Putting the “College” Back in College Square Mall

1. Putting the “College” Back in College Square Mall Lauren Anderson, KyliaBleam, Nate Ross & KandiKlacik

2. Background • 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.

3. Competitors • Viking Road Business area ex. Target, Wal-mart, Blane’s, etc. • Main Street Cedar Falls • Waterloo’s Crossroads Mall

4. Situation • 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.

5. Mall’s Marketing Critiques • 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.

6. Research & Results • 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.

7. Target Public • Primary Public: UNI college students • Secondary Public: Mall store managers

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

9. Tactics for 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.

10. Implementations Table Tents Flyers

11. Goal 2 • 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.

12. Implementation • Presented stores with options for offering discounts • Met with store managers

13. Evaluation • 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.

14. SWOT • 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

15. Questions?