The Flatiron/23rd Street Partnership has embarked on a range of marketing initiatives with the goals of informing district members and the public of the BID's work, branding the neighborhood as a destination and producing materials and events that highlight the area's businesses and attractions.
The BID’s marketing program seeks to accomplish these goals through four means of communications: Digital Marketing and Communication; Programming, Events and Outreach; Sponsorship; and Collateral and Print Communications.
Digital Marketing and Communication
Distributing information on a wide range of subjects to BID members and the public is accomplished through various methods of digital communication.
Website www.discoverflatiron.org
The BID’s website is the main source of information about all aspects of the Flatiron district and the BID. It provides information on BID programs and services as well as useful information about the neighborhood, including area transportation options, events, history and an extensive business directory. Additionally, the BID uses the website to solicit information and feedback from members and concerned stakeholders and as a means for BID businesses to promote themselves through the District Deals Page.
Newsletter
The BID produces a highly informative electronic newsletter, which is distributed monthly to over 12,000 subscribers. The newsletter contains a plethora of information about the Flatiron district, such as upcoming events, new businesses, new business opportunities, important announcements and fun and interesting facts and stories about this diverse and historic area. Click here to see our newsletter archive or join our mailing list.
Social Networking
The BID signed on to social networking in 2009 with the creation of a Facebook Fan page and a Twitter account. Through Facebook and Twitter, the BID can reach a broad spectrum of interested individuals and, much like the website, provide a clear line of communication and feedback from interested parties and stakeholders.
E-Blasts
The BID’s 12,000-person e-mail subscriber list is used regularly and responsibly to communicate directly with the district about emergencies, breaking news, events and opportunities that may be of interest. Click here to join our mailing list.
Programming, Events and Outreach
As an organization that seeks to bridge the public, nonprofit and private sectors as well as the residential and business communities, the BID engages partner organizations to jointly produce three to six events and programs per year to educate and inform the public about important issues as well as to provide a medium in which the many stakeholders of the Flatiron district can interact.
Intersections: A BID Series Focused on Information, Ideas and Our Community
The BID's free programming efforts under the "Intersections" branding include:
Speaker Series: These events aim to bring BID members in touch with their local elected officials and government and service providers in order to foster communication and provide answers and information to all participants.
Business assistance and outreach programs: These larger-scale events provide BID businesses with opportunities to learn how they can improve and grow as well as take advantage of government and private programs in a wide range of areas.
Meetings and Celebrations
Annual Meeting: In addition to quarterly BID Board of Directors and committee meetings, the BID holds an Annual Meeting that is open to the public and where attendees hear about the highlights of the past year, learn more about upcoming projects, review the BID’s financial health and elect board members.
Celebrate Flatiron Partnerships: The BID also holds an annual cocktail party and networking event during the holiday season called Celebrate Flatiron Partnerships. This event began as a way for the new BID to meet and bring together its members but has evolved into an opportunity to strengthen old friendships and forge new ones. It also serves as an occasion for the BID to update its members on current and future programs.
Walking Tour
The BID provides a free weekly historic walking tour of the neighborhood. The tour meets every Sunday at 11 a.m. at the southwest corner of Madison Square Park at 23rd Street and Broadway, in front of the William Seward statue. Click here for more information.
Sponsorship Program
In addition to its assessment revenue, the BID supplements its budget and provides for various projects by soliciting sponsorship funds from area businesses and property owners.
The Partnership has just issued its 2010 Sponsorship Program Catalog, a comprehensive roundup of the various ways businesses may participate, giving their companies brand recognition and logo placement that will be seen throughout the Flatiron district as well as many venues throughout the City. Sponsors will be able to place their logos on items such as streetlamps, trash receptacles and ash urns, maps and neighborhood guides.
Click here to download the 2010 Sponsorship Program Catalog
Highlights of the 2010 Program:
- Prices for most items in the Catalog have either remained the same as in 2009 or are lower. The popular BID banners, designed by Pentagram, fly from more than 100 streetlamps in the district and are changed periodically. New placements for a full year begin June 1.
- Sponsorship Packages have been augmented by additional items, making them an even better value.
- Additional sponsorship opportunities for 2010 include the opportunity for businesses to place logos on specially designed rack cards that are distributed to hotels, visitors centers, offices, schools and residential buildings to promote the BID’s free weekly Walking Tours.
- A new “Greening the District” initiative allowing for sponsorship of the elements that beautify Flatiron: hanging flower baskets, tree-pit guards and plantings, and seasonal plantings on the Public Plazas.
- Sponsorships are also available for special events under the Partnership’s “Intersections” umbrella, a BID series that focuses on information, ideas and the community. Those events include the Speaker Series, Small Business Forums and various art and cultural programs produced by the Partnership.
- Businesses near the district, but outside its defined boundaries, may become Friends of the Flatiron Partnership by taking part in an affiliate program that provides access to the BID’s communications, collateral and constituents.
Items available for sponsorship:
Banners - Available on over 100 streetlamps throughout the Flatiron district, they are an excellent way to advertise your company and your commitment to the neighborhood. These colorful 24-square-foot banners, designed by Pentagram Design, provide sponsors with prominent logo placement throughout the district in a format available only to the BID. The banners also provide awareness of the BID and its programs and add color and excitement to the district’s streets.
Co-Branded Trash Receptacles - The BID purchased nearly 200 Flatiron/23rd Street Partnership branded trash receptacles since its inception in 2006, many through the support of local properties and businesses. Trash-receptacle sponsors receive logo placement on the trash receptacles and may request specific locations in proximity to their particular property or business.
Ash Urns - Available to the entire BID community, these custom co-branded ash urns are designed to match the BID’s custom trash receptacles. Already in use at the entrances to the Flatiron Building, these solidly constructed and easy-to-maintain ash urns are ideal for keeping a neat and clean building entrance free of cigarette butts and ash.
Park Avenue South Mall Beautification Project - In 2009, a series of beautification efforts began throughout the district in addition to continued maintenance of the new Public Plazas and the seasonal planting and improved maintenance of the Park Avenue South median malls from 21st to 28th Streets. An annual co-sponsorship or full sponsorship of one or more sections of the malls is available to local property owners and businesses, whose financial contribution will offset the costs of the project. Sponsors' names will appear on plaques prominently placed in the malls.
Printed Materials - The BID publishes various pieces of print collateral throughout the year that include space for sponsor recognition and advertisements.
Collateral and Print Communications
The BID also utilizes traditional methods of communication such as printing, flyers and mail distribution. The range of collateral created and printed by the BID is offered to businesses and other individuals or organizations. The BID works with internationally renowned neighborhood partner Pentagram Design for nearly all of the BID’s collateral and design identity guidelines.
Past and present items include:
The Discover Flatiron Map - Since the fall of 2007, the BID has distributed over 150,000 copies of its immensely popular Discover Flatiron Map. The full-color map includes a listing of businesses in the district organized by category, local architectural and historical attractions and the new Public Plazas. Specific business addresses and a Manhattan subway system map are also included. The map is housed electronically for downloading or printing on the BID website.
Neighborhood Guides - Following the successful distribution of nearly 12,000 Flatiron Holiday Shopping Guides during November and December 2008, the BID is now distributing an all-season shopping guide to the district and exploring the feasibility of guides for specific categories.
Walking Tour Rack Cards - The BID promotes its free Walking Tour through rack cards that are distributed to hotels, businesses and visitor information centers throughout New York City.
Pocket Guide of Important Phone Numbers - Includes contact information for various City agencies and other important entities.
AT-A-GLANCE Services in Times of Need - Pocket sized card with information on various services, distributed by our social services/outreach program.
AT-A-GLANCE NYC Sanitation Regulations - Pocket sized card to help local business and property owners understand and comply with NYC Department of Sanitation requirements.
Other Items:
Postcards, event invitations, Public Safety Program launch cards
For further information on these items or on ways to become more connected to the Flatiron/23rd Street Partnership, please contact Eric Zaretsky, Director of Marketing & Economic Development, by phone at (212) 741-2323 or by e-mail at ezaretsky@flatironbid.org.
