overviewoverview
A casual comment by a VIA Marketing employee to the Executive Director of the Hammond Urban Enterprise Association (HUEA) launched a comprehensive public relations campaign on behalf of the City of Hammond and HUEA. Although negotiations with the site developer and Bon-Ton, Inc. to retain Carson Pirie Scott in its current Woodmar location are moving ahead, public perception was that nothing was happening.
planning the campaign
VIA met with key city staff and identified these goals:
Two major events were planned to support the goals:
Getting the public to support the campaign was crucial; therefore it was decided to enlist the help of community leaders. More than 20 people attended a meeting held the week between Christmas and New Years.
executing the campaign
Community leaders left the meeting with several tasks and tools. They had been briefed on the project and asked to
On a cold, rainy evening less than two weeks later, the gym and cafeteria of Jefferson Elementary School were packed with those who came to the public meeting to find out the status of Carson’s. Although the committee had prepared the Mayor to answer environmental, zoning and other technical questions regarding the project, most people who spoke simply wanted to voice their support.
The weather cooperated as rally day was partly sunny with temperatures in the low 30s. A colorful tent drew the crowd together; a local restaurant donated hot chocolate and coffee. The 300 signs proclaiming “We Love Carson’s” distributed among the participants lent a festive air. People were encouraged to step up to the mic and share their stories about Carson’s. Several told of buying their first suit or prom dress there. Hammond’s charismatic mayor led the cheers and the parade across the parking lot into the store.
VIA created several written pieces, including
enlisting the media
A public relations campaign can’t exist without the media. Emails and phone calls ensured good coverage. The Times led the way in coverage with several front page and editorial page articles as well as photos and articles on inside pages. They ran two guest editorials, one from the Mayor’s wife; the other from a prominent local businessman.
The Post Tribune covered the rally; Lakeshore Public Television covered the public meeting. WJOB radio set up a live broadcast during the rally. Chicago’s Channel 2 and Channel 9 television stations sent crews to cover the rally. Other local print and broadcast media covered the campaign as well.
Three paid ads were placed. One full-page ad ran in both local papers to publicize the public meeting and rally. Another full-page ad ran after the meeting to publicize the rally. A smaller ad ran in mid February to thank supporters.
conclusion
The campaign succeeded by informing the public and by solidifying the community:
Negotiations with the developer continue, in the meantime Carson’s in Hammond remains a viable retail destination.
