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Pike Place Market Presents EXPRESS MARKETS

Pike Place Market Presents EXPRESS MARKETS. Strategic Communications Plan Prepared by: Aqura Brown Sara Meza Minita Clark Alyssa Otis Michelle Galves Cynthia Perkins Nicholas Janeway Wendy Smith. Origins of Pike Place Market.

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Pike Place Market Presents EXPRESS MARKETS

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  1. Pike Place Market PresentsEXPRESS MARKETS Strategic Communications Plan Prepared by: Aqura Brown Sara Meza Minita Clark Alyssa Otis Michelle Galves Cynthia Perkins Nicholas Janeway Wendy Smith

  2. Origins of Pike Place Market • Organized at the beginning of the 20th century to directly connect Seattle farmers and consumers, cutting out wholesalers • Market proposed by City Councilman Thomas Revelle in response to consumer uproar over soaring produce prices • Opened in summer 1907 with farmers selling out their produce in minutes

  3. Preservation and Development Authority (PDA) • Economic hardship after World War II • Aging buildings scheduled for demolition in the 1960’s • Pike Place Market Preservation and Development Authority created • Manages the Market Historic District and most of the buildings

  4. Express Markets • Offered in 3 locations - bringing fresh and local to the residents and workers of downtown Seattle • City Hall Plaza and South Lake Union locations service organizations such as IMDB and institutions including the Seattle City Clerk, Seattle Legislative Department, and many more • Pioneer Square in Occidental Park added this season

  5. The Downtown Seattle Market and Key Publics • City of Seattle has an estimated population of 634,535 (2012 Estimate), with 9% living in the downtown area • Median Household Income (2007-2011) $61,856. • As of 2010, Seattle has 7250.9 persons per square mile, and in the downtown are is 20,510 per square mile • In 2012 ranked as America’s greenest-city and most vegetarian-friendly • In the downtown area: • 70% of residents are in single-person households • Over 2/3 between 25 and 54 • 51% have a bachelor’s degree or higher • Holds 41% of the city’s jobs (196,648 employed) • Over 59% of those employees in the service sector • Daytime population is nearly 214,000

  6. Key Publics • Local Farmers • Daytime residents of the downtown Seattle area who are part of the city’s well-known “green” culture or who maintain a vegetarian diet

  7. Goal Increase revenue produced by Pike Place Market’s Express Markets during the upcoming 2014 season.

  8. Objectives • Increase Express Market attendance in 2014 by 30% • Increase localresidents’ opportunity to visit Express Markets with increased hours and location offerings • Increase Express Market revenue in 2014 by 20% over 2013

  9. Communication Channels to Reach Target Market • Social Media • Direct Mail • Radio • Public Events • Online Marketing

  10. Mission Statement Support and expand the connection between local farmers and residents by conveniently providing fresh, accessible produce that promotes healthy, green lifestyles in a way that brings the farmers market directly to Seattle residents.

  11. Messages • Primary Messages • Connecting Seattle farmers to Seattle consumers • Conveniently located in the the heart of downtown Seattle • Express Markets is where locally grown meets locally enjoyed. • Secondary Messages • Quality, local produce brought directly to your downtown neighborhood, promoting a healthy lifestyle • Giving Seattleites the opportunity to support one another, as local farmers are able to sell directly to consumers whose accessibility to affordable and quality produce has broadened, allowing them to live a not only healthy but green lifestyle.

  12. Channels for Message Distribution

  13. Local Television • KOMO News • Community events featured on website • Featured spot on “Healthworks” • Coverage of season opening at Express Market location

  14. Local Radio • Top Stations for the 6:00-10:00 AM slots in 25-34 year olds • “107.7 The End” • Community focus- promotes local Seattle • “Seattle Kitchen”

  15. Website and Blog • Create as a sub-domain off of pikeplace.org • Promotes SEO results • Gives visibility to Pike Place’s existing online audience • Partner with Seattle.gov to place a link to Express Markets sub-domain on their website • Blog: Eat Healthy Seattle • Content Topics will drive Social Media Posts • Recipes and cooking demos • Healthy eating • Benefits of organic vs. non-organic produce • Educational information • Featured bios on Express Market farmers • Infographics

  16. Social Media - Facebook • Link from Pike Place Market page to Express Markets page • Engage followers with polls, trivia, reminders of upcoming events/market locations • Allow users to upload photos from the Express Markets and check-in for deals

  17. Social Media - Instagram • Daily photo of Express Markets • Featured produce • Daily Specials • New Additions • Allow users to upload photos from Express Markets - #expressmarkets

  18. Social Media - Twitter • Daily post on Express Market updates • Shortened link to longer blog or Facebook post • Upcoming Events, Daily Special, New Additions • Utilization of hashtags

  19. Social Media – YouTube • Express Markets channel will showcase their value • First-hand look at the Express Markets • Segments featuring: • Origins of the produce • Interviews with vendors and farmers • Creative recipes and demonstrations

  20. Social Media - Pinterest • Current audience: • Educated women • Average income $75,000 • Featured Content • Recipe feed from blog • Infographics from blog • Photos of Express Markets environments and produce

  21. Express Market Events • Employ Eat Healthy Seattle Street Team • Eat Healthy Seattle swag: Veggie peelers, apple corers, reusable shopping bags • Cooking contests: Based off of blog recipes • Public Events • “Locals Only” deals • College Days

  22. Direct Mailer – Local Business Handout

  23. Timeline

  24. Evaluation Points • Achievement of a 30% increase in Express Market attendance in 2014 over 2013 • Successfully maintained increased hours at Express Market locations and regular revenue to sustain newer location at Pioneer Square in Occidental Park • Total revenue in produce and goods sold increase of 20% in 2014 over 2013

  25. Successful Channels • Local Radio • Events • Social Media Suite • Eat Healthy Seattle • Facebook • Twitter • Pinterest • YouTube • Instagram

  26. Less Successful Channels Modify: Direct Mailers Eliminate: Local News Disadvantages: Single spot to reach limited number of interested viewers Recurring advertisement creates resource stress • Conversion of Direct Mailer to E-Mail • Advantages: • Cost effective • Direct link to Eat Healthy Seattle • “Green” option • Ability to control time of receipt

  27. Lessons Learned and Adjustments Made • Importance of having a fractal view of key publics • Analysis of the COCA and ROI of channels utilized

  28. Questions/Comments? Pike Place Market – Express Markets Strategic Communications Plan

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