In the back of the Village retail center, in the heart of Boulder, CO., there is a small cluster of children-related shops that are often missed by the Village visitors due to its location. Compounding the issue was a general lack of awareness within the Boulder community about this small group of wonderful children’s stores. Our challenge was to increase awareness on a limited budget, coordinate multiple stores, to drive traffic both from the center and outside the center to improve sales.
We had a multi-tiered approach to building awareness both in the Boulder area as well as with visitors who were in the center. Our first step was to brand the area as ‘Kids Row’. We created a logo and a set of branded marketing tools to help build their audience. We created a Kids Row mini website, an eblast and list-building program, a social media program, and a blog to build audience and awareness. In addition, we reached out to mommy bloggers and community partners to help spread the word, and created a destination event, The Snowman Festival, to generate foot traffic. Our second step was to create a unique wayfinding signage program to place within the center, to direct customers to ‘Kids Row’. Utilizing prefabricated caution signs, used in kid-filled streets, we retrofitted these to become directional signage, borrowing the kid-related awareness already created by their usage.