To the Editor:

The Manchester Marketing Initiative Committee is pleased to provide this progress report to the Manchester community.

At the March 2012 Annual Manchester Town Meeting voters approved funding for a Manchester Marketing Initiative to help improve the local economy and attract new business growth. In June the select board approved the formation of an ad hoc committee accountable to the board and made up of members of the Manchester business community.

They represent many of the town's key economic sectors and bring a wealth of marketing and business management experience to the committee. Each is dedicated to creating the highest possible outcomes for the town with the judicious use of public and private funds.

The committee is midway through the first year of this five year initiative. Since its formation it has maintained an aggressive schedule, meeting weekly for many of the past six months. The committee discovered early in its work that there is no centralized pool of marketing data specific to Manchester with which to form the basis of a well thought out strategic marketing plan. Therefore much of the time and some of the dollars allocated to the initiative in this first year are being used to collect relevant marketing data through the use of resident and customer surveys along with data contributed by state and local government and the local business community.


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This data, coupled with trend analysis, will help form the basis of the marketing plan targeted to be launched near the end of the town's fiscal year.

In year two and beyond, allocated town funds will be used to refine the data collection process and expand the marketing campaign based on performance measurements developed by the committee. It is expected that the data collected will prove invaluable to town government and its focus on economic development.

This data will also be made available to the Manchester business community in order to promote public/private marketing partnerships with tailored campaigns designed to increase the economic health of the existing business base while providing an attractive platform for new business development. With sustained government support this program is expected to produce significant long term benefits for all members of the Manchester community.

Chip Ams, Mike Kilburn, Michele Kropp, Joe Madeira, Ron Mancini, Peggy Montague, Bob Stearns, Grant Turner, Katherine Salsgiver (Burr and Burton student volunteer).

The Manchester Marketing Initiative Committee