BHCP is an enclosed mall in Los Angeles, with GLA of 860,000 square feet anchored by Macy's, Wal-Mart, Sears and Albertsons. Center Marketing Advantage has been responsible for the center's marketing program for four years.
Based on the proprietary feeling Crenshaw District residents have about this shopping center, CMA designed the "Your Place" marketing campaign, featuring photographs of popular community stakeholders.
Each month, merchants receive a four page newsletter filled with promotion results, upcoming marketing results, upcoming marketing activities, General Manager's notes and photographs.
This group of store managers meets monthly with the marketing team to give input and support for the mall's marketing program.
This merchant incentive program rewards those who support the marketing program for displaying promotion counter cards, handing out bag-stuffers and actively participating in the mall's promotions. Each quarter, winning stores receive plaques, a celebration for their customers and free lunch for store employees.
Four gift-with-purchase programs are produced annually. Six tenants volunteer to be redemption centers, driving traffic into their stores. Enrolled Starfish tenants hand customers bag-stuffers featuring a description of the GWP and names of tenant redemption centers.
Newsletters are placed in racks throughout the mall featuring the 15 highest-value coupon offers submitted by the merchants. They also advertise the current month's promotions and events.
Nine local elementary schools are enrolled in this education and health initiative designed to support children in the community, while drawing traffic and creating sales for merchants. Key components of the program are:
Focused on African American families, workshops are held during Black History Month to assist family history searches. Genealogists are set up with computers to begin the searches with customers in Center Court.
Working with the local Lion's Club customers are invited to donated used eyeglasses in partipating merchant's stores and collect a free box of chocolates for each pair donated.