The Challenge
Bel Aire Plaza needed a marketing and events coordinator for holiday events. Sparq soon was hired on as the social media coordinator, website and blogging coordinator, and now newly added email marketing coordinator.
What We Did
From hiring character talent, finding vendors, to print collateral for holiday events, Sparq is cornerstone in making the events come to life. Sparq also contracts assistance for the events, and takes care of recruiting volunteers and entertainment.
What We Achieved
Families come back year after year to say hello to the Easter Bunny, enter the Halloween costume contest, and take pictures with Santa. Our marketing includes posting on free event sites for community visibility, promoting our Facebook Events, and social and email marketing.
What Are We Doing Now
Sparq just finished our 4th year producing events for Bel Aire Plaza, Napa. In addition to the events, we’ve grown the email list to over 1,000, send monthly merchant offers to the subscribers, and keep the website updated. Our social media strategy includes merchant request posts, merchant events, sharing posts, and Facebook Events creation.
Our creative and diverse photography background also allows us to capture valuable videos and photos to share with online followers to create brand loyalty in the local neighborhood community.
In addition to the events and the monthly marketing, we launched a Holiday Multichannel Marketing Campaign in December 2018 that consisted of a targeted direct mail, email, and social media strategy.
This campaign reached out to almost 11,000 potential buyers with an average annual income of $60,000+ in a 10-mile radius of Bel Aire Plaza with an 8.5 x 5.5 glossy postcard. The same data was used to send three email blasts out to almost 5,000 potential buyers each. Each creative piece was focused on traffic through the merchant doors.
Early results offers us great feedback. The email database increased by almost 100 subscribers, the total open rate was 3.70% and the click through rate was .86% (which is within the standard range of 0.25-2%).
One of our restaurants also told us that many have used the redemption code already. In addition to the happy tenants, the Bel Aire Plaza website stats on unique visitors hit an all-time high not only once, but twice, during the campaign. The results suggest that the multi-channel campaign resulted in heightened brand awareness, increased lead generation, and customer acquisition.
