Date of Award

Winter 2-2012

Degree Type

Thesis

Degree Name

Master of Public Administration (MPA)

Abstract

The current recession has affected many facets of the Elk Grove economy, including retail store closures and decline sales tax revenues. Sales tax revenue is a direct and vital lifeline to essential services like public safety. To spread the word about the importance of sales tax revenue, the City of Elk Grove embarked on a multifaceted educational campaign to educate residents about the importance of shopping local.

This study will examine the effectiveness of the Think, SHOP, Live Elk Grove campaign based on the current marketing strategies used by conducting a consumer survey with Elk Grove residents, shoppers, and visitors and interviews with the Elk Grove City Council, Director of Economic Development for the City of Elk Grove, Elk Grove Chamber of Commerce, and various merchants from Old Town Elk Grove. The potential outcome of this study is to identify the opportunities to improve the program and make recommendations for similar programs in other communities facing the same challenges.

About the Researcher: The researcher currently works for the City of Elk Grove and is committed to communicating with its customers, residents and businesses, prospective job creators, key policy decision makers, and the media. He is responsible for managing the City’s communications, marketing, and advertising programs. The significance of this campaign is to educate residents about the importance of shopping local and where they shop can have a major impact on the local economy. Cities who have implemented similar shop- local campaigns will have the advantage to expand and learn from Elk Grove. Results and recommendations will be forwarded to the City of Elk Grove and Elk Grove Chamber of Commerce for consideration.

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