The city of Chicago is currently in phase two of returning to business-as-usual. What does this mean for your business? Below, we help explain the reopening of the city phase by phase, what that means for your business, and what type of messaging and content would work in each phase.
First and foremost, the health of the residents of Chicago is of the utmost importance. For this reason, the slow reopening of the city is vital to its longevity. Each phase relies on public health data to maintain the safety of the people in Chicago. Updates will be received almost every day, and the reopening might look different in specific areas of the city and the surrounding suburbs. At the moment, the city is in phase two, though that may change depending on data.
Phase 1: Rapid Spread
In Phase 1, COVID-19 is spreading rapidly throughout the city, and new cases increase every day. This is the phase we just left behind, thanks to social distancing and stay-at-home measures. However, if the mitigation efforts set in place don’t work, there is always the potential of returning to this phase in order to protect the residents of Chicago.
During this phase, only essential businesses are open. That includes hospitals, grocery stores, delivery services, and more.
Marketing during this time for your business is actually essential. Your target audience is most likely home or on short trips to retrieve essential items like food. While you don’t want to push your products at such a difficult time, there are many options for you to provide a helpful message that will be positively received. Connecting with your community in your community with heartfelt messages is critical.
For those choosing to cut spending on marketing and advertising, this is not the time to stop thinking about it. This is the time to work with your outdoor advertising company in planning the next step with your creative, locations, and messaging.
Free Marketing Guide
Marketing during COVID-19 can feel like uncharted territory. We did the research and created a simple guide for you to develop messaging and think long-term. Download our guide for guidelines and resources to keep your marketing strategy active.
Phase 2: Flattening
In Phase 2, the rate of infection is decreasing and the cases are moving toward a flat trajectory, meaning there is not a substantial increase in cases. In Chicago and the state of Illinois, Phase 2 began on May 1st.
Some businesses can begin reopening but in limited capacities. For instance, non-essential retail stores can reopen and provide delivery and curbside pickup. While still practicing social distancing, people can safely enjoy outdoor activities.
While still not back to normal, Phase 2 is a tremendous step forward. If your business can pivot and provide a version of the service you provided pre-COVID, this is the time to consider what that may be. Restaurants are having servers deliver food, psychologists are holding therapy sessions virtually—as Einstein said: “The measure of intelligence is the ability to change.” But the challenge is getting that message of your altered service out to the public. With many fearful of visiting businesses they perceive as non-essential you need to let them know of the changes you’ve made. The best way to distribute that information is directly where your audience lives with OOH.
But most importantly, if you can open and provide a service, tell your customers that you are open! Share as much as you can via social media and your website, but most importantly meet them where they live with outdoor advertising. People perceive outdoor advertising to have more honesty and authenticity, and during times like this, that extra trust and credibility are key.
Plus, since many Chicagoans are re-emerging from their homes after several weeks of staying in, it’s a great time to invest in out-of-home media.
Phase 3: Recovery
Starting on May 29 at the earliest, different regions of Chicago can begin moving to Phase 3 if the rate of infection is stable or declining, along with patients being admitted to the hospital and ICU.
During Phase 3, manufacturing, retail, offices, barbershops and salons can reopen with some limitations on capacity and extra safety precautions. Groups are still limited to 10 or fewer Although still not out of the weeds, Phase 3 will be a great success for the people of Chicago. Life can almost return to normal.
For marketing purposes, some great messaging could feature “We Missed You!” slogans or perhaps even more specific lines like “Get a Haircut on May 29.” Remember, people have been abstaining from many social situations, and returning to them in a safe manner will be an exciting moment. If you can capture that with your messaging, you’ll be one step ahead.
Show your customers you’re ecstatic to have them back, but make sure you’re also demonstrating the safety precautions you are taking to ensure we continue onto the next phase.
Free Consultation
Are you unsure about how to shift your marketing campaign for the current moment or how to plan for the future? We are here to help. We have set up free consultations to help businesses create emphatic messaging for the duration of COVID-19, along with strategic advice to help plan for the bounceback.
Phase 4 – Revitalization:
Reaching Phase 4 means cases and patients admitted to the hospital continue to decline. Plain and simple, it would mean the virus has been mostly contained, and hospitals have extra room to deal with a sudden surge if needed. There is still no projected date for Phase 4.
For the first time in a long time, gatherings of 50 people will be allowed. Restaurants and bars reopen for dining in, travel can resume, and schools and daycares can open again as well. Again, wearing masks and social distancing are still important to maintain this phase.
Messaging at this time could be uplifting: “We Are Almost There!” You could also advertise a grand reopening for your restaurant or bar. People have missed coming to eat or drink at your business, so why not make it a (safe) party? Remember, summer is coming up, and with it Chicago becomes alive again. So it’s important to tell ‘em you’re open.
Phase 5 – Illinois Restored:
Phase 5 is the big kahuna. Either a vaccine or treatment has been made widely available, and after no new cases for a significant time, everything can reopen to normal capacity.
New in this phase are conventions, festivals, and any large events. Lollapalooza, Pitchfork festival—Chicago is back. There will be an outpouring of activity throughout the city, so make sure you are advertising out there for everyone to see you. Get on a billboard on the highway, or make a more local impact with HotSpots. The point is, any advertising out of home will be getting more impressions than ever.
Messaging during this time can be triumphant: “We Did It Together!” You can ask your customers to come celebrate with you, and give them incentives to pick you over your competitors. Don’t just tell ‘em you’re open—share the excitement with them of being able to return to normal after such a difficult time.
As the city reaches different phases, make sure your first priority is communicating with your audience about your status. If you are open, tell ‘em! Give them the details, and update them on any changes. Your customers want to come see you—make it easy for them to do so safely.