.
We conducted research through a variety of methods that included an online survey, a focus group
with Baldwin City officials and residents and ethnographic research that was conducted through
observation and numerous interviews. Our secondary research includes census information on the
state of Kansas and Douglas County, articles on travel trends among our targeted audiences as well
as demographic and psychographic reports on the people who live in Baldwin City and the
surrounding areas. After analyzing both our primary and secondary research, we found that the
Baby Boomers and Generation X are most likely to take leisure trips to cities in close proximity
to their homes. We also learned that people both in and out of Baldwin City are unaware of the
events that take place there however they have a positive outlook on the town. There are
opportunities to re-brand Baldwin City as a town where anyone can feel at home in. Baldwin City
needs a brand that every citizen can support and one that will attract new visitors, families and
businesses.
By executing this strategic campaign, the Chamber will:
1. Increase tourism and travel to Baldwin City
2. Improve civic pride
3. Expand economic development
We plan to target leisure tourists within the ages of 40-75, covering two generations with distinctive
travel tendencies. We also have planned several new events for the Chamber that will give Baldwin
City residents new things to look forward to, as well as attract new visitors to Baldwin City. By
improving the communication between the Chamber and residents through reconstructing social
media tactics, the Chamber will be better able to control how messages are published and received.
In order to stimulate strategic economic growth, we plan to target small business owners and
investors in Douglas County. We plan to accomplish this by working closely with Kansas City
developers and investment firms and in order to improve recruitment methods.
The Chamber will increase tourism, civic pride and economic development through enhancing its
communication efforts among Baldwin residents and bringing together residents through new community involvement opportunities. The Chamber will promote the historic significance of Baldwin to
different target segments through creating new opportunities to explore Baldwin City and its
heritage through new events and traditions for all, attracting tourists as well as families who will
want to make Baldwin their home. Our theme for this campaign is COME HOME TO BALDWIN CITY.
This message is both directly and indirectly inherent in our tactics.
The budget allocates for $20,000 over the course of two years with an extension budget that goes
up to $50,000.
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SITUATIONAL
ANALYSIS

SITUATIONAL ANALYSIS
CLIENT OVERVIEW
The Baldwin City Chamber of Commerce serves the community of Baldwin City as the primary
organization responsible for marketing Baldwin City as a desirable place to visit and live. The
Chamber promotes special attractions in Baldwin such as the Midland Railroad, the Maple Leaf
Festival and Black Jack Battlefield. The Chamber aims not only to inspire civic pride in the
residents of Baldwin City, but also to encourage tourism to Baldwin City by promoting the unique
aspects and sites that make Baldwin City special.
The Chamber of Commerce is also responsible for stimulating economic development and growth
within the community. The Chamber offers membership to any person, firm association,
corporation, partnership or estate in good standing located or doing business in Baldwin City or
vicinity, interested in the civic, commercial, industrial and agricultural interests of Baldwin City
(Baldwin City Chamber of Commerce). This department within the Chamber works to improve the
local economy by attracting new businesses as well as working to expand existing businesses.
The Baldwin City Chamber of Commerce focuses on bringing the community together. As of 2013,
the city had a population of 4,540 people, including Baker University students. Baldwin City is a
tight-knit community, and the Chamber aims to bring together long-time residents, Baker University
students as well as tourists from surrounding areas together to experience the artistic, cultural and
historical aspects that make Baldwin City what it is today.

CHALLENGES
TRAVEL AND TOURISM
Baldwin City suffers from a lack of lodging, which limits the amount of tourists who can visit the
area for a weekend. Currently, Baldwin City only has two local lodging options, The Three Sisters
Inn and The Lodge. The Three Sisters Inn is a cozy, however outdated, bed-and-breakfast on the
outskirts of town, closer to the highway than to the downtown area. The inn has a total of five
bedrooms, and the national average amount of room for a bed-and-breakfast is six (Professional
Association of Innkeepers International). The other option for accommodation, The Lodge, has only
has 20 rooms available at all times. It is clear that Baldwin City is in need of a small chain hotel
otherwise the city will be unable to accommodate large amounts of tourists.
Baldwin City also lacks a lively restaurant scene and nightlife. There is small variety of restaurants
unique to Baldwin City. Several people stated the city would benefit from upgrading the restaurants
that are already in the area. There are also several empty storefronts that indicate a closed
business, representing the need for a stronger economy in Baldwin City. Many restaurants close
early, which prevent people, especially Baker students, from giving them business in the later hours
of the day. One Baker student stated he would most like to see Baldwin gain more late-night food
options. There are also only two bars for the night-owls in Baldwin City. Many college students have
said they usually would rather traveling to Lawrence for a night out than to stay in Baldwin City.
Baldwin City has limited shopping options that would draw tourists looking for a leisurely outing.
The shirt Shack is the only shopping boutique downtown. When comparing that to nearby
Lawrence Massachusetts street and the plethora of funky boutiques, shoppers are more likely to
flock to.
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ECONOMIC DEVELOPMENT
Current travel and tourism activity in and to Baldwin City is extremely limited. Most of the time
people from close communities will travel to Baldwin City for certain events, like the Maple Leaf
Festival in the Fall. Because there are few options for accommodation, and the city lacks a diverse
restaurant, nightlife and shopping scene, the only things that attract people to Baldwin City are its
historical aspects, such as the Black Jack Battlefield, and the Kansas Belle Dinner train. However
neither of these aspects keep people in the area for more than a few hours.
LACK OF CIVIC PRIDE
Through interviews conducted with Baldwin City residents, its proven that the attitude regarding the
current condition of the town is split among older and younger generations. People under the age of
50 are more likely to advocate for stronger improvements throughout the city, while elders are more
comfortable with how Baldwin is today. However, even with this split of opinions, residents are less
likely to publicly promote their enthusiasm for Baldwin City when compared to other residents in
nearby cities like Lawrence and Kansas City.

CURRENT ENVIRONMENT
TRAVEL AND TOURISM
Current travel and tourism activity in and to Baldwin City is extremely limited. Most of the time people from close communities will travel to Baldwin City for certain events, like the Maple Leaf Festival
in the Fall. Because there are few options for accommodation, and the city lacks a diverse restaurant,
nightlife and shopping scene, the only things that attract people to Baldwin City are its historical aspects, such as the Black Jack Battlefield, and the Kansas Belle Dinner train. However neither of these
aspects keep people in the area for more than a few hours.
ECONOMIC DEVELOPMENT
Baldwin City currently thrives off blue-collar businesses. The city voted to resist plans for a new
Wal-Mart, because it did not want a large corporation coming in and taking away business from the
local markets. There are only a small number of restaurants and shops in the downtown area. This in
turn makes it more difficult attract future business owners who may be interested in opening shops
or other small businesses.
LACK OF CIVIC PRIDE
Since Baldwin City is a small community, many of the citizens of Baldwin City are split when it comes
to the amount of pride they exude toward Baldwin. There are opposing views on the direction that
Baldwin city is heading between the younger and older generations living in Baldwin city. Baker
University is home to just over 2,000 students. Many of the Baker students enjoy the small,
hometown feel Baldwin City offers. Although the students do enjoy that aspect of the town the main
consensus among the students is that the city needs to improve the restaurant, shopping and
nightlife. By doing this it has the potential to persuade them to stay post graduation. Hank Booth, the
executive director of the Baldwin City Chamber of Commerce also stated that many community
members who grew up in Baldwin are eager to leave the city for college. The current environment
shows a lack of ambassadorship throughout the Baldwin community.

WHY ACTION IS NECESSARY

Baldwin City needs a brand, and one that proves Baldwin is more than just another Mayberry town
in the Midwest. The Chamber of Commerce will greatly benefit from tactics that will improve
engagement and ambassadorship within the Baldwin community, as well as promote tourism to
Baldwin. In order for people to know more about Baldwin City and take an interest in it, the
community needs a definitive, overarching brand to latch onto, to promote and be proud of.
SF Communications is aiming to build just that for the Baldwin City Chamber of Commerce.

BUDGET
SUMMARY

TOTAL FOR YEAR 1.... $9,939.98

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SECONDARY
RESEARCH

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1. ABOUT THE CLIENT

The Chamber of Commerce represents Baldwin City and is responsible for marketing the city as a
desirable place to live and visit. The Chamber promotes the unique cultural, historical and artistic
values of Baldwin City through integrated marketing communications. The Chamber aims to
promote tourism to Baldwin City by highlighting attractions such as the Midland Railroad, Black
Jack Battlefield and the Kansas Belle Dinner Train. The Chamber provides tourists with information
on dining, entertainment and accommodation within the area. Events such as the annual Maple
Leaf Festival are planned, executed and promoted through the Chamber. Although the Chamber
consists of a small team, large efforts are made to increase awareness about Baldwin City to
visitors, well as to promote stronger civic pride.
Currently, the Baldwin City Chamber of Commerce has 186 members. Members of the Chamber
range from religious organizations to labor services. The Chamber offers three different levels of
membership: Business Membership, Associate Membership and Individual Membership. Each level
requires a specific level of involvement, including membership dues. The Baldwin City Chamber
of commerces three primary goals for the following year: Are increased tourism to Baldwin City.
Increase civic pride among Baldwin City residence and jump-start local economic development.

2. HISTORY OF BALDWIN CITY

Baldwin City has intrinsic roots in Americas development. The city started out as a trail stop along
the Santa Fe Trail, a 19th-century transportation route that connected Franklin, Missouri, to Santa
Fe, New Mexico. In the year 1857, the first post office was erected on High Street in Baldwin City,
where it still stands today. A year later, a group of Methodists founded Baker University, a small,
private liberal arts college, which is the oldest university in the state of Kansas. Today, Baldwin City
has a growing population of 4,540 people (2013 Census).
As the years passed, Baldwin City continued to grow and develop. Eventually, the town found itself
involved in historic events that would lead up to the American Civil War. The 1856 Battle of Black
Jack took place a short three miles outside of town, and the site stands today as one of Baldwin
Citys most-visited attraction.
The city also plays a major role in Kansas railway history, as it is home to the Midland Railroad,
which, offers train rides featuring an over-20-mile round trip excursion from Baldwin City to Ottawa
Junction, Kansas. The Midland Railway Historical Association, which aims to obtain and restore
historically significant railroad artifacts and equipment, raising awareness and appreciation of
railroading (Midland Railway).
The annual Maple Leaf Festival has celebrated the start of fall, attracting nearly 25,000 visitors.
This festival has become a Baldwin City tradition beginning in 1957. Today, it is Baldwin Citys
largest and most exciting event as the festival features a parade, arts and crafts; quilt shows,
theatrical performances, history tours, train rides and live music.
Baldwin City is also known for its vibrant gardens and foliage. Between residents private gardens
that are hard to miss, to Bakers impressive green spaces, to Tom Swan Park in the heart of
downtown, Baldwin City boasts an enviable natural environment, that makes any visit peaceful and
beautiful.
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1. TRAVEL AND TOURISM

A. DOMESTIC U.S. LEISURE TRAVEL INDUSTRY OVERVIEW
The U.S. Travel Association has conducted an in-depth analysis regarding leisure travel trends in the
U.S. As of 2014, direct spending on leisure travel has totaled $644.9 billion purposes solely. The top
leisure activities domestic travelers enjoy are 1) visiting relatives, 2) shopping, 3) visiting friends,
4) fine dining and 5) beaches (U.S. Travel Association). In a report from 2012, its stated that fewer
adults are traveling with children today under the age of 18 (U.S. Travel Association). Many more
people are driving verses flying. Nearly eight in ten (79 percent) of leisure trips were taken via car
(U.S. Travel Association). The average age of leisure travelers is 45.9 years old; the median
household income for these travelers is $62, 500 (U.S. Travel Association).

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B. POPULAR VACATIONS
As stated previously from the U.S. Travel
Association, leisure travelers enjoy visiting
beaches. According to the Euromonitor, Mexico
once again will be a popular travel destination for
Americans. Last year, there were 20, 916, 000
American trips to Mexico. For 2015, it was
predicted that these trips will increase by 1.8%.
The second most visited place was Canada
(Euromonitor). American tourists are taking
leisure trips outside of the U.S. Seemingly, the
most popular domestic tourists destinations tend
to be states with large resident populations
(Euromonitor). California comes in at number
one due to its wineries, beaches, spas, surf
culture, theme parks and Hollywood mentality
(Euromonitor). Florida came in at a number
three spot, however its the fastest growing state
for tourism due to its theme parks, Disney World
and sunny skies (Euromonitor).
C. TRANSPORTATION
U.S. travelers are using their cars as forms of transportation rather than flying. Eight in 10
(79 percent) Americans are driving for leisure trips rather than flying (U.S. Travel Association).
According to the Bureau of Transportation Statistics, the most-traveled city pair in the U.S. by air
was San Francisco and Los Angeles. In 2011, transportation was the second-biggest expense for
American households (Bureau of Transportation Statistics).

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D. LODGING
The hotel industry generates between $400 - $500 billion in revenue each year (Statista). Some of
the biggest hotel chains are the InterContinental Group, Marriott International, Hilton Worldwide,
Accor, Starwood Hotels & Resorts, and Wyndham Hotel Group (Statista). Currently, 43 percent of
Millennial families plan to take more staycations versus 15 percent of Millennial couples who plan
to do so within the next 12 months (MMGY Global). According to the MMGY Global 2014 Portrait
of American Travelers, nearly one in five travelers used travel agent services.

E. TRAVEL TRENDS OF OUR TARGET AUDIENCE

Millennial travelers are on the rise in the U.S. By 2030, the Millennial generation is expected to
reach 78 million and outnumber baby boomers by 18 million (HVS,2015). Hotel Valuation Index
published a report Top 10 Trends of Millennial Travelers Some of the trends stated the
importance of a different booking structure, authentic local experiences and the pod hotel
(HVS,2015). Millennials are the now generation and they expect things to be available 24/7 at
their fingertips. They expect hotels and tourist destinations to be accessible online. Millennial
travelers rely on the Internet to find out information about lodging, transportation and the overall
experience of the tourist destination. Millennials want to immerse themselves into an authentic
experience or culture. They want to become one with the tourist destination and experience new
things that city or destination has to offer. Lastly, Millennials are interested in the pod hotel
experience they expect limited room size, unique luxury design and high-tech gadgets.

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F. KANSAS TRAVEL & TOURISM INDUSTRY OVERVIEW

Tourism plays a vital role in the Kansas economy. Tourism supported nearly $9.5 billion in business
sales in 2013 and sustained approximately 90,000 jobs, 5.2% of all jobs in the state. Every 203
visitors create a new job in Kansas. (KDWPT, 2013) Direct sales from tourism flow through
Kansas economy generating jobs, GDP, wages, and taxes. Visitation to Kansas reached 33.7
million in 2013. The number of travelers and their spending has continued to grow from 2009 to
2013. Peak visitation to Kansas is during the month of June with approximately 850,000 rooms
rented to overnight guests as of 2013. On average, an overnight traveler spent $332 in Kansas
averaging 2.5 days per trip. (KDWPT, 2013) Richard Smalley, the tourism-marketing manager for
the Kansas Department of Wildlife, Parks & Tourism Division, shared with our campaigns class
this graph-detailing traveler spending in Kansas. The Kansas Department of Wildlife, Parks &
Tourism Division research concluded that todays traveler is making shorter vacations and looking
for authentic travel experiences.

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G. WHOS VISITING KANSAS

Over 45 percent of visitors in Kansas are visiting relatives. According to a survey by the ETC
Institute conducted for the Department of Commerce Division of Travel and Tourism, over half of
the participants indicated that they would spend a day or less in Kansas. Participants also stated
that billboards were the most frequently cited source of tourism information, followed by
information received at truck stops or from friends and relatives. Thirty-eight percent of
participants stated that they were traveling for vacation or pleasure. Majority of the respondents
listed their ages 45-54. According to the Kansas Department of Wildlife, Parks & Tourism peak
visitation months for Kansas are June and July, declining until peaking again in October. Kansas
Department of Wildlife, Parks & Tourism found that most people traveling to Kansas are from the
Midwest.

H. POPULAR ACTIVITIES AND VACATION DESTINATIONS IN KANSAS

Kansas boasts many outdoor activities such as river and stream floating, wildlife watching, paddle
sports, swim beaches, hiking, biking, horseback, swim beaches, fishing, hunting, ATV and
off-roading trails. As well as a number of historical landmarks such as: forts and trails, museums,
landmarks, and science centers located all throughout Kansas.

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2. DOUGLAS COUNTY
AND BALDWIN CITY
A. OVERVIEW
Douglas County is an eastern Kansas county comprised of four cities full of history and
entertainment. The Baldwin City Chamber of Commerce describes Baldwin city as a town where
everyone knows everyone. Baldwin City is rich in history and also offers a variety of recreational
activities for locals and travelers. Baldwin is one of the oldest cities in Kansas and home to the
oldest university in the State, Baker University, built in 1858. The town is known for its historical
sites as well as antique shopping, the arts center, and outdoor entertainment such as fishing,
Midland Railway and a vibrant downtown. Douglas County and Baldwin City offer visitors a place
away from the city life to unwind and relax.
B. TOURISM IN BALDWIN CITY
CULTURAL ATTRACTIONS
Baldwin City and Douglas Countys unique history and cultural events draw in most tourists to
town. Popular attractions include the Maple Leaf Festival, Lumberyard Arts Center,
Baker University, Midland Railway, and Black Jack Battlefield and Nature Park. The
Lumberyard Arts Center is located in the original 1914 Ives-Hartley Lumber Company building
downtown the Lumberyard Arts Center is a home for the arts in the heart of Baldwin. The
center is a gathering area for the community and tourists that present cultural activities and
events that expand understanding and appreciation of the arts. (Lumberyard Arts Center,
2015).

Another attraction is the Midland Railway. The Railway operates excursion trains on a line
originally constructed in 1867, offering a unique experience of the significant historical railroad
artifacts and equipment of railroading both past and present. The Midland Railway offers train
rides over a 20-mile trip traveling through the charming Eastern Kansas farmlands and scenic
woods from Baldwin City via Norwood, Kansas to Ottawa Junction, Kansas, traveling via
vintage railway equipment like the original LL&G RR Co. (Midland Railway, 2015).

Inside of Baldwin is Baker University. Baker is a private liberal arts university that has more
than 2,000 students currently attending. 2,054 undergrads originally chartered in 1858,
Baker University is the first university in Kansas. Rich in history and tradition within an
intimate academic setting, Baker University has three buildings registered on the National
Register of Historic Places. Four schools compose Baker University, College of Arts and
Sciences, School of Nursing, School of Professional and Graduate Studies, and School of
Education each providing innovative learning experiences to students. (Baker University, 2015)

Black Jack Battlefield is the site of the Battle of Black Jack 1856, considered by many to be
the first battle of the American Civil War. The park tells the story of the famous battle as well
as the 19th-century farmstead. It gives the effects of Manifest Destiny on the land and people.
The park offers year round self-guided tours as well as guided tours free of charge (KDWPT,
2015).
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ENTERTAINMENT ATTRACTIONS
Baldwin City and Douglas County offer many opportunities for outdoor activities and recreational sites that attract visitors. Douglas State Fishing Lake contains a variety of fish and an
on-site camping ground. Fair populations of channel catfish and flathead catfish and common
carp are found within the lake. Other species include bluegill, white crappie and largemouth
bass. The lake offers boat ramps and fishing docks. Baldwin also has an adjacent to Spring
Creek Lake that the Kansas Department of Wildlife & Parks Community Fisheries Assistance
Program stocks with fish for anglers. The park also provides a picnic area for guests. Other
recreational parks include Grove St. Park, West Park and Firetree Park both equipped with
shelters and play equipment. The Baldwin Golf Association leases a nine-hole sand green
course from the city and is open to the public.
EVENTS
The Maple Leaf Festival is one of Baldwins oldest traditions bringing the community and
travelers together in the biggest fall family event in the area. Originally began in 1957 as a
community event in the third weekend of October, noted as the optimum time to view the
changing leaf colors and a perfect time to celebrate the successful harvest. Today the Maple
Leaf festival is the biggest community event in the area and provides an opportunity for local
non-profit organizations to raise funds. The festival consists of a parade, kids competition,
car show, quilt show, and craft booths (BCCC, 2015).
ACCOMMODATIONS
Accommodations in Baldwin City are limited. There are two beds and breakfasts, Three
Sisters Inn and Grove House, and one lodge, Baldwin City Lodge. The Baldwin City Lodge
is a family owned and operated lodge that offers 20 spacious rooms the public can rent. The
Lodge also hosts a banquet facility and a nine-hole miniature golf course open daily to guests
and the public. Room rates are reasonably priced and offer wood burning fireplaces, flat
screen televisions, two-person Jacuzzis and outside patios. The Three Sisters Inn is a
Victorian Anne style home decorated with period furnishing and a wrap around porch. The
Inn is located halfway between Kansas City and Topeka and just four blocks from Baker
University. Rooms are reasonably priced and guests can enjoy a full complimentary breakfast
specially prepared. The Grove House Bed & Breakfast is a Victorian home furnished with
period antiques. Conveniently located adjacent to Baker University and provides amenities
such as gift baskets, flowers and baked goods. Breakfast is freshly served every morning and
is prepared special for guests.

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3. ECONOMY
A. U.S. ECONOMY AT A GLANCE
According to the U.S. census Bureau, there were 321, 216, 397 people living in the United States
as of July 4, 2015. Within the U.S. population, the labor force is measured by all people 16 years
of age and older who are non-institutionalized and civilians making the labor force in the US,
159,851,241 people. The unemployment rate in September 2015 remained at 5.1 percent, leaving
15.4 percent of Americans living below the poverty rate. To be considered under the poverty rate a
family must make $28,960 or less. The median income in the US was $52,046 and the per
capita income as of 2013 was $28,155. The median value of a home in 2013 was $176,700. In the
US 86.0 percent of citizens obtained a high school diploma or higher and 28.8 percent continued on
to receive bachelors degree or higher (United States Census Bureau, 2015). CareerOneStop.com
listed 50 of the top employers in the United States, listed below are the top 10.

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B. KANSAS ECONOMY AT A GLANCE

The population of Kansas is growing. According to the most recent U.S. census, the population of
Kansas in 2014 was 2,904,021 up from 2,895,801 in 2013. In 2014, there were 1,432,359 Kansans
employed, 67,994 unemployed with an unemployment rate of 4.5 percent down from 5.3 percent in
2013, showing positive improvement (Kansas Economic Report, 2015). Kansas labor force
participation ranked eighth 8th highest in the nation in 2014. Kansas has an average weekly wage of
$764 with a median household income of $51,332 (Kansas Economic Report, 2015). The per capita
person income of individuals was $41,831 ranking 24th out of the 50 states. To buy a house in
Kansas, the medium value of a home is $128,400. In Kansas if you make $23,834 or less for a
family of 4, you are considered under the poverty line. According to talkpoverty.org, people falling
below the poverty level in Kansas was at 14 percent.

According to National Conference of State Legislatures, the current minimum wage in Kansas is
$7.25. Within Kansas economy, agriculture plays a key role. Kansas is known as the breadbasket
of the world and is the leader in wheat, grain, sorghum, and beef production (Kansas Historical
Society, 2015). According to the Kansas Department of Agriculture, Kansas agriculture is valued
at more than $62 billion and accounts for 43 percent of the states total economy. There are other
big contributors to the economy in Kansas. Of a list of 25, selected by the Kansas Department of
Commerce, the top 10 employers in Kansas are below.

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C. DOUGLAS COUNTY ECONOMY AT A GLANCE

Douglas County is made up of four separate cities, Eudora, Lawrence, Lecompton, and Baldwin
City (Kansas Historical Society, 2015). In 2014, the US Census Bureau estimated there were 116,
585 people living in Douglas County. Of those individuals 95.1 percent had a high school diploma or
higher compared to Kansas 89.8 percent and 49.6 percent of the Douglas County population
received a Bachelors degree or higher compared to 30.3 percent of other Kansas residents in
2009-2013.
The median household income for Douglas County is $49,508 and the medium value of a home
is $180,300. According to the Bureau of Labor statistics, the unemployment rate among Douglas
County residents is at 4 percent. People in Douglas County falling below the poverty line is at 19
percent, which is five percent higher than the states poverty percentage. The Economic
Development Corporation of Lawrence & Douglas County put together a list of 30 the largest
employers in Lawrence and Douglas County the top 10 are below.

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4. MEDIA TRENDS
A. CURRENT STATE
According to McKinseys 2014 Global Media Report, there has been a consistent growth of spending
from traditional to digital media. Digital advertising, broadband, and video games were the fastest
growing segments in 2013, with respective increases of 18.5, 12.8, and 9.9 percent. The only other
segment to grow by more than 5 percent was out-of-home advertising. Newspaper publishing and
consumer magazine publishing both declined in 2013, while educational publishing and consumer
books rose by 1.5 percent. Taking all of the four print-oriented segments together, they all fell by
1.4 percent. The last four segments grew by a modest amount. TV advertising, audio
entertainment, and cinema each grew by 3 percent, while in-home video entertainment grew by 4.6
percent.
B. OUTLOOK FROM 2015 TO 2018
By 2018, McKinsey predicts digital advertising, broadband, and video games to continue to lead the
market with compound annual increases of 15.1 percent, 9.6 percent, and 9.3 percent,
respectively. The only other categories to grow more than 5 percent on a compound annual basis
will be TV advertising, audio entertainment, and cinema. Print-oriented segments will remain the
weakest over the predicted years but McKinseys says that these segments have bottomed out in
2013. Consumer magazines are expected to be lower in 2018 than in 2013, while educational
publishing, consumer books, and newspaper publishing will grow at compound annual rates of 1.0
percent. By 2016, it is expected that newspapers and consumer magazines to return to growth.

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B. OUTLOOK FROM 2015 TO 2018 CONTINUED

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C. TRENDS FOR TOURISM ADVERTISING

THE MOVE TO GOING MOBILE
Tour operator sites are not mobile compatible. This can be a problem as majority of users
use a mobile device to access the web. In 2015, 25 percent of all smartphone owners will use
a smartphone to book a trip and 50 percent of all tablet owners will use their device to book.
Eight out of ten of these users will book again through these devices. It is said that 60
percent of users will not recommend companies with poor or no mobile sites. In regards to
the eTourism Summit 2014 The importance of mobile is the single most important thing you
can take away from this conference, according to Shaun Aukland. It is estimated that there
will be 2 billion smartphones in 2015.
VIDEO CONTENT
Video is growing massively because it helps customer retention. When creating a video, keep
in mind that audio is half of the presentation. Use music to convey the desired mood. 85
percent of users will book a tour after watch a good quality video. You are 50x more likely to
appear on Googles first page using YouTube Video on your site. YouTube is the
second-largest search engine in the world.
SOCIAL MEDIA
Social media is a must in the tourism industry. The key is to create social media platforms
that get on a personal level with travelers. 75 percent of travelers update their Facebook
page while on vacation. This is when personal engagement is key. 55 percent of travel brands
generate direct bookings to generate travel. By 2016, it is expected that social media will be
the primary way to generate travel bookings and revenue for half of the travel industry. If you
are limited by a small budget, the use of hashtags through Twitter, Instagram and Pinterest
is a great way to maximize promotion. If using Pinterest as a platform, keep in mind that 80
percent of users are females.
THE POWER OF STRONG REVIEWS
Internet users look into customer reviews, ratings, photos and videos when making a
traveling decision. Eighty-eighty percent of travelers consult reviews before making a booking
and half say that reviews are the greatest influence on their booking choices. Over 97 percent
of consumers think reviews are accurate.
SEO GROWTH AND BLOGGING
A great way to build brand awareness is through good travel related blogs. Thirty percent of
travelers will read travel related blogs before making a buying decision. Around 60 percent
of businesses agree regular blogs improve sales growth. And blogs are the third most valued
source of influence in buying decisions.

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TRENDS FOR TOURISM ADVERTISING CONTINUED

GOOD PHOTOGRAPHY IS GOOD TOURISM
Attracting tourism and good photography go hand in hand. A simple and inexpensive way
to get photos is to create a competition for you consumers. Use consumer provided content
and photos to convey their feelings, passion, and interest in what you are working with or
on. Have customers send in their photo to receive some type of incentive for doing so. This
simple but effective trick with help show tourists what your city is all about.
FAST WEBSITES GIVE YOUR FASTER RESULTS
According to Googles support website there are many ways in which Google provides results.
By having a high quality fast loading website this will ensure that your website is ranked
higher on the results list. Make sure your website has faster hosting or your revenue will
suffer. There is a predicted negative fifty-five percent conversation rate if a page takes more
than five seconds to load. Consumers who experience a slow loading website, 75 percent of
them will visit a competitor site.
EFFECTIVE EMAIL MARKETING
Email campaigns can be very effective if done correctly. Personalizing emails will help
consumers cut through the spam. Over 60 percent of respondents trust consumer-oriented
email messages. Ninety percent of email users prefer email marketing to keep them up to
date.
LOCAL KNOWLEDGE
Include local knowledge of top destinations on your website. Having a broad range of
knowledge included on your website will build trust, keep consumers on your site and
increase traffic to your website. Forty-eight percent of travelers use their smartphones to
search for local activities. The arts and culture of a destination is why 39 percent of travelers
visit and culinary travel is why another 25 percent visit.

26

6. DIRECT COMPETITORS
A. LAWRENCE, KANSAS
Population: 92,763
Median Age: 27
Median Household Income: $46,755 (2013)
(kansas-demographics.com, 2014)
OVERVIEW
Lawrence is located 45 minutes from downtown Kansas City, Mo. The sixth-largest city
in the state, the population of Lawrence is boosted by the University of Kansas which, is
located in the heart of the city. Lawrence has a rich history tied to Bleeding Kansas and
the origins of the Civil War. Massachusetts Street is the focus of any trip to Lawrence with
several blocks of shops and restaurants providing tourists and guests with ways to spend
their day or weekend.
TRAVEL
Lawrence is located near several major highways that provide for an easy means of travel to
and from the city. I-70, K-10, and US-59 highways either border or run through Lawrence.
Lawrence is home to the Lawrence Municipal Airport,which is only four miles from
downtown.
FINDING INFORMATION
When Lawrence is searched on Google, the citys website is the first one to appear. Within
the citys website there is a separate page that links to the Chamber of Commerces site.
The citys website lacks visual appeal. The design does not pop and utilizes an unattractive
color scheme. The Chamber of Commerces website is the exact opposite. The website is
professional and uses a visually appealing minimalist design. Navigating around the site is
easy and upcoming events and chamber members are clearly listed.

27

B. OTTAWA, KANSAS
Population: 12,043
Median Age: 34.3
Median Household Income: $41,905
(kansas-demographics.com, 2015)
OVERVIEW
Ottawa, Kan. is located 50 minutes from downtown Kansas City, Missouri and, 20
minutes from Baldwin City. It is the county seat of Franklin County, Kansas. Ottawa has
many historic attractions to offer to visitors including the Plaza Cinema, museums, and
historic Main Street which is on the National Register of Historic Places. Ottawa is home to
Ottawa University, a small liberal arts college with a student body of 600 on campus.
TRAVEL
Ottawa is bordered by US-59 and US-68 Highways, which provide an easy route to Kansas
City and Lawrence for visitors. Ottawa is also home to the Ottawa Municipal Airport which
is five and a half miles from downtown Ottawa. There are also ample options for lodging in
Ottawa with six hotels, a RV park, and a bed and breakfast available to visitors.
FINDING INFORMATION
When searching for Ottawa on Google the top three results are the Citys website, Visit
Ottawa Kansas, and the Chambers site. The fact that there is a separate site for tourism
is outstanding. The Visit Ottawa site looks professional and is visually appealing. The site
neatly organizes all that Ottawa has to offer including lodging, restaurants, and attractions.
The website makes it extremely easy for any visitors to plan a trip to Ottawa. However, the
citys site look outdated and bland. The graphics resemble clip art, and it seems as if the
page hasnt been updated in years. The Chambers website is simple and straightforward
and allows a visitor to the site to easily identify businesses who belong to the chamber.

28

B. FORT SCOTT, KANSAS

Population: 7,874
Median Age: 36.5
Median Household Income: $34,312
(kansas-demographics.com, 2014)
OVERVIEW
Ft. Scott, Kansas is a town of 7,874 people located 88 miles south of Kansas City, Mo., and
92 miles southwest of Baldwin City. Ft. Scott is a town rich in history. It is the location of
the Ft. Scott National Historic Site is operated by the National Park, Service. Like
Ottawa and Baldwin City, Ft. Scott has a historic main street with shops and restaurants
for tourists to visit on their trip. Additionally, Ft. Scott is home to Ft. Scott Community
College, which has 2,000 undergraduate students in attendance.
TRAVEL
Ft. Scott is intersected by two major highways: US-54 and US-69. These major highways
make it very easy for visitors from Kansas City and elsewhere to visit Ft. Scott.
Additionally, Ft. Scott has one municipal airport six miles from downtown. Ft. Scott also
has 10 hotels, motels, and inns available to visitors.
FINDING INFORMATION
Ft. Scott has two websites dedicated to the city. There are web pages for the city and the
chamber of commerce. The chambers page has a section completely devoted to tourism
and targeted at potential visitors to the town. Both of these sites need a face lift. They
appear outdated. However, the chambers tourism site is very well organized and attempts
to immediately direct possible visitors to attractions, restaurants, and lodging.

29

B. LECOMPTON, KANSAS
Population: 637
Median Age: 33.8
Median Household Income: $49,107
(kansas-demographics.com, 2014)
OVERVIEW
Lecompton is a small town located 29 miles from Baldwin City and 51 miles from Kansas
City, Missouri. Similar to other competitors of Baldwin City, Lecompton is a historic town
in Kansas. Lecompton is the territorial capital of Kansas and claims to be the birthplace
of the Civil War. Constitution Hall is a National Historic Landmark because it is the place
where the Lecompton Constitution was written and signed. Every June, Lecompton hosts
Territorial Days to celebrate the towns historic past.
TRAVEL
Lecompton is located between two major highways: US-24 and I-70. It is location makes it
less accessible than other towns competing against Baldwin City. Lecompton does not have
a local airport, but the closest one is the Lawrence Municipal Airport, 16.7 miles away.
Lecompton also has no lodging available to visitors. The closest accommodations are in
Topeka and Lawrence.
FINDING INFORMATION
Lecompton has two sites dedicated to the town. There is a city website and a tourism
website dedicated to what Lecompton has to offer to visitors. The citys website is very
bare and basic and does offer much information to those who wish to learn about the city.
However, the tourism site is much different. It is visually appealing and includes numerous
professional photos of historic sites and attractions in Lecompton. The site makes it easy
for potential visitors to see what Lecompton has to offer and to plan a trip to the historic
town.

30

PRIMARY
RESEARCH

31

1. ETHNOGRAPHIC RESEARCH
SF Communications took a team trip to Baldwin City at the beginning of September in an
effort to compile ethnographic research. We walked around the downtown area, Baker
University and took a drive around the outer parts of the city. We quietly observed the
environment in Baldwin City, including the people and businesses. Here is an overview of our
first impression.
Baldwin City, is exactly what you would
think of when you envision a small town in
the Midwest. Its quaint and
everyone knows one another. The citizens
are friendly and welcoming; they love to
inform tourists or visitors about what makes
their town unique. The restaurant scene
is very sparse; there are only a few local
restaurants within the actual town. Some of
the restaurants include a diner, coffee shop,
Mexican restaurant and some basic fast food
chains such as Sonic, Taco Bell and Subway.
The main street downtown is where most
of the local businesses are located. Baldwin
City is extremely quiet during the daytime
on a regular weekday. It is hard to find
many people walking around and, it seems
as if most of the local businesses are closed
down. Theres only one supermarket within
the entire town. There are a couple of local
pharmacies, liquor stores and animal
hospitals. As for lodging, the town only
contains one bed and breakfast along with
an RV lodging station. When asking local
residents where they usually like to shop for
groceries, etc., many of them stated that
they normally go into Lawrence so they can
access a Target or Wal-Mart.
Nightlife in Baldwin City is quite limited.
Many local residents are found at a bar
called The Mill. The bartender at The Mill
talked about how the bar brings in a vast
array of customers such as local residents or
college students from Baker University.

Baker University is a small, charming

campus. The campus is very lush and green and
it is kept up quite nicely. There are
courtyards, waterfalls and even a lily pond.
On campus you will find many athletes walking
around in their uniforms and Baker attire. The
students are very friendly and are willing to stop
and chat about their university. The buildings
are architecturally pleasing and boast a modest
grandiosity. Many students are involved in Greek
organizations on campus as well as athletics. An
abundance of students also receive scholarships
to attend the university because it is a private
institution. There are several churches both on
the campus and the town in general. Baker students explained that there is not much nightlife
in town besides events at fraternities, houses, or
attending The Mill if you are 21 years of age.
Baldwin residents exclaimed that they love their
hometown because it is safe, there is a strong
sense of community, and its affordable.
However, some residents suggested they wanted
to see an improvement in the restaurant scene.
They want to see new restaurants come in that
are a bit more upscale and authentic. The
majority of residents spoke highly of their town
and different events it hosts. Some of the
different events they spoke highly of are The
Maple Leaf Festival, farmers market, the d
ifferent art exhibits located downtown, and
attending sporting events. They also spoke about
how attending church on Sundays is an event in
and of itself. Many women in the community like
to volunteer at the local food pantry and other
community service events.

32

2. FOCUS GROUP RESEARCH

This focus group was conducted on Wednesday, Oct. 14, 2015, at the Lumberyard Arts Center
in Baldwin City, Kan. The focus group consisted of 11 participants, including Tony Brown, a
member of the City Council and a professor at Baker University, Steve Friend, Baldwin City
recreation commission director and the Chamber treasurer and tourism bureau chair,
Marilyn Pearse, mayor, Mike Bosch, RG Fiber, Christi Darnell, City Council, Philip Hannon,
Jim Sears, Baldwin State Bank, Greg Kruger, Becky Dick, president of the chamber and on
the Lumberyard Arts Center Board and owner of Custom Mobile Equipment, Kathy Gerstner,
executive director of the Baldwin Education Foundation and member of the City Council, and
Hank Booth, executive director of the Baldwin City Chamber of Commerce.
The focus group focused around questions concerning tourism and travel, economic
development and civic pride in Baldwin City.
BALDWIN CITY IS..
When asked to finish the sentence above, the participants
unanimously agreed upon the type of community
Baldwin City has created. There were strong reactions
to the community being safe, quiet, friendly, homey and
family oriented.

We are a quiet community, a nice place to raise

your family, grow old and live wonderful together.
Its a place you would call home.

BALDWIN PRIDE
There were many variables about Baldwin City that made
the citizens proud to call it home. All of the participants
stated that the strong school district is what attracts many
families with young children to Baldwin City. Participants
acknowledged that the people of Baldwin City have created
a friendly atmosphere where everyone is caring to each
other.

The school system brought us to Baldwin City. We

wanted our children to go to smaller schools and
Baldwin came out on top.
The people of Baldwin City. The people really
pursue their passions. You can walk and talk to
anyone which makes it such a great community.

NEGATIVES TOWARD BALDWIN

A few of the participants had negative reviews toward the
gap between those residents that are new to Baldwin City
compared to those residents who have lived in
Baldwin City for many years. A popular term used was
being baldwinized. Several participants said that the lack
of past growth was a concern but contradicted the
statement of the new Baldwin City being more focused
on growth. Majority of residents do not work in town,
which shows the lack of economic development in Baldwin
City.

Baldwin City can be rather cliquey. I have lived here

for 20 years and we just got baldwinized. It took a
while to get accepted.
Comparing the old to the new Baldwin. The old is
correlated with no growth. They are satisfied with
the way things were. The new Baldwin is growth with
people changing to an active person.

33

FOCUS GROUP RESEARCH CONTINUED

BALDWIN AS A COLLEGE AND HIGH SCHOOL TOWN
Participants focused on how Baker and Baldwin City give
the feel of a friendly and intimate environment. Every
single participant agreed that Baldwin City feels like a town
that is between a high school and college town. Baldwin
City gives the intimacy of being in high-school while
providing the college town atmosphere.

Baker gives a more friendly, intimate environment.

WHAT PEOPLE SHOULD KNOW ABOUT BALDWIN CITY

Over half of the total participants replied to this question.
The majority of participants focused their answers around
the heritage of Baldwin City with a few outliers concerning
the Baldwin Maple Leaf Festival and the new fiber optic
network available in Baldwin City. Participants want people
to know the history of Baker University, the Santa Fe Trail,
Black Jack Battlefield and Midland Railroad.

People are amazed when people see the Maple Leaf

Festival and cannot believe a town like Baldwin can
put on such an event.
The heritage is what I am proud of, such as the
Santa Fe Trail. The Black Jack Battlefield is where
The Civil War started. And Baker University is the
oldest university in the state of Kansas.
We embrace our history and march forward into
the future.

TOURNAMENTS AND LODGING

Baldwin City is located near Douglas State Fishing Lake. There are many fishing tournaments held there every year.
One participant explained that even though Baldwin City doesnt have the adequate living accommodations to support
a large tourist group that there is enough hotels/motels in cities nearby to accommodate visitors.

VIEWING BALDWIN CITY INTERNALLY

Participants agreed that Baldwin City has quite a few
amenities available to citizens but majority of people do
not take advantage of them. The participants go on to say
that the lack of involvement could be from the nonexistent
social media presence and the low subscription rate with
the city newspaper.

Majority of people like Baldwin City. They like the

amenities we have. A lot of people are always out
walking.
For a small town, there is a lot to do. But a lot of
people dont take advantage of everything.
We struggle to get the word out about events.
Newspaper has only about 800 subscriptions.
Facebook isnt too good. School district only gets to
families.

IMPROVING THE BCCCS REACH

Participants were humorous when asked how they should get the word out about events. One participant answered
with Baldwin State Bank and everyone proceeded to laugh. It is evident that the Baldwin State Bank is a common
meeting place for residents of Baldwin City. This discussion was followed with an idea of purchasing a huge billboard
sign for promotional reasons.

34

FOCUS GROUP RESEARCH CONTINUED

SOCIAL MEDIA
Every participant found this topic humorous as. The social
media platform in Baldwin City can benefit from
improvement. The group of participants recognized that
everyone in Baldwin City prefer talking over a cup of
coffee, church events and clubs.

We like drinking coffee with each other.

There are a few clubs in town (Knights of Columbus,
churches, etc.) which helps get the word out around
town.

STRUCTURING OUR MESSAGE

Participants noted that we need to be careful when
structuring our promotional message. Baldwin City is home
to a very humble community so the message needs to
revolve around a way of informing what Baldwin City has to
offer rather than telling.

I think it matters how the message is said. There is

a huge amount of diversity on the thoughts of future
Baldwin. We have to be careful on how we talk about
growth. Yes we want growth, but smart growth.
It is a very humble community. We are passionate
and generous, but we dont talk about ourselves
much. A way of informing the community of what
Baldwin has to offer, and I think that will be a way of
saying that Baldwin is a special place.

BALDWIN CITY AND BAKER UNIVERSITY

Participants noted that there is a lack of connection
between the city and Baker students. Baldwin City doesnt
seem to do many events that concern the students of Baker.
Participants made a point that majority of Baker students
were very busy with sports, double majors and
extracurricular activities. The lack of economic
development within retail and the night life causes many
students to leave on the weekends.

We dont really do a lot of things that students are

involved in.
We offer free food, but it is just hard to get them
(students) to attend.
Students have an issue of not enough shopping
around Baldwin City. We dont have the retail outlets
here.
A lot of the students dont stay here on the
weekends. They go home.

INVESTING IN THE FUTURE OF BALDWIN CITY

One participant made it known that Baldwin City is not
progressive or conservative, but rather somewhere in
between. Baldwin City has invested in future assets, but not
at a rate that would be considered high growth.
Participants stated that they would like to see an increase
in retail and expansion of the industrial park. The RG Fiber
group looks to create a business friendly community.

I know our group has plans of being in Baldwin City

but we want to know how business friendly the community will be. There is a great opportunity for us to
expand into a 21st century economy with white collar
jobs. I see call centers being generated, and a lot of
businesses overall. Technology is helping Baldwin and
smaller communities leapfrog into the 21st century.

NEW YORK IS THE BIG APPLE, BALDWIN CITY IS..

Majority of participants responded to the question that they are surprised by all Baldwin City has to offer. Participants
want people to know Baldwin City for the Maple Leaf Festival but to inform visitors of the unexpected attractions
awaiting them.

35

3. SURVEY RESEARCH
An e-mail survey of the membership of the Baldwin City Chamber of Commerce and the
recipients of the chambers newsletter was administered October 9-15, 2015. Of the 455
persons in the sampling frame, 105 people responded- a response rate of 23.1 percent.
Participants were informed that individual responses would be confidential. The survey was
conducted within the guidelines established by the Human Subject Committee- Lawrence at
the University of Kansas. Respondents answered questions on a scale of 1-5, with 1 being
strongly disagree and 5 being strongly agree.
Below the Key Info of each question, there is a chart that goes into further detail of the
respondents. The top number represents the percentage of respondents who either agreed
or strongly agreed with the statement. The bottom number (in parentheses) is the weighted
average of responses with 1 equaling strongly disagree and 5 equaling strongly agree.
Because there were only two respondents in the under 30 category, it was combined with
the 31-50 category to create the new under 50 category.
QUESTION 1 asked respondents if they believed that Baldwin City is a good place to live.
KEY INFORMATION
An overwhelming majority (92 percent) said that they agree or strongly agree to this
question. This indicates that residents believe that their town is a good place to live, and
lends hope to the idea that current Baldwin City residents may communicate this sentiment
to prospective residents.

QUESTION 2 asked respondents if Baldwin City is a good place for families.

KEY INFORMATION
The majority (93 percent) of respondents either agree or strongly agree that Baldwin city
is a good place for families. However there is a relatively large difference between residents
younger than 50 (97 percent) and residents older than 65 (86 percent). This indicates that
there is a disconnect between younger and older generations concerning Baldwin City being
good for families.

36

SURVEY RESEARCH CONTINUED

QUESTION 6 asked respondents if they were proud of Baldwin Citys traditions
KEY INFORMATION
Over three-quarters of respondents agree or strongly agree that they are proud of
Baldwin Citys traditions (78 percent). There is a large gap between respondents younger
than 50 (71 percent), respondents between the ages of 51 and 65 (69 percent), and
respondents older than 65 (86 percent). These results, once again, seem to show there is a
disconnect between generations.

QUESTION 7 asked respondents if there is a lot for residents of Baldwin City to do

KEY INFORMATION
A majority of respondents agree or strongly agree that they are proud of
Baldwin Citys traditions (78 percent). There is a large gap between respondents younger
than 50 (71 percent), respondents between the ages of 51 and 65 (69 percent), and
respondents older than 65 (86 percent). These results, once again, seem to show there is a
disconnect between generations.

QUESTION 8 asked respondents if there is a lot for visitors to do in Baldwin City

KEY INFORMATION
Only 48 percent of respondents either agree or strongly agree with this statement. The
results show there is a clear gap between respondents younger than age 50 (23 percent) and
those older than 65 (68 percent).

37

SURVEY RESEARCH CONTINUED

QUESTION 3 asked respondents if Baldwin City is a good place to work.
KEY INFORMATION
Only 57 percent of respondents agree or strongly agree with this statement. However, a
much greater percentage of males (72 percent) agree or strongly agree, while a smaller
percentage of females do (67 percent). This indicates that there may be more numerous and
quality job opportunities for men in Baldwin City.

QUESTION 4 asked respondents if Baldwin City is a town rich in traditions

KEY INFORMATION
Eighty-four percent of all respondents agree or strongly agree with this statement.
Percentages in the high 80s are reflected across all demographics and genders. This
indicates that a majority of Baldwin City believe that their home is rich in tradition.

QUESTION 5 asked if the traditions in Baldwin City are important

KEY INFORMATION
A majority (69 percent) of respondents agree or strongly agree with this statement.
There is a vast difference between the responses of those younger than 50 (61 percent) and
those older than 65 (86 percent). This reinforces the fact there is a disconnect between
younger and older generations.

38

SURVEY RESEARCH CONTINUED

QUESTION 9 asked respondents if Baldwin City should encourage visitors to the town
KEY INFORMATION
A majority (77 percent) of respondents said they agree or strongly agree with this
statement. A majority of all demographics stated that they believe visitors should be
encouraged to come to Baldwin City. The results show that this is one point that all
respondents feel is important.

QUESTION 10 asked respondents if they believe Baldwin City should make an effort in creating a
social life for Baker University students
KEY INFORMATION
Only 55 percent of respondents agree or strongly agree with this statement. These
results seem to show that residents believe that, for the most part, it is not the responsibility
of Baldwin City to help create a social life for Baker University students. However, it could be
beneficial for the city, the university, and students to strengthen their ties.

QUESTION 11 asked respondents if they believe Baldwin City needs to attract more residents.
KEY INFORMATION
Overall, only 60 percent of respondents agree or strongly agree with this statement.
These results show that current residents of Baldwin City are happy with the amount of
residents they have, and do not wish to expand their population.

39

SURVEY RESEARCH CONTINUED

QUESTION 12 asked respondents if they believe Baldwin City needs to attract more businesses
KEY INFORMATION
A vast majority (90 percent) of respondents stated that they agree or strongly agree
with this statement. These results show that while residents of Baldwin city are happy with
the population of the city, they wish to expand their economy and attract new businesses to
town.

QUESTION 13 asked respondents if they believe Baldwin City needs to attract more tourists
KEY INFORMATION
Seventy-three percent of respondents agree or strongly agree with this statement.
These results show that a majority of Baldwin City residents do believe they should increase
tourism. However, the numbers show that residents want to attract businesses more than
tourists. The research shows that tourism should be valued just as highly as new business in
Baldwin City.

OPEN ENDED QUESTIONS

The first open-ended question asked
respondents what do they like the most about
Baldwin City.
KEY INFORMATION
There were several responses that popped up
throughout the first open-ended question. Time
and again, respondents stated that they enjoy
the small-town feel that Baldwin City provides
to residents. Additionally, respondents stated
that they enjoy the feeling of safety in Baldwin
City. The last recurring statement respondents
stated was that they enjoyed the friendliness of
the people in Baldwin City.

The second open-ended question asked

residents what they liked least about
Baldwin City.
KEY INFORMATION
As with the first open-ended question, several
responses recurred throughout open-ended
question two. The first of these responses was
that taxes for residents of Baldwin City are very
high. The second is that there are not many
quality restaurants for residents. Many residents
have to leave town in order to visit a decent
eating establishment. Lastly, respondents stated
that there is simply not enough for residents to
do in Baldwin City.
40

4. INTERVIEW RESEARCH
The SF COMMUNICATIONS team hit the streets in Overland Park, Kan., Lawrence, Kan.
and Kansas City, Mo. to ask people about what they thought of Baldwin City. We asked
them to share any experience they had in Baldwin City along with what they knew
about the town. These are snapshots of how our conversations went.
MARY WELLS, 54, OVERLAND PARK, KAN
Wells liked the friendly small town feel that Baldwin City gave off when she would visit. She
enjoyed the original paved streets and all the trees that would canopy them. Wells enjoyed taking
her kids to the Maple Leaf Festival years ago because of the kid rides, good food and the craft
festival. Wells would like to visit for a weekend if Baldwin City had a nice bed and breakfast to
stay at.
KEN ALLEN, 21, KANSAS CITY, MO
Allen didnt know much about Baldwin City at all. Allen wouldnt be inclined to visit Baldwin City
because there isnt much offered there. Allen knew that Baldwin City was home to Baker
University but that was it. He had never heard about the Maple Leaf Festival, Black Jack
Battlefield, or the Kansas Belle Dinner Train.

SONJA MEYER, 33, LAWRENCE, KAN

Meyer only knew that Baker University is in Baldwin City. Meyer has been to Baldwin City before
to attend a regional music competition. She was disgraced by the lack of restaurants available
to visitors and proceeded to grab food at the gas station in town. Meyer is not likely to travel to
Baldwin City because there are enough activities in Lawrence and Kansas City.

41

SUMMARY OF KEY
FINDINGS

42

SUMMARY OF KEY FINDINGS

Throughout all of this research there are several recurring themes and key points to take
away. The secondary research focused on the U.S., Kansas, Douglas County, and Baldwin City at a
glance. This research analyzed economies, tourism, travel, among many others. The primary
research was conducted through a survey, a focus group, ethnography reports, and interviews.
These methods seek to show what Baldwin City is like to those that live, work, and visit there
first-hand. Through this research it is clear that there are several points that would be especially
beneficial to the Chamber of Commerce, and these finding can be used to create plans to market
Baldwin City to key publics.


THE FIRST KEY FINDING from the secondary research is that travelers to Kansas are
spending the most amount of money on restaurants and dining out, lodging, and recreation. In
order to bring this revenue to Baldwin City, the chamber and residents should attract new
restaurants and sources of accommodation while also improving upon what already exists.

THE SECOND KEY FINDING shows that billboards are the biggest source of tourism info for
travelers to Kansas. In order to attract more tourists and tourism revenue, Baldwin City should
invest in Billboards to advertise and promote their city to tourists traveling Kansas.

THE THIRD KEY FINDING of the secondary research shows that October is a peak travel
period for Kansas. This is when Baldwin City hold its annual Maple Leaf Festival. Travelers to
Kansas are already spending 17 percent of their money on recreation and entertainment, so
Baldwin City should work to promote the festival and welcome tourists and visitors.


The primary research brought up several key points. One of the most important is that
there is a generational gap that exists between the young and old population of Baldwin City. This
can be seen in the survey and focus group data. It is most evident when questions were asked
about the growth and tradition of Baldwin City. The older generation greatly value the traditions
that Baldwin City has and is very proud of those traditions. The younger population does not hold
the traditions of Baldwin City in such a high regard. However, the younger generation showed in
the survey and focus group that they want Baldwin City to grow by attracting residents, businesses,
and tourists. The older generation would rather see Baldwin City maintain its small town feel and
is against much growth. This is important because these two generations will have to reconcile and
work together to market Baldwin City as a place where visitors and businesses feel welcome.

Another finding from the primary research highlighted the fact that there is not much culture in Baldwin City. There are not many family friendly restaurants or things to see and do.
Additionally, there is almost no night-life for residents. Currently, residents must leave town to visit
a family restaurant or have a nice night out. If Baldwin City was to attract new restaurants and
other sources of culture and nightlife to town, it would increase spending and generate new
streams of revenue for the City.

Lastly, the primary research showed that Baldwin City struggles to find a way to get the
word out about itself. Participants in the focus group pointed out that residents of Baldwin City are
humble and would be cautious about sending the right message to market their town. Participants
also brought up the idea of a billboard which would be greatly beneficial based upon the information in secondary research. However, participants continually brought up how Baldwin City is safe,
quiet, friendly, and homey. These are all excellent aspects of the town that can be used to market
Baldwin City to travelers. Residents of Baldwin City should not be shy about talking about the
qualities of their hometown.
43

TARGET
PUBLICS

44

GOAL 1: TO INCREASE TOURISM

AND TRAVEL
PRIMARY TARGETS:
Leisure tourists
Men and women ages 25-50
Men and women ages 50-70
Chamber members

SECONDARY TARGETS
Christian artifact enthusiasts

INTERVENING TARGETS
Baldwin City Residents
Newspapers in Kansas
Radio stations in Kansas

RATIONALE AND KEY MESSAGE

1. LEISURE TOURISTS (primary)
Rationale: Leisure enthusiasts want to leave from metro areas to rural areas that provide
various outdoor and other leisure facilities.
Key Message: Travel to Baldwin City in your leisure time to enjoy playing golf, hunting,
fishing, and camping.
2. MEN AND WOMEN AGES 25-50 (primary)
Rationale: Young families from larger populated area are interested in spending their family
time in less populated areas with various family-friendly places.
Key Message: Visit Baldwin City with your family to experience various historic sites, leisure
facilities, Midland railroad, and the annual Maple Leaf festival.
3. MEN AND WOMEN AGES 50-70 (primary)
Rationale: Baby boomers tend to seek for unique rural places. Moreover, they are usually
interested in visiting places with historic sites.
Key Message: Travel to Baldwin Citys historic Black Jack Battlefield, parts of Santa Fe Trail,
Baker University (oldest in Kansas), and the Quayle Bible Collection.
4. CHAMBER MEMBERS (primary)
Rationale: Chamber members want to access Chambers website and social media pages to
develop tourism strategies to attract new visitors.
Key Message: Keep up with the Chambers online platforms to update your tourism
strategies.
4. CHRISTIAN ARTIFACT ENTHUSIASTS (secondary)
Rationale: Christian artifact enthusiasts are looking for places that contain unique, but
historic Christian artifacts around the country.
Key Message: As a home of the Quayle Bible Collection, visitors can see a rare collection of
900 bibles and other materials ranging in ages from 2,000 BC to present.
4. BALDWIN CITY RESIDENTS (intervening)
Rationale: Residents of Baldwin City can help increase tourism by spread information about
what Baldwin City can offer to family and friends.
Key Message: Establishing friendly community for tourists can attract more tourists and help
build strong local economy as a result.

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5. NEWSPAPERS, RADIO STATIONS (intervening)

Rationale: The medias impression and information can influence primary targets.
Key Message: Spread and report on Chambers efforts and changes to increase tourism
because it is important to your audience to be informed.

GOAL 2: IMPROVE CIVIC PRIDE

PRIMARY TARGETS:
Baldwin City residents
Baldwin City volunteers
Douglas County School District
Baker University students

INTERVENING TARGETS:
Chamber members
Baldwin City business owners
Baldwin City Signal

RATIONALE AND KEY MESSAGE

1. BALDWIN CITY RESIDENTS (primary)
Rationale: Baldwin residents who are proud of their town are more likely to promote
Baldwin City to outsiders.
Key Message: Participate in community activities in downtown area and other historic sites
will increase overall community contributions to develop more well-reserved community to
live in.
2. BALDWIN CITY VOLUNTEERS (primary)
Rationale: Local volunteers are required to complete community service hours for the
organizations they represent.
Key Message: While making Baldwin City community a more valuable place to live, you will
earn community service hours.
3. DOUGLAS COUNTY SCHOOL DISTRICT (primary/intervening)
Rationale: Offer school field trips to Baldwin City and surrounding historic sites to educate
students about the history and the community of Baldwin City.
Key Message: Create opportunities for young students of Douglas County School District
to learn and experience the historic of Baldwin City while increase the sense of pride about
Baldwin City.
4. BAKER UNIVERSITY STUDENTS (primary)
Rationale: Baker students want to increase their relationships with Baldwin residents and
experiences for their resumes
Key Message: Engage in community events as volunteers to establish closer relationships
with Baldwin residents while improving your experiences for resume.
5. CHAMBER MEMBERS (intervening)
Rationale: The support of Chamber members to create better community is likely to
welcome by residents.
Key Message: Encourage residents to involve in community activity more willingly in order
to create better community.

46

6. BALDWIN CITY BUSINESS OWNERS (intervening)

Rationale: The business owners can influence the community by involving or creating
community events.
Key Message: Take part in supporting the improvement of Baldwin City community will
promote both the reputations of Baldwin City as better place to live and have business.
7. BALDWIN CITY SIGNAL (intervening)
Rationale: The media in Baldwin City keeps residents updated on various local news and
events in the community and also are useful to attract tourists.
Key Message: Report the information about Chamber and other community members effort
to increase civic pride in Baldwin City because it is important to your audience.

GOAL 3: EXPAND ECONOMIC DEVELOPMENT

PRIMARY TARGETS:
Kansas City business owners
Grocery/shopping businesses
Lodging businesses

INTERVENING TARGETS:
Baldwin City Chamber of Commerce
Baldwin City media

1. KANSAS CITY BUSINESS OWNERS (primary)

Rationale: Baldwin City is the home of RG Fiber that provides one of fastest Internet
services in the world for businesses.
Key Message: With the one of the most advanced Internet services in the world,
business using online services will face with lesser problems while you are conducting
business through online.
2. GROCERY/SHOPPING BUSINESSES (primary)
Rationale: With very limited places to shop their groceries, Baldwin residents tend to travel
nearby bigger cities to purchase their needs and wants.
Key Message: It is likely to attract Baldwin residents to stay in Baldwin City to purchase
their needs and wants through one of your businesses and it will also increase local economy.
3. LODGING FACILITY BUSINESSES (primary)
Rationale: Baldwin City has only one lodging facility in town to accommodate visitors.
Key Message: Establish your lodging businesses in Baldwin City will attract more visitors to
the town and increase towns income as well.
4. BALDWIN CITY CHAMBER OF COMMERCE (intervening)
Rationale: By sharing information about the benefits of having outside business investments
into Baldwin City with residents will gain support of residents and attract more businesses to
invest in Baldwin City.
Key Message: Investing in Baldwin City will increase not only income for your businesses,
but also increase local economy.
5.BALDWIN CITY MEDIA (intervening)
Rationale: Update residents and business owners about the Chambers effort to bring
investments in order to convince them about the possible benefits to come into Baldwin City.
Key Message: Report Chambers effort of outside investments into Baldwin City to Baldwin
residents and business owners that it will be beneficial for both the community and local
economy.
47

SWOT
ANALYSIS

48

DESCRIPTION OF A SWOT ANALYSIS

A SWOT ANALYSIS identifies the internal and external environment in which an organization
operates. Internal factors are within the organizations control, while external factors are out of its
control. The SWOT analysis below helps identify strengths, weaknesses, opportunities and threats
(SWOT) that Baldwin City faces. Strengths are the citys internal factors that present advantages.
Weaknesses are the citys internal factors that express disadvantages. Opportunities are external
factors that show circumstances that offer future possibilities for growth. Threats are external
factors that show circumstances that could prevent the city from achieving its goals.
SWOT GRID:
STRENGTHS (internal/positive)
-Well maintained and friendly community
-Maple Leaf Festival
-Outdoor Activities (Douglas State Fishing Lake,
Golfing, Hunting, and Camping)
-Proximity to other cities
-Black Jack battlefield, Midland Railroad, Santa Fe Trail
-Baker University
-Friendly people and progressive attitudes describe
Baldwin City citizens outlook on the city.
-Community ambassadorship. Residents are excited to
live in their small towns and some willingly promote
their community to others.
-Kansas low cost of living. Low cost of living in rural
Kansas gives a high quality of life to residents even if
they do not have high salaries.
-Natural beauty. The wide-open spaces of rural Baldwin
City offer beautiful landscapes.
-Lumberyard Arts Center and Performing Art Center
-Morning farmers market on Saturday 7:30 AM to 12:00
PM
- Antique shops
OPPORTUNITIES (external/positive)
-History/Cultural opportunity
-New and younger individuals on the board
-Create town pride
-More effective use of outdoor/recreational areas in and
around Baldwin City
-New people and businesses. There is the opportunity to
market to and bring in new people and businesses to rural areas so these communities can thrive economically.
-Awareness. Effective promotion will help bring more
attention to Baldwin City as a potential residence, a
place that outsiders usually overlook.
-Starting families. Some Americans might look to rural
communities as a positive place to live once they choose
to start their families.
-Baldwin City Living Magazine
-Baldwin City Signal
-Growing US Economy

WEAKNESSES (internal/negative)
--Lack of nightlife
-Restaurants close too early for Baker students
-Limited accommodations for tourists
-Community members are very set in their ways
-Lack of town pride
-Proximity to bigger and livlier towns (Lawrence,
Kansas City)
-Bedroom Community
-Downtown is off the main drag
-Popularity of larger cities.
-Lack of access.
-Lack of social media and other digital
promotions of the community.
-Lack of bond between Baker students and local
residents.

THREATS (external/negative)
-Population drop (millennials are leaving town)
-Aging community
-KU: University of Kansas draws students and income
from Baker University
-Economy
-Lawrence Kansas retail and restaurant scene
-Lawrence Culture
-Negative small-town stereotypes.
-Lack of awareness amongst residents
-Lack of entertainment options

49

NARRATIVE
STRENGHTS (internal/positive)
WELL-MAINTAINED AND FRIENDLY COMMUNITY: Safe and friendly local community will
ensure visitors to enjoy their visit to Baldwin City.
MAPLE LEAF FESTIVAL: The major fall annual event in Baldwin City attracts more than
50,000 visitors each year.
OUTDOOR ACTIVITIES (DOUGLAS STATE FISHING LAKE, GOLFING, HUNTING, AND
CAMPING): Various outdoor environments that Baldwin City provide will interest outdoor
enthusiasts to visit and stay.
PROXIMITY TO OTHER CITIES: The close location of Baldwin City among other bigger cities
including Lawrence, Kansas City, and Topeka will attract visitors with preference of
convenient short trip.
BLACK JACK BATTLEFIELD, MIDLAND RAILROAD, SANTA FE TRAIL: One of significant
Civil War battlefield and other historical monuments in Baldwin City will interest history
enthusiasts and scholars. Along with the battlefield, the Midland Railroad and Santa Fe Trail
have deep roots in American history. The Midland Railroad also offers a beautiful scenery
train ride in Baldwin City will help visitors to relax and enjoy the beauty of rural areas of
Baldwin City.
BAKER UNIVERSITY: The student population over 2,000 of Baker University will make
Baldwin City not only the well-maintained community, but also highly educational
environment.
POSITIVE STEREOTYPES: Our focus group research showed that moral standards, friendly
people and progressive attitudes describe Baldwin City citizens outlook on the city.
COMMUNITY AMBASSADORSHIP: Residents are excited to live in their small towns and
some willingly promote their community to others. However, this consensus is split among
community members, especially those of differing generations.
KANSAS LOW COST OF LIVING: Low cost of living in rural Kansas gives a high quality of life
to residents even if they do not have high salaries.
NATURAL BEAUTY: The wide-open spaces of rural Baldwin City offer beautiful landscapes.
LUMBERYARD ARTS CENTER AND PERFORMING ART CENTER: The art history and value
of Baldwin City will attract diverse art enthusiasts.
MORNING FARMERS MARKET ON SATURDAY 7:30 AM TO 12:00 PM: Farmers market in
Baldwin City not only support local farmers, but also visitors who want to purchase healthy
organic food.
ANTIQUE SHOPS: Various categories of antique shops offer in Baldwin City will attract many
antique buyers and sellers into the town.

50

WEAKNESSES (internal/negative)
LACK OF NIGHTLIFE: The lack of nightlife in Baldwin City hurts the local economy. The
2,000 undergraduate students are forced to look elsewhere to spend money to have fun. An
improved nightlife would keep Baker students and other millennials in Baldwin City.
RESTAURANTS CLOSE TOO EARLY FOR BAKER STUDENTS: This ties directly into the lack
of nightlife. If restaurants remained open later for college students and other young people,
it would directly benefit the Baldwin City economy.
LIMITED ACCOMMODATIONS FOR TOURISTS: At this moment in time there are not
adequate accommodations for tourists and other visitors. There is only the Three Sisters Inn
and The Lodge. While both of these establishments serve a purpose, in order to draw more
visitors and keep them coming back, Baldwin City needs a wider variety of lodging options.
SET IN WAYS: Our research suggests that a significant portion of the population, mainly
elderly residents of Baldwin City, is opposed to the idea of growth in their city. This directly
prevents the expansion of Baldwin City. This mindset will have to be changed if Baldwin City
is to become a tourist destination and expand economically.
RELUCTANCE TO EXPRESS TOWN PRIDE: While residents are proud to be from Baldwin
City, many of them do not display their pride publicly. Many residents view their small town
as a bedroom community or a pit-stop off the highway. Residents mindsets must be changed
so that they view and promote Baldwin City as a historic city that is a tourist destination.
PROXIMITY TO BIGGER TOWNS: The prospect of growth and expansion in Baldwin City is
weakened by the citys close proximity to larger cities such as Lawrence, Kansas City, and
Topeka. This proximity leeches tourism and leisure dollars from the Baldwin City economy.
BEDROOM COMMUNITY: Baldwin City is viewed as a bedroom for Kansas City and other
larger cities by many of its residents and residents of the surrounding areas. This mindset
weakens the ability of Baldwin City to establish a brand as a city with its own unique
identity.
DOWNTOWN IS OUT OF THE WAY: As you first drive into Baldwin City, the main downtown
strip is located a mile south of the main road into Baldwin. This prevents the downtown
strip from allowing passing tourists to explore the true history of Baldwin City.
POPULARITY OF LARGER CITIES: Recent graduates and people in the workforce want to
move to larger cities because they feel that there are more career opportunities than in rural
counties.
LACK OF ACCESS: These areas lack access to venture capital, large markets and
transportation infrastructure, which hampers businesses abilities to collaborate with outside
markets on technology and managerial skills. Because of this, businesses may be hesitant to
open in a rural town.
OUTDATED SIGNAGE AND PROMOTIONAL ITEMS: Driving through and around Baldwin
City, it is evident the signs are old and washed out. Visitors are surrounded with a visual
stereotype of an outdated town.
LACK OF BOND BETWEEN BAKER STUDENTS AND LOCAL RESIDENTS: Many of the Baker
students we spoke to around campus had no idea of the upcoming Maple Leaf Festival. The
Maple Leaf Festival is a huge celebration for Baldwin City and hearing that Baker students
dont know about such as event shows the lack of communication and connection between
the students and the town.

51

OPPORTUNITIES (external/positive)
HISTORY/CULTURAL OPPORTUNITIES: Baldwin City is rich with history with the Santa Fe
Trail running through the town and the Midland Railroad Historical Association. Baldwin
should pair up with the Kansas Historical Society headquartered in Topeka. This
organization would create awareness for the town of Baldwin and be a great promotional
tool for tourists who are interested in doing historical tourism. It might also be beneficial to
pair up with different school districts located throughout the state of Kansas and Missouri.
These school districts pride themselves on education, especially the history between the
state of Kansas and Missouri. These school districts might be interested in visiting Baldwin
City for a school field trip.
NEW AND YOUNGER INDIVIDUALS ON THE CHAMBER OF COMMERCE BOARD: Inviting
younger residents of Baldwin City to serve on the board would be beneficial to the
community because they would bring in fresh ideas to help re-brand the town, not to
mention these individuals tend to be technologically savvy and would be able to assist in the
efforts of implementing a new social media strategy and marketing campaign.
CREATE TOWN PRIDE: A strong sense of town pride would make Baldwin residents proud
of their hometown thus leading them to talk positively about Baldwin to surrounding towns.
Residents having a strong admiration for their hometown will encourage different publics
want to visit Baldwin to see what its really all about.
NEW PEOPLE AND BUSINESSES: There is the opportunity to market to and bring in new
people and businesses to rural areas so these communities can thrive economically. Opening
up new restaurants, clothing shops or stores would help the economy for Baldwin City and
would bring in new tourists from surrounding areas. Seemingly, these new businesses would
make Baldwin residents happier. During our ethnographic research, residents of Baldwin
expressed how they would like to see more restaurants in the town.
AWARENESS: Effective promotion will help bring more attention to Baldwin City as a
potential residence, a place that outsiders usually overlook. Surrounding communities
arent aware of everything Baldwin City has to offer such as The Maple Leaf Festival,
Farmers Markets, Art Exhibits at Lumberyard Center and many more. Creating effective
promotional items such as brochures, billboards, advertisements, commercials and social
media would be beneficial because it would make surrounding publics more aware of the
events taking place in Baldwin. Therefore, this would bring in more tourism to the city and
create better business for the town. Making these publics more aware of Baldwin will also
lead to future tourism because these particular publics will inform their peers of why they
should visit Baldwin.
YOUNG FAMILIES: Baldwin residents stated how Baldwin is a wonderful place to raise a
family because its affordable and safe. It has a great hometown feel and everyone in the
town looks out for one another. Young families or newly married couples in the state of
Kansas might look at relocating to Baldwin City because its very affordable for a family
starting out. Its easier for a family to buy a spacious home in Baldwin City because the cost
of living is much lower than the suburbs of Kansas City. Pairing up with real estate
companies in Kansas City might be beneficial because they could introduce the town of
Baldwin City to their customers.

52

OPPORTUNITIES (external/positive)
BALDWIN CITY LIVING MAGAZINE: The Baldwin City Living magazine is very hard to access
online, however this could be a great marketing tool for the town. The Baldwin City Living
should become more accessible via social media sites and should be promoting Baldwin City
regularly through news releases and cover stories. Re-branding the Baldwin City Living
magazine would be beneficial because it would make residents more aware of events taking
place in the town and would bring in more revenue and people. Targeting surrounding towns
and sending out the magazine to them would be beneficial too because it would make
tourists aware of the events taking place within Baldwin.
BALDWIN CITY SIGNAL: Currently the Baldwin City Signal has a strong presence on the
Internet posting different news stories and events taking place in Baldwin City. However, the
Baldwin City Signal lacks a strong social media presence. Creating social media accounts to
target different publics would be beneficial.
THREATS (external/negative)
POPULATION DROP: The millennial generation, individuals ranging from 18- 33, are leaving
Baldwin to pursue careers and living outside of the city. It would affect Baldwins economy
positively if the City found better opportunities to increase the millennial generation to
pursue careers and living establishments in town.
AGING COMMUNITY: The Baldwin community has a population of middle-aged rural families
(Nielsen). Baldwin will need to present itself as a city with opportunity and pride, for future
generations to establish themselves within Baldwin, adding youth to the city.
KU: University of Kansas draws students and income from Baker University. Baldwins close
proximity to Lawrence draws incoming freshman to the university, dwindling the enrollment
to local Baker University. Baldwin and Baker will need to work together to present its self as
a university that will provide everything a state school can provide while being located in a
smaller town.
ECONOMY: Local Baldwin economy is suffering because those who live in town seek shopping
and daytime activities outside the city. Shops arent getting enough business compared to
cities nearby.
LAWRENCE RESTAURANT AND RETAIL: With Baldwins close proximity to Lawrence, many
residents have the option to visit the town to shop and eat. According to our survey
respondents believe that Baldwin lacks a variety of retail shops and restaurants. This
threatens local shops, restaurants, and local economy.
NEGATIVE STEREOTYPES: The negative stereotypes of rural communities could continue to
create and inaccurate view of rural life/rural cities. The threat of these negative stereotypes
not only affects Baldwin tourism but it affects the morale of those living in the city itself.
Its imperative that Baldwin creates a unified brand image positively embracing the city and
changing the mindset of those who think Baldwin is just a stopover stark town that has no
interesting attributes compared to bigger and better cities.
LACK OF AWARENESS AMONG RESIDENTS: Baldwin is full of rich historical sites that are
in close proximity to residents. Residents carry the responsibility to recognize and uphold
valuable Baldwin traditions. A lack of residential awareness results in a weakened traditions
and heritage.
LACK OF ENTERTAINMENT OPTIONS: According to the survey, respondents wrote that
Baldwin doesnt have enough entertainment options and things for residents to do. Others
wrote that there wasnt much for children to do either. With a lack of entertainment
options, Baldwin residents and visitors will seek entertainment elsewhere threatening local
economy and business.
53

SUMMARY OF FINDINGS
BALDWIN CITY is the quintessential rural hometown one sees in movies. It is small, quaint, safe
and unfortunately, to some people, boring. While the city has many valuable strengths, it also has
a fair amount of formidable weaknesses. The SWOT chart above, has given us better insight on
ways to play to Baldwins strengths, work with its weaknesses, take advantage of the opportunities
and be mindful of the threats.
THERE ARE A LARGE AMOUNT of untapped areas in Baldwin City. For example, outdoor enthusiasts would have a field day at the Douglas State Fishing Lake, if they knew more about it, and if
the lake was better suited to accommodate visitors. The same can be said for the nearby golfing,
hunting and camping grounds. There are many historic sites in close proximity to Baldwin that act
as a great strength, especially when promoting tourism. The Black Jack Battle Field and the
Kansas Belle Dinner train are both within Baldwin City limits and have deep roots in Kansas
history. Historical tourists will be more inclined to visit each of these sites and better yet, stay in
Baldwin City.
IN TERMS OF PROMOTING CIVIC PRIDE, the Chamber faces a challenge. The city is split between
two distinctly different generations, Baby Boomers and Millennials. Baker University offers an
untapped market of millennials who avidly promote Baldwins small, hometown atmosphere, but
agree the city could benefit from improved nightlife options. Restaurants and shops close very
early in Baldwin, which means they are missing the students who want late night food, a prime
opportunity to stimulate business.
WHILE BALDWIN OFFERS SEVERAL HIDDEN GEMS of tourist attractions, Baldwin lacks severe
sufficient accommodation for visitors. The city only has two options for accommodations, the
Three Sisters Inn and The Lodge, however the total combined available rooms for tourists is only
25, a very small number.
EVEN THOUGH PEOPLE ARE HAPPY TO PROMOTE Baldwin City as a nice place to live, others are
hopeful they can move out of the city by the time they reach college. Many residents enjoy living
in Baldwin City, however they are also very set in their ways. Many oppose the idea of commercial
growth, and insist that current conditions need only to be improved, as opposed to adding
anything new to Baldwin City.
INSIDE OF BALDWIN CITY there are many opportunities that the town could take advantage of.
Using effective advertising and promotions Baldwin could attract tourists and residents alike.
Baldwin also has a relatively large student population. This specific population has the
opportunity to bring new and fresh ideas. Baldwin also already has a reputation for being a safe
and a high-quality place for families to reside. Civic pride is alive and well inside of Baldwin city in
sense.
THERE ARE SIGNIFICANT THREATS TO THE CITY. The aging population and lack of newcomers
results in a very real threat to the community. The surrounding metropolitan cities also are a
threat to the city. The surrounding cities provide shopping opportunities, nightlife, and attractions
bringing tourists and locals out of Baldwin and into the surrounding areas. There is also a lack of
awareness within the community about what Baldwin City has to offer.

54

PLANNING
SECTION

55

GOAL 1: INCREASE TOURISM AND TRAVEL

OBJECTIVE 1: IMPROVE BALDWIN CITY AESTHETICS
TACTIC 1: IMPROVE CONDITIONS AT DOUGLAS STATE FISHING LAKE
Brief Description: Cleaning up the Douglas State Fishing Lake would bring in more
tourism to the area and make local and outside publics want to spend time at this
quaint nature reserve in Baldwin City.

Targeted Audience(s) Baldwin residents and leisure tourists
Timetable: April 2016
Cost: Free
TACTIC 2: PLACE INFORMATIONAL MAPS DOWNTOWN
Brief Description: Create and improve informational/directional maps of Baldwin City
for the visitors to conveniently find places to visit, as well as show how close they are
to historic sites nearby.
Targeted Audience(s): Leisure tourists, Baldwin City residents
Timetable: January 2016
Cost: $655 for an outdoor standing sign with a visible space of 22 x 28 poster
TACTIC 3: IMPROVE AND MODERNIZE SIGNAGE TO DIRECT VISITORS TO PROMINENT
SITES SUCH AS THE CHAMBER OF COMMERCE, BAKER UNIVERSITY, SANTA FE TRAIL
ETC.
Brief Description: These signs will act as an easy navigation tool for visitors driving
into Baldwin City. They will clearly state which direction important city landmarks are
located at.
Targeted Audience(s): Leisure tourists, Baldwin City residents
Time: January 2016
Cost: $150 to $400 per square foot depending on complexity of sign(s)

56

OBJECTIVE 2: IMPROVE SOCIAL MEDIA PRESENCE AND COMMUNICATION

TACTIC 1: HIRE A SOCIAL MEDIA INTERN FROM BAKER UNIVERSITY
Brief Description: Interview and hire a student intern to be in charge of social media
accounts. This person should be responsible for improving all social media accounts,
developing marketing tactics and managing the Chamber of Commerce website.
Targeted Audience(s): Baker Students/Millennials
Timetable: January 2016
Cost: Up to Chambers discretion - we recommend an hourly pay of $8/H,
2 hours/day, 3 days/week. Annual total: $2,496
TACTIC 2: IMPROVE AND MODERNIZE FLICKR ACCOUNT
Brief Description: Improve the existing Flicker account with organized albums from
recent events. Follow other nearby Chamber of Commerce Flickr accounts such as
the Greater Kansas City Chamber of Commerce. Promote links to the Flickr albums
on social media and the BCCC website.
Targeted Audience(s): Leisure tourists and Baldwin residents
Timetable: April 2016
Cost: Free
TACTIC 3: DEVELOP THE #FUNFACTFRIDAY CAMPAIGN ON ALL SOCIAL MEDIA
ACCOUNTS
Brief Description: Publish a weekly post on all social media outlets highlighting
events and interesting historical facts about Baldwin City. Develop a hashtag to
raise awareness about historical facts and town events.
Targeted Audience(s): Leisure tourists, Baldwin residents and Baker students
Timetable: January 2016
Cost: Free

57

GOAL 1, OBJECTIVE 2 CONTINUED

TACTIC 4: CREATE A BEST OF BALDWIN POSTER TO PROMOTE ON SOCIAL MEDIA
Brief Description: Design a list of the best things to see and do in Baldwin City. This
list can be updated throughout the year. Promote this poster on the Chambers
Facebook and website. This will make people aware of all the hot-spots in Baldwin
and will encourage them to visit.
Targeted Audience(s): Leisure tourists and Baldwin residents
Time: January 2016
Cost: Free
TACTIC 5: CREATE A HISTORIC SITES TAB ON THE CHAMBERS FACEBOOK PAGE
Brief Description: Design a list of each historic site along with a photo and link to an
accompanying website.
Targeted Audience(s): Leisure tourists and Baldwin City residents
Time: February 2016
Cost: Free
TACTIC 6: RESTRUCTURE THE CHAMBERS FACEBOOK PAGE
Brief Description: Redesign the current Facebook page so the prominent tabs are
About, Photos and Videos, Historic Sites and Accommodations.
Targeted Audience(s): Leisure Tourists and Baldwin residents
Time: January 2016
Cost: Free
TACTIC 7: CREATE A FALL INTO FALL CAMPAIGN LEADING UP TO THE MAPLE LEAF
Brief Description: Prior to celebrating the Maple Leaf Festival, the Chamber will encourage residents to post pictures of moments closely related to Fall on social media,
for example, the changing colors, going to a pumpkin patch, watching Halloween movies etc. Then the chamber will display these photos at the Maple Leaf Festival. The
winner of the competition will receive a $50 gift card.
Targeted Audience(s): Baldwin City residents, young families, Baker students and
leisure tourists
Timetable: September 2016
Cost: $50
58

OBJECTIVE 3: CAPITALIZE ON HISTORIC SITES IN BALDWIN CITY

TACTIC 1: SEND AN INFORMATION PACKET TO ELEMENTARY SCHOOLS IN THE
COUNTY ENCOURAGING FIELD TRIPS TO BLACK JACK BATTLEFIELD, THE SANTA FE
TRAIL AND THE MIDLAND RAILWAY.
Brief Description: To increase tourism develop an interactive historical tour for
elementary students in the surrounding cities and metro area.
Targeted Audience(s): Local school districts and young Families
Timetable: September 2017
Cost: .49 cents per stamp X information packets sent
TACTIC 2: PARTNER WITH THE KANSAS HISTORICAL SOCIETY TO PROMOTE BLACK
JACK BATTLEFIELD AND THE MIDLAND RAILROAD ON ITS WEBSITE
Brief Description: Increase overall awareness of Baldwin Citys historic sites through
partnering with the Kansas Historical Society to promote the historical significance of
several Baldwin City Sites
Targeted Audience(s): Local and regional history enthusiasts
Timetable: January 2016
Cost: Free
TACTIC 3: PROVIDE A WALKING TOUR OF BAKER UNIVERSITYS HISTORICAL
BUILDINGS AND DOWNTOWN BALDWIN CITY.
Brief Description: Baker is the oldest University in Kansas, by offering tours and
historical background information this will bring awareness to the city and
university. The tour will also travel through downtown Baldwin City
Targeted Audience(s): Leisure tourists, young families and Baldwin City
residents.
Timetable: January 2016
Cost: Free

59

GOAL 1, OBJECTIVE 3 CONTINUED

TACTIC 4: HOST A HISTORICAL SITE CRAWL
Brief Description: Develop a historical tour showcasing all of the sites in
Baldwin City. This would be a good way to bring in tourism and boost economic
development. Afterwards, the tour would end at the Lumberyard Arts Center for
a cocktail hour. This could also be a good fundraising tool for the Lumberyard Arts
Center.
Targeted Audience(s): Baldwin Residents and leisure tourists
Timetable: March 2016
Cost: $200
OBJECTIVE 4: INCREASE LEISURE TRAVEL TO BALDWIN CITY IN MEN AND WOMEN AGES
40-75.
TACTIC 1: EXECUTE THE BALDWINS BIG NIGHT OUT EVENT
Brief Description: Baldwins Big Night Out will be an outdoor event held in the early
summer months. It will consist of a movie night in Grove Street Park. This will be a
good opportunity for families to bring their kids for a fun night out under the stars.
This event should take place during the first and last Saturday of each month
throughout the summer.
Targeted Audience(s): Young families, Baldwin residents and leisure tourists
Timetable: June 2016 (monthly event until August 2016; repeat annually)
Cost: $170 outdoor movie screen at Target
TACTIC 2: PLACE AN AD FOR HISTORIC SITES CRAWL IN THE LAWRENCE JOURNAL
WORLD AND THE TOPEKA CAPITAL JOURNAL
Brief Description: See goal 1, objective 3, tactic 5.
Cost: TBD (Cost dependant on the size and color options)
TACTIC 3: CREATE AN ARTS AND HISTORY TRAVELER PACKAGE AND PROMOTE ON
CHAMBER WEBSITE
Brief Description: This package will include two tickets on the Kansas Belle Dinner
Train and a two night stay at the Three Sisters Inn. Along with that, the package will
offer a choice between a free, private art class for two at the Lumberyard Arts Center
or a free, private dance class for two at Baldwin Academy of Dance.
Targeted Audience(s): Men and women ages 40-75
Timetable: May 2016
Cost: $452 for entire weekend per couple

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GOAL 1, OBJECTIVE 4 CONTINUED

TACTIC 4: CREATE A RADIO AD TO PROMOTE TOURISM TO BALDWIN CITY
Brief Description: Create a 30 second radio ad to be heard in Kansas City promoting
visitation to Baldwin City to play on KCKC-FM, channel 102.1.
Targeted Audience(s): Leisure tourists and men and women ages 40-75
Timetable: September 2016
Cost: $88.00
TACTIC 5: PLACE A BILLBOARD TO PLACE IN KANSAS CITY AREA THAT PROMOTES
BALDWIN CITY AS A DESIRABLE PLACE TO LIVE AND VISIT.
Brief Description: Use our theme Come Home to Baldwin City to advertise
Baldwin as a good place to visit highlighting all Baldwin has to offer, historical sites,
restaurants, shops, Baker University, etc. This billboard will be placed on K-10 toward
Lawrence. Contact Lamar Advertising (Lynette Galvin) at (816) 398-9850.
Targeted Audience(s): Small families, leisure tourists and men and women ages
40-75.
Timetable: January 2016
Cost: $950.00
TACTIC 6: CREATE NEWSPAPER ADS TO PLACE IN LAWRENCE JOURNAL WORLD, THE
EUDORA REPORTER AND TOPEKA CAPITAL JOURNAL ADVERTISING BALDWIN CITY
AS A DESIRABLE PLACE TO VISIT.
Brief Description: Create ads for events such as Baldwins Big Night Out and the
Maple Leaf Festival to increase awareness in Douglas and Shawnee Counties. Along
with event promotions, these ads will also use our theme Come Home to Baldwin
City to promote the city as a happy place to live, work and play.
Targeted Audience(s): Lawrence, Topeka and Eudora paper subscribers and residents
Timetable: February 2016
Cost: TBD (Cost is dependant on size and color options)

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GOAL 1, OBJECTIVE 4 CONTINUED

TACTIC 7: PLACE A 1/8 HORIZONTAL VISIT BALDWIN CITY PRINT AD IN THE 2016
OFFICIAL TRAVEL GUIDE TO KANSAS.
Brief Description: The Chamber should place a print ad in the bi-annual Official
Travel Guide to Kansas Magazine. This ad would follow our theme Come Home to
Baldwin City as well as highlight the historical sites and events that take place in
Baldwin throughout the year.
Targeted Audience(s): Leisure tourists and men and women ages 40-75
Timetable: Spring 2016 - Annually
Cost: $1,743
OBJECTIVE 5: IMPROVE EVENT ADVERTISING IN NEARBY CITIES
TACTIC 1: PLACE A PRINT AD FOR THE MAPLE LEAF FESTIVAL IN KANSAS!
MAGAZINE AS WELL AS A DIGITAL AD ON ITS WEBSITE.
Brief Description: Place a print ad in Kansas! Magazine.
Targeted Audience(s): Kansas! Magazine subscribers
Timetable: September 2016
Cost: $2,655 for a full page, full color advertisement
TACTIC 2: SEND MEDIA KITS ABOUT UPCOMING ART EXHIBITS TO LOCAL MEDIA
OUTLETS.
Brief Description: Send out press releases and advertisements that highlight
upcoming art exhibits taking place in Baldwin City.
Targeted Audience(s): Leisure tourists and men and women ages 40-75
Timetable: May 2016 - Annually
Cost: Free

62

GOAL 2: IMPROVE CIVIC PRIDE

OBJECTIVE 1: IMPROVE BALDWIN CITY AESTHETICS
TACTIC 1: CREATE THE BETTERING BALDWIN COMMUNITY SERVICE EVENT TO
IMPROVE AESTHETICS IN BALDWIN CITY
Brief Description: Bettering Baldwin will be an annual event that occurs in the spring
where a majority of volunteers will help elderly Baldwin residents spruce up their
properties. Other volunteering will be devoted to improving the aesthetics of the city.
These projects will include planting flowers, improving gardens, painting buildings,
sprucing up business fronts, cleaning up the Douglas State Fishing Lake, etc. It would
be beneficial to pair up with local merchants to provide prizes as an incentive for
those who have completed the most volunteer work.
Target Audience(s): Baldwin residents and Baker students
Timetable: April (spring clean-up) - annually
Cost: Free
TACTIC 2: PLACE INFORMATIONAL SIGNS IN THE DOWNTOWN AREA TO MAKE
SITES MORE ACCESSIBLE TO FIND.
Brief Description: See Goal 1, Objective 1, Tactic 3.
OBJECTIVE 2: INCREASE CIVIC INVOLVEMENT
TACTIC 1: DEVELOP THE BALDWIN CITY COMMUNITY OUTREACH TEAM TO
PROMOTE A UNIFIED COMMUNITY IN BALDWIN CITY
Brief Description: The Baldwin City Community Outreach Team will act as a separate
branch of the Baldwin City Chamber of Commerce. It will consist of resident
volunteers, and its main goal will be to promote civic ambassadorship and
engagement through the planning of small-scale fundraisers and low-budget events
(e.g Ice cream socials.)
Target Audience(s): Baldwin City residents
Timetable: February 2016
Cost: Free

63

GOAL 2, OBJECTIVE 2 CONTINUED

TACTIC 2: HOST AN EVENT THEMED BALDWINS BIG NIGHT OUT TO BRING
RESIDENTS OF THE COMMUNITY TOGETHER FOR A FUN EVENING.
Brief Description: See Goal 1, Objective 4, Tactic 1.
TACTIC 3: HOST A HERITAGE DAY ON A WEEKEND DAY FOR BALDWIN CITY
ELEMENTARY SCHOOL STUDENTS AND THEIR FAMILIES
Brief Description: The Baldwin City Heritage Day will be a day-long celebration of
Baldwin Citys unique historical and cultural traditions. The Chamber will sponsor
and host the event at the Baldwin City Elementary School Intermediate Center, but
will be open to all elementary students. The fair will include small-scale theatre
productions, craft stations and educational shows, all of which promote Baldwin Citys
colorful heritage. It would be beneficial for the Chamber to pair up with the Baldwin
City High School theatre and art department to receive volunteers. This would also be
a good way for the Chamber to get involved with the local school district.
Target Audience(s): Local schools and young families
Timetable: September 2016 (To continue annually)
Cost: Free
TACTIC 4: PRODUCE A BRANDED PR VIDEO HIGHLIGHTING BALDWIN CITYS RICH,
HISTORICAL AND CULTURAL TRADITIONS, USING OUR THEME COME HOME TO
BALDWIN CITY
Brief Description: Creating a modern, re-branded PR video for the BCCC
website would highlight the beauty of Baldwin City and would make residents
proud to share this video on their social media outlets. This will also attract in
potential tourists to the Baldwin City website.

Target Audience(s): Baldwin City residents and leisure tourists
Timetable: January 2016
Cost: $40.00 licensing fee

64

OBJECTIVE 3: STRENGTHEN GAP BETWEEN BALDWIN RESIDENTS AND BAKER

STUDENTS
TACTIC 1: PLAN COLLEGE NIGHTS FOR BAKER UNIVERSITY STUDENTS AT LOCAL
RESTAURANTS.
Brief Description: College Nights will occur on the first and last Friday of each month.
Participating restaurants will re-open their doors from 12:30 - 1:30am offering
students special discounts for late night food. The Chamber would stand behind this
and encourage local businesses and restaurants to get involved.
Target Audience(s): Millennials/Baker Students
Timetable: August 2016 (monthly event occurring on the first or last Saturday of
each month during the school year)
Cost: Free for Chamber but will cost money for local businesses involved
TACTIC 2: HOST A NETWORKING EVENT FOR BALDWIN CITY RESIDENTS AND
BAKER STUDENTS TO STRENGTHEN RELATIONS AMONG THE PROFESSIONALS IN
BALDWIN CITY AND UNIVERSITY STUDENTS.
Brief Description: Host a networking event at the Lumberyard Arts
Center with appetizers and refreshments for Baker students and Baldwin City
residents to meet and talk about prospective opportunities for them in Baldwin City.
This would be a good opportunity for BCCC to decrease the gap between Baldwin
City residents and Baker University students. Pairing up with local restaurants to
co-host the event would also be beneficial.
Target Audience(s): Baldwin City residents and Baker students
Timetable: January 2016
Cost: Cash bar for refreshments, food pricing per food truck or restaurants request
OBJECTIVE 4 : IMPROVE SOCIAL MEDIA RELATIONS AND PRESENCE
TACTIC 1: IMPLEMENT THE SOCIAL MEDIA HASHTAG #FUNFACTFRIDAY
Brief Description: See Goal 1, objective 2, tactic 3.

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GOAL 2, OBJECTIVE 4 CONTINUED

TACTIC 2: CREATE THE BALDWIN THROUGH THE LENS PHOTOGRAPHY
COMPETITION ON SOCIAL MEDIA
Brief Description: Host a photo competition that will encourage residents to take
snapshots of different Baldwin City landmarks and places. The winning photographs
will later be used on the Chambers website, replacing some of the current
photographs on there now. At the end of each season, put the submitted photos on a
brief display at the Lumberyard Arts Center for the community to see.
Target Audience(s): Baldwin residents, Baker University students and leisure tourists
Timetable: Throughout each season beginning in January 2016
Cost: Free
TACTIC 3: HIRE A SOCIAL MEDIA INTERN
Brief Description: See goal 1, objective 2, tactic 3.
TACTIC 4: RESTRUCTURE THE BCCC FACEBOOK PAGE
Brief Description: See goal 1, objective 2, tactic 6.
TACTIC 5: PROMOTE THE BEST OF BALDWIN POSTER ON SOCIAL MEDIA
Brief Description: See goal 1, objective 2, tactic 4.
TACTIC 6: CREATE A SPROUT SOCIAL ACCOUNT TO SCHEDULE WEEKLY POSTS
ENCOURAGING NEWSLETTER SUBSCRIPTIONS
Brief Description: Using Sprout Social, schedule Facebook and Twitter posts in
advance encouraging residents to subscribe to the email newsletter.
Target Audience(s): Baldwin Residents
Timetable: January 2016
Cost: Free
TACTIC 7: CREATE AN INCENTIVE THAT WILL ENCOURAGE NEW RESIDENTS TO
SIGN UP FOR THE EMAIL NEWSLETTER
Brief Description: The first 10 people who sign up for the email newsletter each
month will be entered in a pool for one to win a $40 gift card to the restaurant of
their choice in Baldwin City.
Targeted Audience(s): Baldwin residents
Timetable: April 2016 - to be repeated every month
Cost: $40 (Frequency is up to the Chambers discretion)
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GOAL 2, OBJECTIVE 4 CONTINUED

TACTIC 8: OFFER SPONSORED POSTS FOR LOCAL BUSINESSES TO PROMOTE
SPECIAL OFFERS, EVENTS AND DISCOUNTS ON BCCC SOCIAL MEDIA
Brief Description: Establish partnerships with local businesses and offer to publish
posts promoting any special deals or events occurring at each business.
Target Audience(s): Local businesses, Baldwin City residents and Baker University
students
Timetable: January 2016
Cost: Free

GOAL 3: EXPAND ECONOMIC DEVELOPMENT

OBJECTIVE 1: IMPROVE BALDWIN CITYS AESTHETICS
TACTIC 1: CREATE THE BEAUTIFUL BALDWIN COMMUNITY SERVICE EVENT TO
IMPROVE AESTHETICS IN BALDWIN CITY
Brief Description: See goal 1, objective 2, tactic 1.
TACTIC 2: PLACE INFORMATIONAL MAPS DOWNTOWN
Brief Description: See goal 1, objective 1, tactic 2.
TACTIC 3: CREATE NEW SIGNAGE TO DIRECT VISITORS TO PROMINENT SITES LIKE
THE CHAMBER OF COMMERCE, BAKER UNIVERSITY, SANTA FE TRAIL ETC
Brief Description: See goal 1, objective 1, tactic 3.
OBJECTIVE 2: STRENGTHEN RELATIONS WITHIN THE SMALL BUSINESS COMMUNITY
TACTIC 1: HOST A CITY-WIDE COFFEE AND TEA NETWORKING EVENT FOR SMALL
BUSINESS OWNERS AND BALDWIN RESIDENTS
Brief Description: This networking event will be an opportunity for small business
owners to connect with Baldwin residents, giving them better insight to what each
business owner plans to accomplish for Baldwin City. This networking event will also
allow business owners to open a dialogue with residents about investing in their
business ventures. The Chamber could pair up with a local coffee shop to provide
coffee and pastries.
Target Audience(s): Small business owners, Baldwin residents and Baker University
students
Time Table: September 2016 (held annually at the end of the summer and as school
begins again in order to involve Baker University Students)
Cost: TBD (Cost is dependent on who the BCCC chooses to supply refreshments)
67

GOAL 3, OBJECTIVE 2 CONTINUED

TACTIC 2: SIGN UP FOR EMAIL UPDATES FROM THE SBA (U.S SMALL BUSINESS
ADMINISTRATION) TO RECEIVE HELPFUL BUSINESS TIPS TO PRESENT AT WEEKLY
CHAMBER MEMBER MEETINGS
Brief Description: The SBA offers enriching education about how to effectively run
small businesses around the US. Joining the email list will provide the BCCC with
information on how to obtain loans, improving recruiting methods, managing and attracting small businesses to your surrounding area. This information will be beneficial
to have and supply to members of the BCCC and the newly formed Small Business
Association in Baldwin City.
Targeted Audience(s): Small business owners and current chamber members
Timetable: January 2016
Cost: Free
TACTIC 3: REACH OUT TO LOCAL RESTAURANTS TO OFFER FOOD CART/CATERING
SERVICES FOR LOCAL CHAMBER EVENTS SUCH AS BALDWINS BIG NIGHT OUT,
BETTERING BALDWIN, THE MAPLE LEAF FESTIVAL AND NETWORKING EVENTS
Brief Description: Increase participation of current small businesses at Chamber-held
events. Contracting small businesses to provide food, or any kind of other marketing
collateral at these events will increase awareness about Baldwin City small businesses
to Baldwin residents, investors, future employees and even visitors. Food vendors can
charge a set price for events they wish to participate in.
Target Audience(s): Baldwin City residents, investors and leisure tourists
Timetable: March 2016
Cost: TBD (Cost dependant on vendors terms)
OBJECTIVE 3: IMPROVE EXISTING ACCOMMODATIONS IN BALDWIN CITY
TACTIC 1: RESTRUCTURE THE CHAMBERS FACEBOOK PAGE
Brief Description: See goal 1, objective 2, tactic 6.
TACTIC 2: ADD PHOTOS AND VIDEOS OF THE ACCOMMODATION OPTIONS ON THE
CHAMBERS WEBSITE AND FACEBOOK PAGE
Brief Description: The addition of photos and videos available for prospective visitors
to see on the Chambers website and Facebook page will provide users with more
information about lodging in Baldwin City.
Targeted Audience(s): Leisure tourists
Timetable: January 2016
Cost: Free
68

GOAL 3, OBJECTIVE 3 CONTINUED

TACTIC 3: CONSTRUCT A SHORT SURVEY FOR GUESTS AT THE BALDWIN CITY
LODGE AND THE THREE SISTERS INN
Brief Description: Create a short survey for guests. The survey will ask for
demographic information, what brought them to Baldwin City and how they enjoyed
their stay. The survey will also allow for guest to leave any additional comments about
their stay in the hotel and in Baldwin City. A coupon to a local Baldwin City business
would be provided as an incentive to complete the survey. Hotels would provide the
Chamber with survey results at the end of each month.
Target Audience(s): Leisure tourists
Timetable: March 2016
Cost: Free
OBJECTIVE 4: ATTRACT POTENTIAL NEW BUSINESSES TO BALDWIN CITY
TACTIC 1: PAIR WITH FIBER-OPTIC RG FIBER TO PROMOTE THE TOWNS HIGH SPEED
INTERNET
Brief Description: RG Fiber brings gigabit-capacity fiber-optic service to Baldwin City
and is the first city in Kansas to have its very own fiber optic network. Baldwin has
access to the quickest cable service available today which is a great asset for
businesses in order to increase their bottom line. The Chamber should pair with RG
Fiber to promote this service with the goal to increase economic development.
Target Audience(s): Kansas Business Owners
Timetable: January 2016
Cost: Free
TACTIC 2: COMPOSE A PORTFOLIO TO SEND TO BUSINESS OWNERS IN NEARBY
CITIES CONTAINING A FACT SHEET AND OTHER INFORMATION ABOUT THE BALDWIN
CITY ECONOMY.
Brief Description: This portfolio will contain information regarding the demographics
of Baldwin City, including current economic status and standard of living. The fact
sheet will also include information about the population, cost of living, facts about the
local public school, Baker University along with accommodation, amenities and local
attractions. It will also outline why business owners should move their businesses to
Baldwin City, highlighting the up-and-coming nature of Baldwin City. This tactic is set
to target restaurant and shop owners.
Targeted Audience(s): Prospective businesses
Timetable: May 2016
Cost: $0.49 cents per stamp X amount of portfolios sent
69

GOAL 3, OBJECTIVE 4 CONTINUED

TACTIC 3: HIRE AN ECONOMIC DEVELOPMENT CONSULTANT TO STRENGTHEN
RECRUITING EFFORTS
Brief Description: The Chamber should contact or hire an economic developer to
strengthen recruitment efforts to bring in new business models to Baldwin City.
Target Audience(s): Business owners in the Kansas City metro area
Timetable: March 2016
Cost: TBD (Cost is dependent on how much the BCCC will pay for the new position)
TACTIC 4: POST MORE UP-TO-DATE PICTURES AND VIDEOS ABOUT BALDWIN CITY ON
THE CHAMBER WEBSITE
Brief Description: Updating the Baldwin City website with current, modern
pictures will make Baldwin City seem like a great place to visit, enticing businesses
owners to open more small businesses in Baldwin City.
Target Audience(s): Small business owners
Timetable: January 2016

Cost: Free
TACTIC 5: CREATE AND PUBLISH A BALDWIN CITY FILM CAMPAIGN, USING OUR
THEME COME HOME TO BALDWIN CITY TO ATTRACT POTENTIAL NEW BUSINESS
Brief Description: See goal 2, objective 2, tactic 4.

70

10
EXECUTIONS

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GOAL 1: INCREASE TOURISM AND TRAVEL

OBJECTIVE 1: IMPROVE BALDWIN CITY AESTHETICS
COMMUNICATIONS PACKAGE DESCRIPTION #01
Title: Improve Conditions at the Douglas State Fishing Lake
Brief Description: Volunteers will sign up to clean up the surrounding recreational
area at the Douglas State Fishing Lake. By improving conditions, the lake would draw
more tourists interested in camping, fishing or boating.
Status: n/a

Location: n/a

72

GOAL 1: INCREASE TOURISM AND TRAVEL

OBJECTIVE 1: IMPROVE BALDWIN CITY AESTHETICS
COMMUNICATIONS PACKAGE DESCRIPTION #02
Title: Informational Maps Downtown
Brief Description: The BCCC already has informational maps that are handy for
visitors. They are designed well and are informative for those looking to gain more
information about the town. By printing them and putting them outside on corners of
the downtown area, visitors will have easier access to the information.
Status: n/a

Location: n/a

73

GOAL 1: INCREASE TOURISM AND TRAVEL

OBJECTIVE 1: IMPROVE BALDWIN CITY AESTHETICS
COMMUNICATIONS PACKAGE DESCRIPTION #03
Title: Improve and Modernize Outdoor Signage
Brief Description: These signs will act as an easy navigational tool for visitors.
Although Baldwin City already has outdoor informational signs, we encourage
revamping the design and accessibility of the signs, making them more prominent to
incoming visitors.
Status: n/a

Location: n/a

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GOAL 1: INCREASE TOURISM AND TRAVEL

OBJECTIVE 2: IMPROVE SOCIAL MEDIA PRESENCE AND COMMUNICATION
COMMUNICATIONS PACKAGE DESCRIPTION #04
Title: Social Media Intern from Baker University
Brief Description: Offer a social media intern position to communication students at
Baker University. The social media intern should have savvy knowledge of all social
media platforms, as well as display exceptional communicational skills. Recruit
students who study mass communication or English at Baker University. The intern
will be responsible for running the following social media campaigns, as well as to
work closely with Hank in promoting city-wide events.
Status: n/a

Location: n/a

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GOAL 1: INCREASE TOURISM AND TRAVEL

OBJECTIVE 2: IMPROVE SOCIAL MEDIA PRESENCE AND COMMUNICATION
COMMUNICATIONS PACKAGE DESCRIPTION #05
Title: Modernize Flickr Account
Brief Description: The BCCC already has an operational Flicker, however
organizing the account with detailed albums from recent events will attract Flickr
users. The account should be frequently promoted on social media when a new album
has just been uploaded. The BCCC should aim to upload photos ranging from
small-scale events, to large-scale events, to the Baldwin Through A Lense photo
competition, to an album highlighting exceptional Baldwin City residents. Every album
should have a link to the BCCC social media accounts as well.
Status: Completed

Location: A screenshot of the new Flickr account follows this description. It is
located in the MEDIA folder in the accompanying flash drive, as well as in the
accompanying portfolio.

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GOAL 1: INCREASE TOURISM AND TRAVEL

OBJECTIVE 2: IMPROVE SOCIAL MEDIA PRESENCE AND COMMUNICATION
COMMUNICATIONS PACKAGE DESCRIPTION #06
Title: #FunFactFriday Campaign on all Social Media Accounts
Brief Description: Each Friday, the chamber will post an interesting fact about
Baldwins history or a brief highlight of events that take place in Baldwin City. Each
post will be accompanied with the hashtag #FunFactFriday, therefore this campaign is
traceable on social media outlets.
Status: Completed

Location: Sample posts follow this description. They are also located in the MEDIA
folder in the accompanying flash drive, as well as in the accompanying portfolio.

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TWITTER

FACEBOOK

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GOAL 1: INCREASE TOURISM AND TRAVEL

OBJECTIVE 2: IMPROVE SOCIAL MEDIA PRESENCE AND COMMUNICATION
COMMUNICATIONS PACKAGE DESCRIPTION #07
Title: Best of Baldwin Poster to Promote on Social Media Outlets and on the BCCC
Website
Brief Description: This list will immediately tell visitors of all the hotspots to visit in
Baldwin City. It can be updated throughout the years as new traditions and events
take place. The list should be promoted on social media as well as on the Chambers
website.
Status: Completed

Location: The poster follows this description. It can also be found in the MEDIA
folder in the accompanying flash drive, as well as in the accompaning portfolio.

80

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GOAL 1: INCREASE TOURISM AND TRAVEL

OBJECTIVE 2: IMPROVE SOCIAL MEDIA PRESENCE AND COMMUNICATION
COMMUNICATIONS PACKAGE DESCRIPTION #08
Title: Historic Sites Tab on the Chambers Facebook Page
Brief Description: Compile a list of each of Baldwins famed historic sites on the
current Chamber facebook profile. Each item on this list should have the appropriate
informational links that can take the viewers directly to the website. This list will
notify interested visitors of the unique roots Baldwin has in American history.
Status: n/a
Location: n/a

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GOAL 1: INCREASE TOURISM AND TRAVEL

OBJECTIVE 2: IMPROVE SOCIAL MEDIA PRESENCE AND COMMUNICATION
COMMUNICATIONS PACKAGE DESCRIPTION #09
Title: Restructure the Chambers Facebook Page
Brief Description: The chamber should reconstruct the current Facebook profile so
that the About, Photos and Videos Historic Sites and Accommodations are
notably visible for interested visitors to easily access information.
Status: n/a
Location: n/a

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GOAL 1: INCREASE TOURISM AND TRAVEL

OBJECTIVE 2: IMPROVE SOCIAL MEDIA PRESENCE AND COMMUNICATION
COMMUNICATIONS PACKAGE DESCRIPTION #10
Title: Fall into Fall Campaign Leading Up to the Maple Leaf Festival
Brief Description: The Fall into Fall campaign will be a social media campaign that
will engage Baldwin residents. The campaign will encourage residents to snap photos
of their favorite fall activities and things. Residents will post their photos on their
personal social media sites and tag the Chamber along with #fallintofall. This
campaign will also be designed as a competition, as the Chamber will choose the best
photos to put on display at the Maple Leaf Festival. During the festival, people will
vote on their favorite photo and the winning photographer will receive a $50 gift card
to a local business.
Status: Completed
Location: An informational poster follows this description. The poster can also be
found in the MEDIA folder in the accompanying flash drive, as well as in the
accompanying portfolio.

84

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GOAL 1: INCREASE TOURISM AND TRAVEL

OBJECTIVE 3: CAPITALIZE ON HISTORIC SITES IN BALDWIN CITY
COMMUNICATIONS PACKAGE DESCRIPTION #11
Title: Informational Flyers for Elementary Schools Encouraging Field Trips to
Baldwins Historic Sites
Brief Description: Develop an interactive historical tour aimed at local students that
will teach them about Baldwins important history, taking them to historical sites such
as Black Jack Battlefield, The Midland Railway and the Santa Fe Trail. This
informational sheet will encompass important information about each site, that will
encourage teachers to schedule field trips to Baldwin City.
Status: Completed
Location: The informational packet follows this description. It can also be found in
the MEDIA folder in the accompanying flash drive, as well as in the accompanying
portfolio.

86

1
2

lorem ipsum

issue #, date

BALDWIN CITY

Explore Our States History!

Historical sites
Black Jack Battlefield
Black Jack Battlefield is the site of the
Battle of Black Jack 1856, which is regarded by many
historical enthusiasts as the first battle of the American
Civil War. The battlefield and park tells the exciting
story of the famous battle as well having an authentic
19th-century farmstead. The historical park informs
visitors about the effects Manifest Destiny had on the
land and people.

Midland Railroad
Baldwin City also played a major role
in Kansas railway history, as it is
home to the Midland Railroad. The
Midland Railway Historical Association has a
collection of historically significant railroad artifacts
and equipment that can create an understanding and
appreciation of railroading that can connect with
students.

Santa Fe Trail

Join us on a historical adventure!

significant historical value to the state
Baldwin City would like to
Kansas and would educate and
encourage your school district to
participate and visit our interactive enhance the students learning
experience. Learning about our
tours showcasing the numerous
nations rich history at a young age is
historical sites all around the
fundamental; a day trip to Baldwin
beautiful city of Baldwin. We
allows students to relive and
believe our historical sites such as
Black Jack Battlefield, Santa Fe Trail experience American history while
facilitate additional on-site learning.
and Midland Railway hold

The Santa Fe Trail linked the country

together from east to west between
1824 and 1875. As a group, the class can
travel a section of the road that early settlers crossed or
even view the ruts carved by the heavy wagons! The
Santa Fe Trail holds significant value in early American
history and it is important to emphasize the
significance of the landmark located in such close
proximity!

Take a Class to Baldwin City Today!

Baldwin City is proud of their place in Kansas
and American history and would like to share
and educate young students of the historical
significance of our city. With our expansive list of
historical sites, Baldwin would like to extend an
invitation to visit the city for a field trip. Visiting
these exciting sites will offer an engaging and

unique way to learn about Kansas in American

history that students are sure to enjoy. Come
visit Baldwin City and enjoy a day filled with fun
and educational activities that are entertaining
and memorable. For more information contact
us today at (785) 594-3200.

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GOAL 1: INCREASE TOURISM AND TRAVEL

OBJECTIVE 3: CAPITALIZE ON HISTORIC SITES IN BALDWIN CITY
COMMUNICATIONS PACKAGE DESCRIPTION #12
Title: Partner with the Kansas Historical Society to Promote Black Jack Battlefield
and the Midland Railroad on their Website
Brief Description: the Kansas Historical Society promotes a wide variety of historical
sites in the state of Kansas. The BCCC should partner with them in order to get Black
Jack Battlefield and the Midland Railroad on the list of important sites to visit.
Status: n/a
Location: n/a

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GOAL 1: INCREASE TOURISM AND TRAVEL

OBJECTIVE 3: CAPITALIZE ON HISTORIC SITES IN BALDWIN CITY
COMMUNICATIONS PACKAGE DESCRIPTION #13
Title: Walking Tour of Baker Universitys Historical Buildings and Downtown Baldwin
City
Brief Description: The BCCC should offer short walking tours through Kansas oldest
university. These tours will teach visitors about the important history of Baker
University before finishing up in the downtown area because of the close proximity.
Status: Completed
Location: A promotional flyer follows this description. It can also be located in the
MEDIA folder in the accompanying flash drive, as well as in the accompanying
portfolio.

89

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GOAL 1: INCREASE TOURISM AND TRAVEL

OBJECTIVE 3: CAPITALIZE ON HISTORIC SITES IN BALDWIN CITY
COMMUNICATIONS PACKAGE DESCRIPTION #14
Title: Historical Sites Tour
Brief Description: The historical sites tour will take visitors all around Baldwin City
stopping at the major historical sites on the weekends. The tour will also offer
educational information and stories about the significance of each site. Afterwards,
the tour will end at the Lumberyard Arts Center for a reception. Following is a
mock-up of the print ad that will be placed in local newspapers. This ad can also be
uploaded online as well on social media. Visitors interested in this tour are directed
to call the Chamber office to pick an open date and time. Tours are open from 10am
to 6pm.
Status: Completed
Location: An ad for the historical sites crawl follows this description. It can also be
found in the MEDIA folder in the accompanying flash drive, as well as in the
accompanying portfolio.

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GOAL 1: INCREASE TOURISM AND TRAVEL

OBJECTIVE 4: INCREASE LEISURE TRAVEL TO BALDWIN CITY IN MEN AND WOMEN
COMMUNICATIONS PACKAGE DESCRIPTION #15
Title: Baldwins Big Night Out Event
Brief Description: Baldwins Big Night Out will be a family-friendly event that will
take place on the first and last Saturday of each month throughout the summer. The
event will consist of an outdoor movie in Grove Park. The Chamber will also contact
local food vendor to serve food at the event and each food vendor will decide how
much to charge.
Status: Completed
Location: An advertisement for the event follows this description. It can also be
located in the MEDIA folder in the accompanying flash drive, as well as in the
accompanying portfolio.

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GOAL 1: INCREASE TOURISM AND TRAVEL

OBJECTIVE 4: INCREASE LEISURE TRAVEL TO BALDWIN CITY IN MEN AND WOMEN
COMMUNICATIONS PACKAGE DESCRIPTION #16
Title: Arts and History Traveler Package Informational Flyer/Newletter
Brief Description: The Chamber should promote this flyer for the visitor package on
the chamber website and in the email newsletter. The package will include two tickets
on the Kansas Belle Dinner Train and a two night stay at the Three Sisters Inn. Along
with that, buyers should choose between a free, private art class at the Lumberyard
Arts Center or a private dance class for two at the Baldwin Academy of Dance.
Status: Completed
Location: A mockup of the newsletter promoting the traveler package follows this
decsription. It can also be located in the MEDIA folder in the accompanying flash
drive, as well as in the accompanying portfolio.

95

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GOAL 1: INCREASE TOURISM AND TRAVEL

OBJECTIVE 4: INCREASE LEISURE TRAVEL TO BALDWIN CITY IN MEN AND WOMEN
COMMUNICATIONS PACKAGE DESCRIPTION #17
Title: Radio Ad to Promote Tourism to Baldwin City
Brief Description: This radio ad will be sent to the adult contemporary station in
Kansas City, KCKC-FM, which is on channel 102.1. The radio ad will be 30 seconds
long and will focus on the important historical sites in Baldwin. The ad will also follow
our theme Come home Baldwin City.
Status: Completed
Location: A script for the radio ad follows this description. It can also be located in
the MEDIA folder in the accompanying flash drive, as well as in the accompanying
portfolio.

97

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GOAL 1: INCREASE TOURISM AND TRAVEL

OBJECTIVE 4: INCREASE LEISURE TRAVEL TO BALDWIN CITY IN MEN AND WOMEN
COMMUNICATIONS PACKAGE DESCRIPTION #18
Title: Billboard on K-10 Towards Lawrence Promoting Visitation to
Baldwin City
Brief Description: This billboard will be placed in the Kansas City Metro area. The
theme of the billboard will follow the theme of our campaign, Come Home to
Baldwin City. It will be posted along K-10 going toward Lawrence and Baldwin City.
This billboard will be beneficial in attracting visitors from the Kansas City and
Johnson County areas because it will promote Baldwin as the unique and homey city
that it is. This billboard also follows a similar design for our universal print ad.
Status: Completed
Location: A mockup of the billboard follows this description. It can also be found in
the MEDIA folder in the accompanying flash drive, as well as in the accompanying
portfolio.

99

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GOAL 1: INCREASE TOURISM AND TRAVEL

OBJECTIVE 4: INCREASE LEISURE TRAVEL TO BALDWIN CITY IN MEN AND WOMEN
COMMUNICATIONS PACKAGE DESCRIPTION #19
Title: Universal Print Ad for the Lawrence Journal World, the Eudora Reporter,
the Topeka Capital Journal and the 2016 Official Travel Guide to Kansas, Advertising
Baldwin City as a Desirable Pace to Visit.
Brief Description: This ad is similar to the billboard ad in design. However there will
be more information on this print ad. The Chamber is encouraged to send this ad
out to several different print publications. One of the publications is the 2016 Official
Travel Guide to Kansas.
Status: Completed
Location: A mockup of the print ad follows this description. It can also be found in
the MEDIA folder in the accompanying flash drive, as well as in the accompanying
portfolio.

101

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GOAL 1: INCREASE TOURISM AND TRAVEL

OBJECTIVE 5: IMPROVE EVENT ADVERTISING IN NEARBY CITIES
COMMUNICATIONS PACKAGE DESCRIPTION #20
Title: Place a Print ad in Kansas! Magazine Promoting the Maple Leaf Festival
Brief Description: Kansas! Magazine is published quarterly throughout the year. This
print ad will encourage readers as well as visitors who have been directed to the magazine to visit Baldwin City for the Maple Leaf Festival. This ad gives a brief preview as
to what visitors can expect at the festival. The ad will also increase overall awareness
and create more hype for the event.
Status: Completed
Location: The print ad for the maple leaf festival follows this description. It can also
be found in the MEDIA folder in the accompanying flash drive, as well as in the
accompanying portfolio.

103

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GOAL 1: INCREASE TOURISM AND TRAVEL

OBJECTIVE 5: IMPROVE EVENT ADVERTISING IN NEARBY CITIES
COMMUNICATIONS PACKAGE DESCRIPTION #21
Title: Media Kits About Upcoming Art Exhibits to Local Media Outlets
Brief Description: Press releases and a backgrounder should be sent out to local
media outlets in nearby cities in Douglas County promoting upcoming art exhibits in
Baldwin City.
Status: Completed
Location: A mock up of a press release is following this description. It can also be
found in the MEDIA folder in the accompanying flash drive, as well as in the
accompanying portfolio.

105

NEWS RELEASE

FOR IMMEDIATE RELEASE

May 2016

720 High St,

Baldwin City, KS 66006

FOR MORE INFORMATION CONTACT:

Hank Booth
Executive Director
785-594-3200
hank@baldwincitychamber.com

Baldwin City Chamber of Commerce to Host Art Exhibit

BALDWIN CITY, Kan.Baldwin City Chamber of Commerce will host an art

exhibit at the Lumberyard Arts Center. The exhibit will showcase local artists from
Kansas. The event will take place Spring of May 2016.

Baldwin City Chamber of Commerce is proud to showcase an art exhibit

celebrating local artists around Kanas to promote conversation and appreciation for
the arts. The exhibit is proud to promote local artists and community involvement.

The Baldwin City Chamber of Commerce joins The Lumberyard Arts Center, a

refurbished local landmark, to create sense of community and to promote a better

understanding and appreciation for performing, visual, literary and heritage arts.

###

106

Backgrounder

FOR IMMEDIATE RELEASE

May 2016

720 High St,

Baldwin City, KS 66006

FOR MORE INFORMATION CONTACT:

Hank Booth
Executive Director
785-594-3200
hank@baldwincitychamber.com

Baldwin City Chamber of Commerce

Baldwin City Chamber of Commerce plans to celebrate local artists and promote a

sense of community as well as encourage travel from nearby cities to Baldwin City, Kan.

Baldwin City Chamber of Commerce is an organization that concentrates on the

promotion of civic, commercial, industrial and agricultural interests of Baldwin City, Kan.

The Chamber is actively working maintain and improve the historically rich city of Baldwin.
The organization aims to enhance the community by organizing and holding events that
celebrate the city and its achievements.

Baldwin City Chamber of Commerce is compiled of over 170 dedicated members

whos main focus is to further the best interests of the Baldwin City community. The

chamber is responsible of hosting popular events throughout the city. Baldwin City
Chamber of Commerce is partnering with the Lumberyard Arts Center, a historical
landmark, to host an art exhibit displaying art from artists across Kansas.

###

107

GOAL 2: IMPROVE CIVIC PRIDE

OBJECTIVE 1: IMPROVE BALDWIN CITY AESTHETICS
COMMUNICATIONS PACKAGE DESCRIPTION #22
Title: Bettering Baldwin Community Service Newsletter
Brief Description: Bettering Baldwin will be a community wide service event that
will encourage volunteers to get together to spruce up the city, for example, planting
flowers, improving paint jobs, cleaning up store fronts and the Douglas State Fishing
Lake This is the Bettering Baldwin community service newsletter that will be sent
out to Baldwin residents and Baker University students in April to make them more
aware of this volunteer initiative.
Status: Completed
Location: The email draft nfollows this description. It is also located in the MEDIA
folder in the accompanying flash drive, as well as in the accompanying portfolio.

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GOAL 2: IMPROVE CIVIC PRIDE

OBJECTIVE 1: IMPROVE BALDWIN CITY AESTHETICS
COMMUNICATIONS PACKAGE DESCRIPTION #23
Title: New Signage in Downtown Baldwin City
Brief Description: New, improved more modernized signage can be placed in
downtown Baldwin City to make it easier for people to access the historic sites and
tourist attractions in Baldwin.
Status: n/a
Location: n/a

110

GOAL 2: IMPROVE CIVIC PRIDE

OBJECTIVE 2: INCREASE CIVIC INVOLVEMENT
COMMUNICATIONS PACKAGE DESCRIPTION #24
Title: Baldwin City Community Outreach Team
Brief Description: The Baldwin City Community Outreach Team will act as a
separate branch of the Baldwin City Chamber of Commerce. It will consist of resident
volunteers, and its main goal will be to promote civic ambassadorship and
engagement through the planning of small-scale fundraisers and low-budget events
(e.g Ice cream socials). This event would be implemented in February 2016.
Writing about the community outreach team in the Chambers monthly newsletter
would be a good way to add people to the team.
Status: n/a
Location: n/a

111

GOAL 2: IMPROVE CIVIC PRIDE

OBJECTIVE 2: INCREASE CIVIC INVOLVEMENT
COMMUNICATIONS PACKAGE DESCRIPTION #25
Title: Heritage Day Advertisement/Informational Flyer
Brief Description: This is the advertisement/informational flyer that will be used to
promote Heritage Day for families. The flyer can be put in local shops, schools and
churches in the area. The Chamber can also promote the event by placing this
advertisement on social media profiles. This ad encourages families to bring their kids
to a fun-filled day at the local elementary school where kids will learn about Baldwin
Citys unique history in an entertaining way. Kids will be able to engage in Baldwin
Citys history through arts and crafts, trivia games, special reanactments and more!
Status: Completed
Location: The informational advertisement/flyer follows this description. It is also
located in the MEDIA folder in the accompanying flash drive, as well as in the
accompanying portfolio.

112

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GOAL 2: IMPROVE CIVIC PRIDE

OBJECTIVE 2: INCREASE CIVIC INVOLVEMENT
COMMUNICATIONS PACKAGE DESCRIPTION #26
Title: Branded PR Video Come Home to Baldwin City.
Brief Description: This modern, rebranded PR video can be used on the BCCC
website and social media pages. People who follow these social media accounts can
also promote this video by sharing it with their peers to get the word out about
Baldwin City. The video should be ran January 2016 to kick off that start of a new
year.
Status: Completed
Location: The PR video was played in the beginning of our campaign presentation. It
is also located in the MEDIA folder in the accompanying flash drive.

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GOAL 2: IMPROVE CIVIC PRIDE

OBJECTIVE 3: STRENGTHEN GAP BETWEEN BALDWIN RESIDENTS AND BAKER STUDENTS
COMMUNICATIONS PACKAGE DESCRIPTION #27
Title: College Nights
Brief Description: College Nights in Baldwin City and will attract college students
who are looking for late night food. Students often stay up late studying, or because
they are out with their friends. The BCCC will work with local food vendors to
promote College Nights, that will take place the first and last Saturday of the month.
Food businesses will reopen their doors from 12:30am to 1:30am for students to
enjoy late night snacks. The Chamber can also promote this event on their social
media by tagging Baker University in their posts.
Status: n/a
Location: n/a

115

GOAL 2: IMPROVE CIVIC PRIDE

OBJECTIVE 3: STRENGTHEN GAP BETWEEN BALDWIN RESIDENTS AND BAKER STUDENTS
COMMUNICATIONS PACKAGE DESCRIPTION #28
Title: Networking Event for Baldwin City Residents and Baker Students
Brief Description: The Chamber will host a casual networking event for Baker
students and Baldwin City residents and business owners. The event will offer
students and residence a chance to get to know one another. Baker students will be
drawn to this event because it will offer them an opportunity for professional
networking experience. The Chamber should promote this event through the monthly
newsletter, as well as work with Baker University media to gain coverage.
Status: n/a
Location: n/a

116

GOAL 2: IMPROVE CIVIC PRIDE

OBJECTIVE 4: IMPROVE SOCIAL MEDIA RELATIONS AND PRESENCE
COMMUNICATIONS PACKAGE DESCRIPTION #29
Title: Baldwin Through a Lens Social Media Promotion
Brief Description: The Baldwin Through a Lens campaign will be an interactive
social media push that encourages residents to take pictures of their favorite Baldwin
City landmarks and places. Participants will post their photos onto the Chambers
Facebook page. The Chamber will choose their favorite photos and post them
publically on their website. At the end of the season, the Chamber will put all the
submitted photos on display at the Lumberyard Arts Center.
Status: n/a
Location: n/a

117

GOAL 2: IMPROVE CIVIC PRIDE

OBJECTIVE 4: IMPROVE SOCIAL MEDIA RELATIONS AND PRESENCE
COMMUNICATIONS PACKAGE DESCRIPTION #30
Title: Restructure the BCCC Facebook Page
Brief Description: The Chamber should restructure their Facebook page so photos
and videos are easier for viewers to find. By restructuring the BCCC Facebook page it
will make it more accessible for viewers to find the information they are looking for,
as well as know where to post ant content, questions and comments.
Status: n/a
Location: n/a

118

GOAL 2: IMPROVE CIVIC PRIDE

OBJECTIVE 4: IMPROVE SOCIAL MEDIA RELATIONS AND PRESENCE
COMMUNICATIONS PACKAGE DESCRIPTION #31
Title: Sign Up for a Sprout Social Account
Brief Description: Sprout Social is an online social media manager. Users can
schedule posts on Twitter, Facebook and Linkedin in advance, eliminating stress for
the social media intern or coordinator. Sprout Social also offers anayltic insights as to
who is visiting and interacting with your social profiles. This information will be useful
because it gives better insight to how certain content, posts and trends are working.
Signing up for a Sprout Social will make it easier to manage all social media accounts.
Status: n/a
Location: n/a

119

GOAL 2: IMPROVE CIVIC PRIDE

OBJECTIVE 4: IMPROVE SOCIAL MEDIA RELATIONS AND PRESENCE
COMMUNICATIONS PACKAGE DESCRIPTION #32
Title: Email to Encourage Monthly Newsletter Sign Up
Brief Description: This drafted email will be sent out to Baldwin City residents via
mail and email to encourage them to sign up for the Chambers monthly newsletter.
The email talks about how the first ten people to sign up will be entered to win a $40
gift card. The Chamber can choose how frequently they want to run the incentive.
We recommend starting the incentive out as just a one-time deal, however if you see
results, then develop a strategic calender based on your budget and plan to run the
incentive again.
Status: Completed
Location: The email draft follows this description. It is also located in the
MEDIA folder in the accompanying flash drive, as well as in the accompanying
portfolio.

120

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GOAL 2: IMPROVE CIVIC PRIDE

OBJECTIVE 4: IMPROVE SOCIAL MEDIA RELATIONS AND PRESENCE
COMMUNICATIONS PACKAGE DESCRIPTION #33
Title: Sponsored Posts for Local Businesses on BCCC Social Media
Brief Description: Establish partnerships with local businesses and offer to publish
posts promoting any special deals or events occurring at each business. These social
media posts should start January 2016.
Status: Completed
Location: The sponsored social media business posts follow this description. They are
also located in the MEDIA folder in the accompanying flash drive, as well as in the
accompanying portfolio.

122

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GOAL 3: EXPAND ECONOMIC DEVELOPMENT

OBJECTIVE 1: IMPROVE BALDWIN CITY AESTHETICS
COMMUNICATIONS PACKAGE DESCRIPTION #34
Title: Informational Maps
Brief Description: Create and improve informational/directional maps of Baldwin
City for the visitors to conveniently find places to visit, as well as show how close they
are to historic sites nearby.
Status: n/a
Location: n/a

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GOAL 3: EXPAND ECONOMIC DEVELOPMENT

OBJECTIVE 2: STRENGTHEN RELATIONS WITHIN THE SMALL BUSINESS COMMUNITY
COMMUNICATIONS PACKAGE DESCRIPTION #35
Title: Citywide Networking Event
Brief Description: Networking event will be an opportunity for small business owners
to connect with Baldwin residents. The event will be held on Saturday morning, the
Chamber can plan how frequently they wish to hold them. Coffee, tea and donuts
will be provided as well. The event will also provide and outlet for business owners to
open a dialogue with residents about investing in their business ventures.
Status: n/a
Location: n/a

125

GOAL 3: EXPAND ECONOMIC DEVELOPMENT

OBJECTIVE 2: STRENGTHEN RELATIONS WITHIN THE SMALL BUSINESS COMMUNITY
COMMUNICATIONS PACKAGE DESCRIPTION #36
Title: U.S. Small Business Owners Administration Emails
Brief Description: Signing up to receive SBA emails regarding business tips that will
be insightful for Baldwin City Chamber of Commerce to apply around the city. Joining
the email list will provide the BCCC with information on how to obtain loans,
improving recruiting methods and attracting small businesses to Baldwin and
surrounding area. The chamber can sign up for emails by going to www.sba.gov.
Status: n/a
Location: n/a

126

GOAL 3: EXPAND ECONOMIC DEVELOPMENT

OBJECTIVE 2: STRENGTHEN RELATIONS WITHIN THE SMALL BUSINESS COMMUNITY
COMMUNICATIONS PACKAGE DESCRIPTION #37
Title: Reach Out to Local Restaurants to Cater Chamber Events
Brief Description: Contacting local restaurants to cater at chamber-held events will
bring business to their establishments and increase visitor awareness. Catering events
have the opportunity to market their businesses and gain exposure from residents and
visitors.
Status: n/a
Location: n/a

127

GOAL 3: EXPAND ECONOMIC DEVELOPMENT

OBJECTIVE 3: IMPROVE EXISITING ACCOMODATIONS IN BALDWIN CITY
COMMUNICATIONS PACKAGE DESCRIPTION #38
Title: Short Survey for Visitors at Local Hotels and Inns
Brief Description: Short survey includes demographic information and visiting
information based on guests who fill them out at local hotels and inns. Results will be
given to the chamber for marketing purposes.
Status: n/a
Location: n/a

128

GOAL 3: EXPAND ECONOMIC DEVELOPMENT

OBJECTIVE 4: ATTRACT POTENTIAL NEW BUSINESSES TO BALDWIN CITY
COMMUNICATIONS PACKAGE DESCRIPTION #39
Title: Partner with Fiber-Optic RG Fiber to Promote Baldwins High-Speed Internet.
Brief Description: Fiber-optic RG Fiber serves the entire city of Baldwin and ensured
the city with the quickest cable necessary for residents and local businesses. As well
as confirming Baldwin as the first city in Kansas to have a fiber-optic network. A
promotional partnership with Fiber-optic RG fiber will assure coverage of the
exceptional service to attract customers and business.
Status: n/a
Location: n/a

129

GOAL 3: EXPAND ECONOMIC DEVELOPMENT

OBJECTIVE 4: ATTRACT POTENTIAL NEW BUSINESSES TO BALDWIN CITY
COMMUNICATIONS PACKAGE DESCRIPTION #40
Title: Business Portfolio
Brief Description: Portfolio will be composed of a fact sheet regarding Baldwin City,
as well as any information regarding the local economy. These portfolios will be sent
to nearby cities and business owners.
Status: n/a
Location: n/a

130

GOAL 3: EXPAND ECONOMIC DEVELOPMENT

OBJECTIVE 4: ATTRACT POTENTIAL NEW BUSINESSES TO BALDWIN CITY
COMMUNICATIONS PACKAGE DESCRIPTION #41
Title: Hire an Economic Development Associate to Strengthen Recruitment Efforts
Brief Description: Contact or hire a developer or consulting firm to strengthen
recruitment efforts and opportunities on bringing new business models to Baldwin
City. This candidate should have an extensive background in economic studies, and
must understand business models and administration. They should also have
exceptional communicational skills.
Status: n/a
Location: n/a

131

GOAL 3: EXPAND ECONOMIC DEVELOPMENT

OBJECTIVE 4: ATTRACT POTENTIAL NEW BUSINESSES TO BALDWIN CITY
COMMUNICATIONS PACKAGE DESCRIPTION #42
Title: Update Baldwin City Website
Brief Description: Updating the Baldwin City website with more current pictures and
videos of the City. Modernizing the website will appeal and peak interests of those
visiting the site. Updating videos and pictures of Baldwin will attract visitors to
Baldwin.
Status: n/a
Location: n/a

132

11
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133

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24. Kansas Department of Commerce, KS. (n.d.). Retrieved from http://www.kansascommerce.com/CivicAlerts.aspx?AID=110

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