Dissatisfied with the level of attention it was receiving from the regional convention and tourism bureau, in 2008 the City of Glendale called upon Mueller Communications to assist with a new marketing and promotion venture designed to establish Glendale as the premier shopping, dining and entertainment destination on Milwaukee’s north shore. We began with targeted market research to develop a strategic plan to meet the City’s objectives. As a result of that effort, we worked collaboratively with the City and area businesses to establish the Glendale Convention and Visitors Bureau and launch Welcome to Glendale — a multi-platform effort to promote the many diverse assets of the City.

 

Tactics included developing new, signature community events designed to bring people into the City, along with development and use of key promotional assets — including a website, newsletter, visitors guide, community savings program and social media feeds. We have also worked closely with Glendale businesses and hospitality establishments to coordinate co-op marketing opportunities to highlight their businesses to target patrons.

 

At the outset of the effort, Mueller Communications helped concept, implement and support the coordination of the Wisconsin Beer Lovers Festival as a signature community event. In partnership with the Wisconsin Brewers Guild, Bayshore Town Center and Draft Magazine the event kicked off in 2010 and has grown into a “must attend” for beer enthusiasts across the country, welcoming more than 2,000 attendees annually and generating a significant increase in hotel occupancy.

 

In 2017, Mueller Communications worked with the City to organize the inaugural Root Beer Bash celebrating Glendale as the home of Sprecher Root Beer. We were responsible for developing promotional materials, securing earned media and managing a social media calendar.