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
Dec 30, 2015
Pike Place Market Presents
EXPRESS MARKETS
Strategic Communications Plan
Prepared by:Aqura Brown Sara MezaMinita Clark Alyssa OtisMichelle Galves Cynthia PerkinsNicholas Janeway Wendy Smith
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
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
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
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
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
GoalIncrease revenue produced by Pike Place Market’s Express Markets during the upcoming 2014 season.
Objectives Increase Express Market attendance in
2014 by 30% Increase local residents’ opportunity to
visit Express Markets with increased hours and location offerings
Increase Express Market revenue in 2014 by 20% over 2013
Communication Channels to Reach Target Market Social Media Direct Mail Radio Public Events Online Marketing
Mission StatementSupport 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.
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.
Channels for Message
Distribution
Local Television KOMO News
Community events featured on website
Featured spot on “Healthworks”
Coverage of season opening at Express Market location
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”
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
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
Social Media - Instagram Daily photo of
Express Markets Featured produce Daily Specials New Additions
Allow users to upload photos from Express Markets - #expressmarkets
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
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
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
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
Direct Mailer – Local Business Handout
TimelineMeasure Starting Point•2013 YE Revenue•2013 YE Attendance
Create Social Media Buzz •Begin Publishing Blog•Twitter, Facebook, YouTube, Pinterest to create buzz on blog
Utilize Pike Place Market Relationship•Link to Express Market sub-domain and social media
•Street Team to start here
Season Launch•Social Media Buzz•Local Radio Support•Street Team•E-mail Blast Coupon
Throughout Season•Regular Social Media Updates/Posts
•Semi-Regular E-mail blasts•Local Morning Show Hosts’ Testimonials
Season Closer•End of Season Specials/Focus•Continue Social Media post-season
•2014 YE Revenue/Attendance
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
Successful Channels Local Radio Events Social Media Suite
Eat Healthy Seattle Facebook Twitter Pinterest YouTube Instagram
Less Successful ChannelsModify: Direct Mailers Conversion of Direct
Mailer to E-Mail Advantages:
Cost effective Direct link to Eat
Healthy Seattle “Green” option Ability to control
time of receipt
Eliminate: Local News
Disadvantages: Single spot to reach
limited number of interested viewers
Recurring advertisement creates resource stress
Lessons Learned and Adjustments Made
Importance of having a fractal view of key publics
Analysis of the COCA and ROI of channels utilized
Questions/Comments?Pike Place Market – Express Markets
Strategic Communications Plan