The Brookside Shops have been fulfilling the vision for the absolute best in neighborhood shopping, dining and services for nearly a century. Generations of Kansas Citians have turned to the Brookside Shopping District to meet their everyday needs along with the extraordinary, too. Located at 63rd Street, between Main Street and Wornall Road, over 80 shops, restaurants, and service providers call this area home.
Objective
In an effort to encourage shopping during a slow season, and to partner with The Brookside Farmers Market which brings in unique customers weekly, we created Brookside Market Days. This event occurred every Saturday, August through September, and encouraged Farmers Market attendees to stay in the Brookside area after picking up their fresh veggies and shop at local Brookside businesses.
Audience
Brookside is home to married couples with kids and a bustling household, or young millennials who have recently settled in this beloved Kansas City neighborhood. Brooksiders love the small-town charm of their community that is more than just shops and restaurants, but also a thriving area with regular events.
Primary:
Female, age 35-60, HH income $100,000
Digitally plugged in via desktop, laptop, mobile devices.
Entertainment Seekers:
Former Brookside resident
Active on Facebook, Twitter, Instagram
Zip codes:
64113, 66208, 66205, 64114, 64110, 64131, 66206, 66207
Key Objectives
Increase foot traffic and reach potential customers that attend the Farmers Market in the Brookside area to shop and dine on Saturdays.
Key Messages
1. Brookside area merchants and restaurants are teaming up with the Brookside Farmers Market throughout August and September to offer discounts, sales and events to those visiting the Farmers Market.
2. In its inaugural year, Brookside Market Days is an effort to encourage patrons to “Live Local.” Local merchants and restaurants will be hosting events, offering specials and more throughout August and September in collaboration with the Brookside Farmers Market through Brookside Market Days.
Success/Results
The Brookside Market Days Facebook event reached 9,123 people and earned 881 responses. Throughout August, overall post reactions on the Facebook page increased 17% and increased 52% throughout September. The lifetime post total reach of BKS Market Days posts was 21,640. Impressions reached 34,147 users. In total, 377 users engaged with Brookside Market Days content. Sales increased 10% over last year for the August-September time period.
