Bethlehem Town Centre - Wish upon a Star

WHAT WERE THE CAMPAIGN OBJECTIVES?

The campaign objectives were to raise Bethlehem Town Centre’s profile within the Tauranga community. To help drive foot traffic to Bethlehem Town Centre to get people to enter a charity of their choice to win $5000.00 By positioning BTC as socially aware and caring for the local community we trade within.

DID WE MEET OUR OBJECTIVES?

Yes, the media support, shopper anecdotes and attendance at the prize giving illustrate the campaign’s success from a brand profiling perspective.

We received widespread free media support for this campaign because of its charitable focus. The Bay of Plenty Times, The Sun and More Radio FM all supported the campaign. All of these media suppliers contacted v.marketing every week for an update of entry charities nominated. We paid for advertising space for 6 issues of the paper and received free coverage with another 10 news features.

Radioworks offered further support by hosting the snow competition and prize giving without a fee. The charity draw and snow competition encouraged over 500 people to the centre, with many families arriving for the snow competition at 1pm and staying until after 4pm.

MARKETING MATERIAL

The campaign included the billboard outside BTC, star decorations, Christmas lights, store posters, entry forms, entry form boxes, the giant presentation cheque, web banner, website updates of charities, letters to charities, branded cars, press advertising with the Bay of Plenty Times and radio advertising with More Fm, Solid Gold Fm, The Breeze and Radio Live.

INCREASED AND IMPROVED WEBSITE TRAFFIC

Website page views during the campaign increased by 28.5% during the campaign
66.7% of the visitors to the website during the campaign dates were first time visitors to the BTC website, therefore the campaign attracted new people to Bethlehem Town Centre.
On average each visitor viewed 5.6 pages, therefore having a thorough look at the website. Spending about 3 minutes on the website.
70.81% of viewers used a search engine to find the website, which is fantastic because it shows people are actually searching for information
The vast majority of visitors were based in Tauranga, the next higher visitor location is Auckland.
Viewings for fashion on the website 34.13% from 167 views during the previous 6 weeks to 224 during the campaign
Dining was the second most popular page to visit.

All of this is positive news considering the website wasn’t a key focus of the campaign. It shows BTC is becoming well recognized in Tauranga and people are actively looking for us with search engines.

PUBLIC RELATIONS AND FREE MEDIA SUPPORT

We got a photo in the Bay of Plenty Times launching the campaign (the photo featured Rodney Wayne staff with posters, the star decorations)
Every week More FM’s breakfast team Vinne and Kirt called a charity that had been nominated at BTC and gave them $1000.00 worth of free radio advertising from Media Works Tauranga
Every week the Bay of Plenty Times printed the nominated charities and an update of entries and promotional details
Wish Upon a Star was featured front page in the Bay of Plenty’s ‘Reason to be optimistic’ campaign
More FM hosted and promoted a Snow Competition at Bethlehem Town Centre before the prize draw on August the 8th
The Charity prize draw was hosted by Vinne and the More FM crew
We had the photograph of the prize draw featured on the 2nd page of the Bay of Plenty Times.

ANECDOTAL FEEDBACK

Welcome Bay School promoted BTC in a school news letter, to inspire parents to enter their schools name
Many charities put a link to BTC on their websites to get people to come to BTC to enter their charity in the prize draw.
Customers from Options Living had very positive comments and said they had ‘enjoyed bringing the children down for the snow it was well organized and very well run afternoon fun had by all; also donation to a charity a good idea’
Furthermore the customers asked what the significance of the stars were in all the windows and it was a good talking point