Franklin Chamber debuts marketing campaign for businesses impacted by U.S. 31 construction

FRANKLIN, Ind. - Ongoing improvements to U.S. Highway 31 have significantly impacted traffic patterns and affected businesses along the corridor. 

According to location analytics from pacer.ai, traffic has decreased by approximately 8% during the past year while construction was underway.  

In response, the Franklin Chamber of Commerce has launched a comprehensive information and marketing campaign designed to support businesses affected by the U.S. 31 road improvement project, while also keeping residents and visitors informed and engaged.   

“When traffic slows, commerce slows, and that ripple effect impacts all of Franklin,” said Rosie Chambers, President/CEO of the Franklin Chamber of Commerce. “Our goal is to help businesses stay visible, accessible, and supported during construction, while reminding the community to brave the barrels and keep Franklin businesses open and thriving.”

To get the word out, the Franklin Chamber has created a mascot: Barry the Orange Barrel. Barry will share information about the phases of the U.S. 31 construction through Franklin and help keep you connected to the impacted businesses.

The Chamber’s planned initiatives include:

• Facilitating a business meeting with impacted business owners and managers alongside City leaders
• Development and distribution of clear and easy-to-understand information brochures for customers and visitors
• Branded stickers and window clings for participating businesses
• Supplemental signage to support awareness and access
• A dedicated business support page on the Chamber’s website
• Advertising and story coverage in local publications
• A coordinated social media awareness and engagement campaign
• A media toolkit to help businesses promote themselves during construction

While the U.S. 31 improvement is an INDOT-led project, the Chamber’s efforts are intended to be supplemental and are being carried out in partnership with City leadership. 

“These improvements are important for Franklin’s long-term growth,” Chambers added. “We are focused on ensuring our businesses have the tools and visibility they need to weather the disruption and continue serving our community.”    

If the initiative sounds like something your business wants to be a part of, an informational meeting is being planned. Call the Chamber directly for details.

For more information on the marketing campaign, visit franklincoc.org/us31-project or contact the Franklin Chamber of Commerce.