SOUTH TOWNE CENTER

Issue

Prior to partnering with PPBH, South Towne Center’s marketing activities lacked an overall strategy and brand identity. With a goal of increasing foot traffic and sales, PPBH was hired to develop and launch a media campaign.

Solution

PPBH helped identify the audience, women ages 25-50, living or working within five miles of the mall. This target identification allowed for the best use of South Towne’s budget, focusing on those who are nearest to the mall in location and should choose South Towne as the first place to shop. A comprehensive marketing campaign with an approachable brand featuring shoppers and children, rather than fashion models, was developed. The plan also included new opportunities for advertising such as:

• In-theater advertising at nearby movie theaters
• Busboards and billboards within the area
• Backlit signs at South Towne Expo Center
• Direct mail targeting women within a five-mile radius of the mall and recently expanded to include northern Utah County
• In-mall signage, including door clings and posters

Results

Since the kickoff of the new marketing campaign in March 2005, South Towne Center has continued to increase its traffic numbers each month, with an overall increase in traffic of 20 percent. For 2006 alone, South Towne reported the following:

• Increased mall traffic of 10%
• Increased traffic in December by 10.7% (over December 2005)
• Increased traffic in November by 20% (over November 2005)
• Increased sales by 8%
• Increased gift card sales by 32% following the holiday “One Great Gift Card” campaign