Fair Lawn NJ
Coordinated By Commercial District Services on behalf of
Broadway Special Improvement Corporation
&
River Road Special Improvement Corporation
Phase 1 Sample Brochure Objective
To collate Fair Lawn businesses into a comprehensive reference guide.
To serve dually: as both a high quality print brochure featuring Broadway and River Road, as well as a digital showpiece asset for website, web app, mobile app integration.
Target Audience
Visitors to medical offices; who may wish to grab a bite to eat following their appointments.
Employees of businesses; as great customer service begins with knowing how to direct patrons.
New Residents; families moving to town.
Business Inclusion
Emphasis
Store front merchants that are new, or have moved locations, (within the last two years) will be highlighted in yellow and noted with a NEW tag for fast and easy review and consideration
Restaurants, cafes, delis, markets will be noted in red for fast and easy review and consideration
Medical practitioners are noted in bold as a thank you for offering brochures in a literature stand for visitors to self select while in their waiting rooms
All other businesses including professionals within office buildings in 7pt text
Flexible Dual Sided Brochure
Broadway and River Road combined into one print piece
Full length is 4” x 18” folded down horizontally to 4”x 9” fitting a standard literature holder
When folded in half each corridor presents their area
One side with features Broadway, turned over, the other side River Road
Broadway
August 8, 2022 | Design Version 2.0
Data Collation = Database Provided + Google Street View
NOTE: Business Listing Accuracy is not 100%
River Road
August 8, 2022 | Design Version 2.0
Data Collation = Database Provided + Google Street View
NOTE: Business Listing Accuracy is not 100%
Comprehensive View with Retail Vacancies
August 8, 2022 | Design Version 2.0
Data Collation = Database Provided + Google Street View
NOTE: Business Listing Accuracy is not 100%
Broadway
~ 225 Places
~ 27 Eateries
~ 10 Retail Vacancies = 4%
River Road
~ 142 Places
~ 32 Eateries
~ 10 Retail Vacancies = 7%
Interested in sponsoring this brochure?
Dual Views with Sponsor Examples
Logo(S) + ad message area
On print and digital versions
Print goal is a minimum of 5000 pieces
Distributed at Medical Service Businesses, those noted in bold
Hyatt Place & Mavis Discount Tires
IHOP & Shop Rite
Coldwell Banker & Provident Bank
Sponsorship Marketing Value
Grow Brand & Location Awareness
Increase Community Trust by Offering a Useful & Unique Resource
Build Positive Fair Lawn Business Media Content for Northern NJ
Maintain local goodwill and status as featured content on the websites of the Broadway Special Improvement Corporation & River Road Special Improvement Corporation
Deliverables
A comprehensive local focused reference guide.
Distribution of 5000 high quality print brochures with up to 500 reserved for your location(s)
Two sets of digital files for unlimited integration on your website, web app, mobile app
Interested in sponsoring this brochure?
Comparison to our Phones
Do you see an edit?
We welcome your local eyes.
Please offer your constructive input.
Phase 1 Decision Agreement
• NEW businesses are those that have opened within 2 years, since Jan 2020
• Medical Service Businesses noted in bold will include Dentists but not Spas
• Liquor stores will be included as a food place in red
• The international eateries can be a unifying theme: Lebanese, Halal, Georgian, Middle Eastern, Filipino . . .
• River Road guide does not have all the side streets included in order to free up space for a community section
• The number of sponsors will be 2 plus a community section with a QR code
Phase 1 Ongoing Tasks
• Content Proof Reading: Google street view is very dated, local edit refinement is needed
• Phase 1 first test print of 3 design versions for board review & decision = completed
• Phase 2 sponsor solicitation will include a digital design mock-up on a dedicated handyguide.com page
• Phase 2 sponsor(s) proof will include 2 rounds of proofs, first one will be a 1 week digital review; followed by a second, a low volume physical of units for a 1 week review. With 2 sponsors this would be about 40 units each for a complete community review.
Phase 2
Distribution Calculations
Manual distribution of brochure will require: a storage place for inventory, a place to sort, mail or fill literature stands, filling of small or large stands, delivery of stands to participant list
• High volume print of 5000 units
• If each business listed is mailed 1 guide = 380 guides x mail labor/expense; 2 guides mailed/given to each = 760 units (postage & envelope expense)
• 2 sponsors each given 500 guides = 1000 guides
• Let’s assume there are 5 high volume distribution locations provided with a large stand and 200 = 1000 guides
• 10 moderate foot traffic places provided 100 guides = 1000 guides
• 20 low foot traffic places provided 50 guides = 1000 guides
This leaves about 250 guides for community events and new resident welcomes.
• A size mix of ~40 literature distribution stands: 4 tier, 2 tier, single.
Digital Options
• When Phase 2 is fully funded; a final digital version based on the print design will be made available as a download for use on any of the Sponsors sites, as well as on the Board sites
• It should be noted that the digital version can be updated and, if needed, expanded lengthwise to cover any new retail or professional grand openings
• Phase 2 can include a “Space Available” retail & professional office vacancy guide
• In the case that Phase 2 is not fully funded, then a QR code card will be provided linking to the digital version handyguide.com/FairLawnNJ for 1 year
• TBD: PR & Social Media announcement to area influencers with link to this page
QR Code Cards
Design version 1.0 of scan cards that can lead to a dedicated guide webpage.
Pages could act & serve as a web mobile app.
