Kids Across the Shoals
Regency Square Mall
Florence, Ala.
During its 18-year history Regency Square Mall had developed a strong
relationship with its community--the Shoals area of northwestern
Alabama--and through a variety of programs had raised money for a number
of organizations.
However, center officials realized, Regency Square's community relations
needed a clearer focus if the center were to maximize the public
relations value of its efforts and generate the enthusiasm and
participation of its merchants. Also key to developing merchants' support
of a new campaign would be to involve them from the very beginning of the
planning process.
To encourage the entire marketplace to participate, the center refocused
its marketing efforts in support of local children. The new campaign
would raise funds and support volunteerism for local nonprofit children's
organizations.
OBJECTIVES
1. To create a new community campaign to benefit local
children's organizations by raising at least $20,000 in the first
year.
2. To achieve $8,000 worth of publicity for the campaign year.
3. To stimulate public awareness of the organizations' need for
volunteers.
4. To encourage mall merchants' involvement in the program.
5. To enhance the mall's position as a community partner and develop
instant association between the mall and the new campaign.
6. To increase mall small shop sales 5% over the previous year.
IMPLEMENTATION
Regency Square's merchant advisory board interviewed local children's
organizations and selected four for the campaign: Big Brothers/Big
Sisters, Boys & Girls Clubs of Northwest Alabama, Colbert/Lauderdale
Attention Homes, and the Shoals Chamber of Commerce's Partner in
Education program.
The mall held a contest among all mall store employees to create a name
for the campaign. One manager came up with "Kids Across the Shoals" and
was awarded a $50 mall gift certificate. To create visual recognition for
the campaign, the mall conducted a logo contest among children involved
in the four participating groups. Two finalists each received a $25 mall
gift certificate, and a logo was designed from their ideas.
The merchant advisory board created and implemented seven fund-raising
events for the 1996-97 campaign, including a basketball contest, Santa
and Easter photo sales, holiday gift wrapping service, and a "Coins for
Kids" coin drive.
Kicking off the campaign, the Chamber of Commerce held a breakfast at
the mall, which was attended by more than 250 community leaders,
businesspeople and merchants, who were encouraged to volunteer for the
selected children's organizations.
Merchants and local media were instrumental, too. Eight radio stations
each donated a two-hour live remote to help raise money during the coin
drive. A local radio station co-sponsored the basketball contest and
donated a live remote. Merchants donated $1,000 in prizes, gift boxes and
other supplies. A mall-based bank sponsored the coin drive, dedicated
more than 20 volunteers to fund-raising activities and donated $1,000 to
the campaign.
RESULTS
The Kids Across the Shoals fund-raisers brought in $20,745, more than
double any amount ever raised annually at the mall.
Positive publicity on radio, television and in the local newspapers
amounted to a $15,000 value, exceeding the goal by 88%. Participation by
volunteers in the four organizations increased 27%.
As much as 92% of mall stores participated in the fund-raising events by
donating money and supplies and serving as collection points.
The extensive exposure provided by the media, local schools and
businesses and the four children's organizations enhanced Regecy Square
position as a community partner and ensured that the mall was closely
associated with Kids Across the Shoals. Small shop sales increasecd 7%
during the campaign.
CREDIT
Owned by: Equity Properties & Development Co.
Managed by: The Rubin Organization
Professional recognition to: Jeff Odom, assistant marketing
director; Mark Valentine, CMD, general manager, marketing director;
Caroline Quinn, CMD, regional marketing director; Tim Colby, CSM,
regional manager.
EXPENSES
| Posters/banners | $900 |
| Barricade | 200 |
| Two breakfasts | 800 |
| Gift certificates/prizes | 400 |
| Gift wrap supplies/counter | 553 |
| Coin containers | 150 |
| Design/production | 500 |
| Photography | 75 |
| Supplies/administration | 434 |
| Total | $4,012 |
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