City of Rifle
Rifle, CO

Rifle Roundabouts Project

Communicate news to citizens about the project, and mitigate economic impacts to retailers caused by this major construction project

  • Create strategy and program for communications
  • Coordinate team from City and contractors
  • Develop a weekly system of communications to public via media
  • Develop and implement a program to draw business to retailers in the affected area
  • Create advertising, PR and collateral materials

In constructing two roundabouts to ease traffic flow and access onto I-70, the City of Rifle, CO knew it would negatively affect the bottom line of adjacent local businesses. Working with the City and the Rifle Area Chamber of Commerce, WestGroup created a “Survivors” program, playing off the popular TV program for fun while letting local businesses know that the City genuinely cared.

For this program, we created:
  • A “Roundabout Survivor” logo – “outdrive, outsell, outsmart”
  • An informational newspaper ad – this is what’s happening and why
  • A Roundabout Survivor newspaper ad – featuring discounted specials offered by merchants to draw business to the roundabout construction zone
  • A radio campaign of Survivor ads
  • A special t-shirt that was distributed (10 each) free to affected merchants for use by staff, as a promotional giveaway and more.
The colors for the above materials were, of course, black and construction orange! Paid for by the City, and supported by the Chamber and two construction firms, the program also included media relations, weekly construction updates and a radio remote broadcast with giveaways.

Did it work? Merchants loved the ad exposure and the t-shirts, people in Rifle still talk about the program and even the most vocal disgruntled store owner at the inception of construction can be seen wearing her Survivor t-shirt today. Rifle is full of “roundabout survivors” and they’ll tell you all about it.
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