HomeMy WebLinkAboutEDC 04-30-2026 PresentationsEDC 04-30-2026
#5
Cupertino Summer of
Celebrations Shop Local
Campaign
Presentations
Cupertino Summer of Celebrations
Shop Local Campaign
THURSDAY APRIL 30, 2026
•Campaign Overview
•Campaign Strategy Timeline
•Marketing & Engagement Tools
•Recommended Action and Next Steps
Agenda
Campaign Overview•Shop Local campaign promoting local businesses during FIFA World Cup games and Fourth of July celebrations.
Campaign Duration•1 month, June 13 to July 13.
Eligibility Requirements•Location: Must be a brick-and-mortar business offering a special promotion, discount, or limited-time menu item between June 13 – July 13, 2026.
Campaign Overview
Feedback from January 2026: Big Game Shop Local Campaign
Unified City Communications
•Developed a dedicated website, consistent messaging, and coordinated social media.
Marketing Materials
•Created a promotional video, city-approved logos, visitor maps, and QR-code tools
linking to attractions and services;
Showcase Hidden Gems
•Highlight wineries, golf, shopping, and outdoor spaces alongside Cupertino’s tech identity.
Implementing EDC Recommendations
A new online hub designed to help
residents and visitors discover, navigate,
and enjoy the city as we celebrate The
Big Game!
Cupertino.Gov/ExploreCupertino
•Shop & Dine Local: Deals & Specials
•Watch The Games
•Retail Shopping
•Public Art & Recreation
•Wine Country
•Staying in Cupertino
•Getting Around
•Cupertino History
Explore Cupertino
Pre-Launch
•Recruit participating businesses
•Build awareness through teaser messaging
•Distribute marketing kits to businesses and hotels
•Finalize digital platforms (maps, landing pages)
•Conduct community outreach
During Campaign
•Promote participating businesses and campaign offers
•Host business engagement event for participating businesses
•Leverage City events & assets to promote campaign
•Promote the campaign across social media channels
•Send push notifications and email reminders to drive
participation
Pre-Launch & Activation Phases
Digital & Online Campaign Components
•Dedicated Campaign Website
•Stay.Dine.Shop logo
•Promotional Video
•City Newsletters
•City Manager Bi-Monthly E-Newsletter
•CC Weekly (Weekly Letter to Council)
•SCENE (Triannual print and digital
publication)
•Media Relations - Press Release
•Social Media (Paid boosting)
Print & Physical Materials
•Banners – Stevens Creek and Pop-up
•Lawn Signs (high visibility, key locations)
•Postcards
•Posters
Marketing & Engagement Tools
Metric Snapshots
Small Business Saturday Video
Facebook Views: 12K
•89.8% from Non-followers
Suggested
•488 Link clicks - drove 99 to
campaign page
•Learnings – Did well on FB
•Staying in Cupertino
•Getting Around
•Cupertino History
•Retail Shopping
•Public Art & Recreation
•Wine Country
Big Game
•Facebook Views: 33,252
•522 Link clicks drove 103 visits to Explore Cupertino
between 2/3 – 2/8
•Learnings – Did well on FB
New: Google Ads Campaign
Intent Based Advertising:
•Reach people who are already searching for related information: Visiting Cupertino, dining, lodging in Cupertino
•Position Cupertino as a strong option when they are searching
Applying SEO to Cupertino
A visitor searches “things to do this weekend” → Cupertino attractions are promoted
A visitor searches “where to stay in Cupertino this weekend” → Cupertino hotels are promoted
Set maximum budget, only get charged when visitors clicks on an ad
Next Steps:
•Develop Assets – Graphics, Video
•Launch Campaign
•May - July
(1) Receive presentation on marketing and engagement tools
for promoting Cupertino before and during the Cupertino Summer of Celebrations Shop Local
Campaign.
(2) Provide input on the list of marketing and engagement tools for promoting Cupertino
before and during the Cupertino Summer of Celebrations Shop Local Campaign.
(3) Establish a Fourth of July subcommittee to assist staff with planning a business engagement
event for businesses participating in Cupertino’s Summer of Celebrations Shop Local
Campaign.
*Return in May to provide a progress update on the campaign.
Recommended Action and Next Steps
EDC 04-30-2026
#7
2025 Economic Development
Committee Work Plan
Presentations
2026 Economic Development
Committee Work Plan
THURSDAY, APRIL 30, 2026
Proposed Work Plan for 2026
Business Resources & Support
•Regulatory Relief
•Grants and Funding
•Calendar of Events
Business Outreach & Marketing
•Cupertino Business Outreach Program
•Ribbon Cutting Celebrations
•Dine Out for 4th
•Restaurant Week
•Small Business Saturday
•National Smal Business Week
•Holiday Shop Local
Tourism
•Super Bowl LX
•FIFA World Cup
•Cupertino TV
Business & Entrepreneur Support
•Technical Assistance Workshops
•Women’s Business Luncheon
•Speaker Series
Core Data
•Inventory of Businesses / Real Estate
•Economic Development Dashboard
•Surveying
Projects to start and complete between January 2026 to December 2026
Current Projects:
1. Business License Amnesty Program Outreach to Shopping Centers
2. Cupertino Business Outreach Program Participation / Surveying
3. Subcommittee: Cupertino Summer of Celebrations Shop Local Campaign
4. Subcommittee: City Event Sponsorships through Public-Private Partnerships
5. Subcommittee: Economic Development Incentives for Retail, Small Businesses, and Startups
Proposed Projects:
6. Business Engagement Event for Summer of Celebrations Shop Local Campaign
7. Broker & Realtor Luncheon
8. Public-Private Partnerships Subcommittee for Multi-Venue Sports Tourism “Stay & Play”
9. Shop Local Subcommittee: Restaurant Week, Holiday Shop Local, Small Business Saturday
10. Small Business Council Subcommittee for Regulatory Relief
11. Inventory Database of Businesses / Real Estate
Proposed Work Plan for 2026
•Approve the draft Economic Development Committee 2026 Work Plan; or
•Return in May 2026 with updated Work Plan after additional feedback from EDC.
Recommended Action and Next Steps