Downtown Clearwater has often struggled with visibility and perception. Through data analysis, I found that many small businesses were not using social media or modern marketing tools, limiting their ability to reach new customers. Combined with vacant and underused properties, this made the area feel less active and inviting. As a result, locals often overlook Downtown, even though it sits just minutes from Clearwater Beach.

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To boost visibility, we created the Business Spotlight Program, a free initiative providing small businesses with professional marketing support. I partnered with Public Communications and other departments to coordinate video production, photography, and branded content.

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Each business received marketing materials that provided a customer incentive (such as a discount or gift card), along with feature articles published on the CRA website to expand their reach. This mix of professional content, promotions, and storytelling gave each business a strong month-long spotlight.

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The program equipped businesses with content that strengthened their social media presence and gave them tools to promote themselves more effectively. Several businesses reported higher social media engagement, new customer traffic through incentives, and pride in being recognized with a Business Spotlight certificate.