Agency Work > Salt Lake Shopping Center

CASE STUDY: SALT LAKE SHOPPING CENTER

Salt Lake Shopping Center is a medium sized shopping center located in Central Oahu. The Center primarily services the residential market with anchor tenants such as Blockbuster Video, Mc Donald’s, Safeway, and Long’s Drug Store.

Services:

Merchant media creation, coordination and relations
Event coordination and management (Easter, Hot Summer Nights Concert, Halloween, Christmas)
Creation and coordination of Center advertising–print and radio

Challenges:

Through past events, PCF Virtual determined that although SLSC events were very successful, we were not reaching potential new shoppers outside of our primary zip code area. We strategically needed to come up with a media and event campaign that would surpass our past events and create a stronger pull from outside areas.

Solution:

PCF Virtual coordinated several community events during the holidays. Christmas is the season of giving, and that is exactly what SLSC did in 2005 as we presented a Hometown Holiday to over 450 kids and families. PCF helped to create a unique edge among it's competitors and utilized activities everyone could enjoy. From ongoing entertainment, to Santa photos and balloon making, by far the largest draw was the 20 tons of "snow" that was delivered the day of the event. Families came out with their coats and gloves as they enjoyed making snowmen and angels in the snow.

Knowing that Easter was our next key event, and we needed to create a unique one of the kind promotion, we carried over the trend with an Egg-citing line up. Starting with our very own Easter bunny arrival and live petting zoo consisting of over 20 animals, families also enjoyed a mall-wide scavenger hunt, pony rides, carnival rides and interactive entertainment. In conjunction with the Hawaii Foodbank, we were also able to raise over 900 lbs of food within a 3 hour period.

PCF Virtual recommended to create a media package consisting of a full color insert featuring the center's merchants, targeted to over 29,000 homes in our primary and secondary zip codes. In addition, we added a full schedule event oriented radio spot to reach beyond our target market. By saturating the island through print and broadcast, our event reach and frequency grew by 45% over past years.

Results:

By creating unique one of the kind activities for Hawaii's community and increasing media efforts, events have shown significant increases of 35% over past years. Our efforts have also shown an increase in traffic from outside our primary and secondary zip codes, proving Salt Lake Shopping Center's ability to boost sales beyond expectations.