In the back of the Village retail center, in the heart of Boulder, CO., there is a small cluster of children-related shops that are often missed by the Village visitors due to its location. Compounding the issue was a general lack of awareness within the Boulder community about this small group of wonderful children’s stores. Our challenge was to increase awareness on a limited budget, coordinating multiple stores, to drive traffic both from the center and outside the center to improve sales.
Create a brand and spread the word.
We had a multi-tiered approach to building awareness both in the Boulder area as well as with visitors who were in the center. Our first step was to brand the area as ‘Kids Row’. We created a logo and a set of branded marketing tools to help build their audience. We created a Kids Row mini website, an eblast and list building program, a social media program, and a blog to build audience and awareness. In addition, we reached out to mommy bloggers and community partners to help spread the word, and created a destination event, The Snowman Festival, to generate foot traffic. Our second step was to create unique way-finding signage program to place within the center, to direct customers to ‘Kids Row’. Utilizing prefabricated caution signs, used in kid-filled streets, we retrofitted these to become directional signage, borrowing the kid related awareness already created by their usage.
VENDORS: Design: Piper Vitale Designs
Branding – logo development
Branding – brand elements
Way-finding Signage to place throughout the Center
E-Communications – email sign up boxes for retailers
Event Marketing – Snowman Festival to create destination
Mini website and bloghttp://prallmarketing.com/wp-admin/post.php?post=1714&action=edit#