CocoWalk Retail Development

CocoWalk Retail Development
Consumer Announcement Campaign (Phased Grand Opening)
Target & Objective
Announce, to consumers within a 10-mile radius,
the grand opening of Coconut Grove’s first specialty
shopping center, and create excitement and anticipation.
Assignment/Creative Solution
The architect’s renderings were incorporated into a
series of large puzzle piece-shaped mailings which
helped illustrate how the complex’s diverse stores,
restaurants, and entertainment venues create a unique
experience. Visitors who attended the grand opening
received a “CocoCard” good for complimentary
beverages, meals and discounts, plus a chance to
win a Grand Prize.
Rainbow Porsche
New Customer Drive (Acquisition)
Target & Objective
Boost awareness of South Florida’s newest Porsche
dealership and incent trial among Porsche owners
to bring their cars to Rainbow for service.
Assignment/Creative Solution
Create an emotional connection with Porsche
owners by recognizing that they are very particular
about where they bring their cars for service. Label it
“PMS” (Porsche Mania Syndrome) and offer the cure:
Rainbow’s Elite Porsche Service including amenities
such as free detailing and free flat-bed service to
and from the dealership.
S&K Menswear
Retail Sales Driver (Retention)
Target & Objective
Existing customers who are members of
S&K’s Premiere Club and a small sampling
of prospects who fit the customer profile.
Build sales with a $20 OFF any purchase of
$50 or more offer.
Assignment/Creative Solution
Build excitement around new suit and sport coat
arrivals, plus a special promotion offering 2 suits +
2 shirts + 2 ties....all 6 items for $250! Leveraged
“Dress Sharp” branding campaign to optimize media
spend in television.
Sterling Aventura Luxury Assisted Living Community
Key Influencer Mailing (Acquisition)
Target & Objective
Invite the sons, daughters, and caregivers
of aging seniors in need of assisted living to
attend the Grand Opening.
Assignment/Creative Solution
Humor and warmth were used to set a friendly tone
and suggest that The Sterling is not like other assisted
living facilities, and that assisted living need not be
associated with dire circumstances. Generate
response with a “Grand Opening Lunch Invitation”,
and brand The Sterling as a luxury facility by using
upscale photos of amenities and food shots in a
full-color brochure.
SpringLite Bottled Water
Consumer and B2B Mailing (Acquisition)
Target & Objective
Household and business decision-makers within targeted delivery areas. Convert
prospects who are content with tap water,
or who may be buying bottled water by
the case or gallon jug at retail stores.
Assignment/Creative Solution
Establish the “Purity Story” behind SpringLite Spring Water,
and the convenience of delivery in standard 5 gallon or
new 3-gallon jugs. A provocative headline was used to peak
interest, and allude to the health benefits and consistency of
bottled spring water. Response rates as high as 10%
were achieved.