Honey Creek Mall is a powerful retail draw
for nine counties in west central Indiana and east central Illinois.
Nearly three-fourths of the area’s population visits the
mall at least once a month. Local research shows that customers
want their regional mall to be more than just a shopping center.
They expect an entertaining experience and family oriented activities.
They are Internet-savvy and will read eMessages from the mall.
Honey Creek Mall faces competition from
local super stores and strip malls, as well as from malls and
stores in Indianapolis just 60 miles away. Established business
goals from the mall’s management company are to aggressively
grow sales and maintain market dominance. This has translated
to goals of creating a new image/brand, increasing sales per square
foot, increasing sales in the food court and building additional
sources of revenue, which have necessitated reevaluation of the
mall’s traditional print and broadcast advertising and in
fact the mall’s entire culture.
As a first step, through an exercise called
Unlocking the Power of Your Pledge®,
MillerWhite helped mall management develop a pledge that led to
the creation of a new tagline, jingle and creative direction.
The pledge exercise analyzes responses to several questions about
the mall’s benefits, customers and competition. The pledge
that emerged was, “Honey Creek Mall pledges to make each
shopper’s visit an experience that is entertaining, family
oriented and one-of-a-kind,” and the tagline that was created
was “It’s All About You.” That new brand/image
became a part
of the mall’s marketing.