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