winnipeg's the bay downtown: a destination worth visiting
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The Bay Downtown:
A Destination worth visiting
Strategic PR Plan
Prepared by: Therese Gerhard
December 3, 2012
Note: the projects mentioned here are the creations of this author
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Background:
Hudson's Bay Company - Canadas merchant since1670
HBC is North America's longest continually operatedcompany
The Bay (branded as such in1964) is Canada's largestnational branded department store with 99 locations
The Bay provides stylish, quality merchandise at greatvalue and with a dedicated focus on exceedingcustomers' expectations
Winnipegs the Bay downtown building - opened in1926
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The Challenges:
The Bay downtown in Winnipeg is losing customers
The Bay is concerned that there will be further losswith the closing of its Zellers store in March 2013
There is a global economic downturn which can affectManitobas economy
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The Challenges:
Downtown Winnipeg has a negative reputation whichis keeping people away from shopping at the Bay
downtown
The Bays downtown building is old and in need ofexpensive renovations
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The Possibilities:
The Bay downtown is in the process of renovating the
four floors currently in use
The Bay will re-merchandise much of the store
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The Possibilities:
The basement of the Bay downtown will receive newtenants
Extra Foods will move in once the renovations arecomplete
Opening day for Extra Foods is projected to beAugust 19, 2013
Three food courts/deli areas will be included in the
supermarket area
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The Possibilities:
The Paddlewheel Restaurant on the 6th floor is
undergoing renovations
The restaurant will remain open for most of therenovations, although in limited capacity
The restaurant will close for two weeks in earlySeptember and have an official re-opening onSeptember 19, 2013
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The Possibilities:
The Bay downtown is also setting up new historicaldisplay areas on the 6th floor, called HBC History Lane
All of the improvements will be completed for openingday on September 19, 2013
In time for the eco-tourist season
In time for the Christmas season
In time for the start of business conventions
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Objectives:
Create awareness and interest about the Bays new andimproved store, merchandise, supermarket and
restaurants.
Find new and innovative ways to attract new audiencesand generate new business, boosting sales and
increasing profits.
Create a learning environment and encourage pride inHBCs Canadian history through the HBC History Lane
and HBC Collection gift stores.
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Audiences:
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Existing customers
Civic Organizations such as Government of
Manitoba Department of Culture, Heritage & Tourism;Downtown Winnipeg Biz; Tourism Winnipeg
Downtown Winnipeg residents
New immigrants/visitors to Winnipeg/Manitoba
Downtown shoppers/visitors
Downtown employees
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Audience Concerns:
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Existing customers and downtown residents want:
to shop where its convenient and safe
good parking opportunities
good shopping experience (service) good value, good products
supermarket in downtown area
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Downtown Winnipeg Biz;Tourism Winnipeg/Manitoba Heritage objectives:
to improve perception of downtown
to encourage more tourism, shopping and visits
to downtown Winnipeg
to promote the history of Hudsons Bay Co.to all Manitobans, tourists and visitors to the province.
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Tourists: want to learn about city/province, and its history.
they would also like to shop for souvenirs, etc.
New immigrants to Winnipeg/Manitoba:
need place to shop and things to do
Downtown employees, shoppers and visitors:
want to make use of restaurants and shops duringtheir lunch hour, after work and while downtown forother reasons
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Key Messages:
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Key Message to all Audiences:
The Bay downtown offers a newly renovated sit-downrestaurant, three food court options, a new grocerystore, specialty gift shops and newly merchandised
departments.
The Bay downtown offers stylish, quality merchandise atgreat value with unparalleled service.
The Bay offers free admission to HBC History Lanedisplays and artifacts about HBCs long history in
Canada, as well as HBC Collection products for
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Tourists and visitors to Winnipeg:
The Bay Downtown will preserve, promote and facilitateaccess to displays and artifacts that will provide anoverview of HBCs part in Canadian history, as well asprovide unique Canadian products for purchase.
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Strategy:
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Use key influencers and media to:
Build awareness and excitement about the Bay
downtowns newly renovated and re-merchandisedshopping facilities, including a new supermarket, theBays unique product lines, and the newly renovatedPaddlewheel Restaurant.
Educate people of Manitoba and visitors to Manitobaabout the historical component of Hudsons BayCompany and encourage visits to the HBC HistoryLane and gift stores at the Bay downtown.
Promote the Bay downtown as a Canadian destinationthat offers unique shopping opportunities, quality andstylish products with top notch service as well as freeadmission to HBCs History Lane on the 6th floor.
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Tactics:
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as opening day approaches:
develop press kits to distribute to local media
plan press event at the Bay downtown September 18
plan media luncheon at Paddlewheel Restaurant andtour of the Bays new renovations on September 18
set the Bays promotional campaign for September 19 October 1, 2013
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customer services
free Bay parkade validation at point of purchase
grocery carts available from the Bay to the parkade(south exit only)
safe walks to car available after 8:00 pm
groceries delivered to downtown address uponminimum purchase requirement
ongoing sales and customer appreciation events
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Local HBC Ambassador
During opening week and all promotional events, localFrench Canadian voyageur, actor, historian, educatorand tour guide, TiBert will be HBCs ambassador.
He will portray different characters such as a fur trader,voyageur, HBC official, and more.
He will draw attention to the Bays various departments,
and to ongoing special sales and promotions.He will be handing out promotional coupons andbrochures throughout the Bay department store and
outside of the store, in a colourful and dramatic manner.
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Offer taste samples, lunch specials, and restaurantcoupons for the Paddlewheel Restaurant throughoutthe Bay departments and outside main entrances
Send information packets to downtown businessesabout the newly renovated Paddlewheel Restaurantconvention rooms being open for business meetings
Host relationship building lunches with local tourcompanies, business convention planners, as well asTravel Manitoba and Winnipeg Tourism.
Downtown promotions
New Audiences and
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New Audiences andLong-term Relationships
partner with tour companies,
with business convention planners,with seniors groups/clubs,with Winnipegs Welcome Wagon,
with other appropriate organizations.
provide a package deal for group member to visit theBay and the Paddlewheel Restaurant for lunch or supper
For $20 per group member:- provide meal at the Paddlewheel Restaurant,- admission to the HBC Heritage Lane exhibits- a $20 coupon towards a minimum $50 purchaseat an of the ift stores or de artment stores.
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Invest in new campaign to bring awareness of theBays re-merchandising, renovations and new additions,using print ads, radio and television commercials
Share HBC historical events, stories and interestingtrivia on a daily basis via local media outlets
Through CJOB, the Bay will provide daily phone-inprizes for $50 gift cards from the Bay
Provide daily $100 gift cards to a winner that hasentered a promotional draw via the Bays Facebookpage and website link
Media BlitzSeptember 16 - October 1
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Media channels:
Citytvs Breakfast Television show CTV Winnipeg
Global Television Winnipeg Free Press Winnipegs Metronewspaper Where Winnipegmagazine CJOB radio social media such as the Bays Facebook page,daily blog and website
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During media blitz build awareness for a campaigncalled The Bays Community Focus using theseHBC programs:
HBC Foundation
HBC Rewards Community Program
HBC History Foundation
HBC Education Program
Foundations and Programs
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The Bays Community Focus
HBC Foundation is one of Canadas leading charitable
organizations.
For the last quarter of 2013 all donations in Winnipegwill be targeted towards the Change for the Betternon-profit organization working towards ending thehomeless plight in Winnipegs downtown area
The Bays top management will take part in the CEOsfor Downtown Sleepout taking place on September 26,
2013, raising awareness and funds for HBCFoundations year-end project Change for the Better
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The Bays Community Focus
HBC Rewards card holders can sign up for a Manitobaschool linking their rewards account to that school -anywhere from 10-100% of the reward value
During the promotion the Bay will double the dollar
value of HBC Rewards targeted for these schools HBC educational resources are available to students
and teachers for free through the Education Program
HBC History Foundation has archival materialsavailable for research and is headquartered inWinnipeg
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Timetable and
Budget:
To be determined
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Evaluation:
Footfall for the Paddlewheel Restaurant last quarterof the year - compare with other years
Footfall for the grocery store (in comparison toZellers)
Footfall for the HBC History Lane visits and profits
from the HBC specialty gift stores Online or on the spot survey encouraged at all p-o-p(point of purchase)
Evaluate the surveys for feedback
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Evaluation:
Compare profit margin - last quarter of 2013 with 2012
Evaluate sales stats for all departments andmerchandise sold
Evaluate website stats to see if website trafficincreased
Take note of traffic (likes) increases to Facebook,keep on top of feedback generated with all social media
Evaluate interest in HBC Rewards points as well asHBC Foundations and programs last quarter of 2013
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Questions
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We appreciate your
interest in doingbusiness withHBCs the Bay.
Together, we canbe ambassadors forCanada.