Putting the “College” Back in College Square Mall

Putting the “College” Back in College Square Mall

Lauren Anderson, Kylia Bleam, Nate Ross & Kandi Klacik

College Square Mall has over 50 name-brand stores, specialty boutiques, restaurants and services.

College Square Mall is home to the area’s only Von Maur, Aeropostale, American Eagle Outfitters, Express, Hat World and Select Comfort.

Background

Viking Road Business area ex. Target, Wal-mart, Blane’s, etc.

Main Street Cedar Falls

Waterloo’s Crossroads Mall

Competitors

Not enough college students are shopping at the mall.

There aren’t many incentives for students to shop at College Square.

The mall is seen as “dead” and “boring” compared to other area shopping centers.

Situation

No specific ads for college students. No ads on campus. Stores that offer discounts don’t make

students aware of it or advertise it. Do not encourage or speak to stores about

discounts/marketing techniques. Unfilled marketing manager position. No actual campaign or P.R. person.

Mall’s Marketing Critiques

Conducted 2 surveys of more than 100 students, asking a series of questions about how often students shop at College Square and how aware they are of college discounts available to them at the mall.

Conducted impromptu interviews of store staff and management along with a survey for store managers.

Research & Results

Primary Public: UNI college students

Secondary Public: Mall store managers

Target Public

Goal 1: To increase student awareness of discounts at College Square Mall leading to 25% more student traffic by December 31, 2012.

Goal 1

Tactic 1: Put up table tents in Maucker Union and the Rialto and Piazza Dining Centers promoting deals and discounts at stores.

Tactic 2: Post on the mall’s Facebook page about deals and discounts for college students at certain stores.

Tactic 3: Post flyers around campus to inform students about the discounts available to college students at College Square Mall.

Tactic 4: Commercial to target college students.

Tactic 5: Advertise mall deals during college sporting events.

Tactics for Goal 1

Implementations

Table Tents Flyers

Goal 2: To get 4 more stores in College Square Mall to offer a college discount by December 31, 2012.

-Tactic 1: Present stores that don’t currently have college “deals” with options for college students and help them implement the discounts.

-Tactic 2: Get mall management on board and help get stores to participate in discount options for students.

Goal 2

Implementation

Presented stores with options for offering discounts

Met with store managers

Goal 1: This goal was a success!- 81% of students said that they would shop at College Square Mall after learning about the student discounts offered.

Goal 2: Was not successful.- We only got one store to create a student discount and our goal was to get 4.

Evaluation

Strengths: - Managers at stores targeting college students were enthused about our campaign and cooperative with taking our survey. - Students were enthused about taking our survey.

Weakness: - Conflict with receiving surveys from stores. - Conflict with reaching management.- Issues with corporate involvement.

Opportunities:- Because there were few stores that offered college discounts it left room for growth.

Threats:- Corporate involvement

SWOT

Questions?