Located in the heart of Burnaby’s retail world, it would seem that The Madison Centre has formidable local competition to attract clients. A marketing plan needed to be created – one that defined the unique selling proposition of this centre anchored by Save-on-Foods and Winners.

Mall management came to Red Rocket to help them compete with the “BIG BOY down the road.” An effective plan was created. It started with identifying the target market. The process included 450 exit interviews with shoppers; and thus The Madison Centre shopper demographic profile was created.

We were given insights as to why these people chose The Madison over other retail centres in the trade area. Shoppers appreciated the generous covered parking and easy access to The Madison’s retailers. They also visited the centre to BUY, not to shop, or to walk around which is a typical mall drawing card. We distilled their feedback to: get in, get out, and get on with my day. As a result the delightful “Get it Done” tag line came to life.

The check list creative is simply brilliant. It can be easily adapted for seasonality and has longevity. The design solution has been successfully applied to every aspect of the media plan fortifying their unique brand in the marketplace. The annual program includes targeted unaddressed admail, site specific outdoor advertising, in mall poster rotation, regularly published tenant newsletters, print ad support and customer appreciation give-a-ways.

We believe a strong brand has staying power and can be translated across all mediums.