Cost of a new image for Margate? $105,000 to start

By SUZANNE MARINO
Staff Writer
MARGATE -- The city has been trying to come up with a plan that lets people know Margate is not only a great place to spend the summer, but a great place to spend the whole year.
With home prices soaring and the year-round population dwindling, how to entice more people to call Margate home has become an issue looming larger and larger.
On March 30 the marketing firm Parker and Partners was hired by the city commission to do a study and come up with some ideas to put Margate on the radar screen for people moving to the area. Parker conducted a day-long session with a mixed group of residents and business people to help build a brand image for Margate that would effectively position the city as an attractive community with benefits for homeownership.
Bill Parker shared the information gleaned from his research with city officials after their regular meeting Thursday, June 8. Parker determined that the city needs to focus on families and attract those who are somewhat well-to-do and community oriented. Also it was determined that for the sake of the Margate business community, there is a need to stretch the tourism season earlier into the spring and further into the fall.
In light of the success of Atlantic City, Parker said that Margate has the opportunity to really shine. He pointed to target markets of young married couples, outdoor enthusiasts, families, baby boomers and senior couples who would find Margate attractive.
The strength of the area lies not just in beaches but also access to good jobs, a stable infrastructure, access to entertainment, good schools, and a low crime rate.
A downside to the area is affordability and access to major highways, according to Parker.
The city has invested $2,500 for the study that has been undertaken, and now the City Commission must determine what its next tack might be. Some of the suggestions appeared to be popular but require that the city sink some bucks back into the project.
A major overhaul to the city website would run about $10,000 to update and maintain. Brochures created to show the city in a new light would run about another $10,000. Print ads, particularly for Philadelphia Magazine’s AC Now supplement, would run approximately $30,000. Billboards would be another $20,000 and public relations $10,000.
Photography with new images of the city would run about $5,000 with agency fees adding another $20,000. A campaign with a grand total of $105,000 is what Parker and Partner indicated to city officials would give them a new image and new-found exposure.
At this point, City Commissioners have not committed to a dollar amount, but they are taking the information gathered under advisement and will decide how they plan to proceed.
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