BrittLam TannerPearson GarretPierce AubreySteenhoek BritaniaBusby LauraSmith

TeamStrategicPlan The Shops at Riverwoods SWOT

Strengths Upscaleshopsforoldersettled families Continualentertainmentandevents Combinationofmidtoupscale restaurants TheProvoBeachResortiscomplete withbowling,ropescourse,carousel andsurfmachine,whichattracts studentsfordatenight/otheractivities Successfuleventswithlarge attendance Movietheatrehasgoodstudentpricing Weaknesses Shopsarenotgettingenoughcustomers Shopsdonotappealtothearea demographics Newstoreswontmoveinuntilthereis morefoottraffic Eventsbringattendancebutnot shoppersorfoottrafficduringtheweek Foottrafficwontincreasewithoutmore shoppers Targetedpublicsaremostlyhighend shoppers Locationisnotideal Restaurantsareexpensiveanddont appealtostudents Bordersrecentlywentoutofbusiness Threats UniversityMallandProvoTowne Center RoadconstructiononUniversityAvenue Otheremptystorefronts Therearecheaperandcloserplacesto shopandeat

Opportunity Locatedinacollegetownwithahigh numberofcollegeagedresidentsand potentialcustomers Potentialtoaddmoreappealingstores Primelocationforspecialevents Constructiononnearbystreetsis endingsoon

SituationAnalysis
TheShopsattheRiverwoodsaswellastheProvoBeachResort,whichbothsharethesame

lot,arelackingfoottraffictotheirstores.Theareawithinandsurroundingtheshopshostmanyevents thataresuccessful,yettheydonotbringinmanyreturningcustomers.BecausetheRiverwoodshasa slightlyhigherendtargetaudience,theyhavenotbeenreceivingenoughtrafficinthiscollegetown.With thecloseofbigstoreslikeBorders,foottraffichassignificantlydecreased,andnewstoresdonotwant tomoveinwithouttheassuranceofagoodflowofcustomers.Unfortunatelyfoottrafficmaynot increasewithoutnewstoresmovingin.Thereisanopportunitytoincreasefoottrafficbyenticing customerstocomeinfortherestaurantsandentertainmentvenues.Thiswillincreasesalesbecauseof thegreateramountofcustomers. Eventshavebeenheldinthepastwhichhaveshownapositiveincreaseinfoottrafficfora periodoftime,yettheydonotbringinconsistentcustomers.Thereisalsocompetitionwithtwonearby mallsthatgainmuchmoreattentionthantheRiverwoods:UniversityMallandtheProvoTowneCenter. WiththecontinuousconstructionalongUniversityAvenue,whichleadstotheRiverwoods,aswellas thepoorlocation,thiscouldcausepeopletoprefergoingtotheseothermallsoutofconvenience.

CoreProblem/Opportunity
Theproblemandopportunityareoneinthesame.ThereasontheRiverwoodsishaving challengesdrawingconsistenttrafficisbecausethereisnoanchortenant,andthereisasomewhat disjointedmixofshops.However,thevarietyofshopsconstitutesthethreeprongedappealofthe Riverwoods:dining,entertainmentandshopping.Eventhoughpeoplewillnolongerbepulledinbyan anchorstore,nowtheopportunityistoreinventtheappealofTheRiverwoodsasaplacethatmeets diverseselfinterests.IfTheRiverwoodsisunabletodrawcustomersonaconsistentbasis,moreshops willleavewhentheirleaseisupandtheRiverwoodswilleventuallygounder.

Goal
TheShopsatRiverwoodsgoalistoincreasethenumberofcustomersvisitingdailythroughreinforcing thevalueinitsentertainmentanddiningvenues.

Objectives
1.IncreasetheamountofpeoplevisitingtheProvoBeachresortandTheShopsatRiverwoodsdaily
by20%by1/20/13. 2.IncreaseawarenessofTheShopsatRiverwoodsasanentertainmentanddiningvenueonsocial mediasites. 2a.IncreasenumberofretweetsonTwitterfrom35to65permonth,andtweetstoThe Riverwoodsfrom15to30permonthby1/20/13. 2b.IncreasethenumberoflikesonFacebookfrom1087to2500by1/20/12,andthenumber ofpeopletalkingaboutTheRiverwoodsfrom116to260by1/20/12. 3.Increasetheamountofsaleswithintheshopsby20%by1/20/13. 4.Increasetheanumberofdiningcustomersby25%by1/20/13.

KeyPublic:MiddleagedWomen PublicProfile
ThispublicwillbecriticalinachievinggreaterfoottrafficatTheShopsatRiverwoods. Demographics Themembersofthispublicaremostlyintheagerangeof3550andaremotherswithfamilies.They livewithintheProvoandOremareas,andthemajorityaremembersoftheChurchofJesusChristof LatterdaySaints.SomeofthesewomenmayevenattendBYU. Psychographics Marriedwomenwithfamilies,especiallyintheProvo/Oremareaenjoyinexpensivefamily outingsthatallowthemtimewiththeirkidsandtheirhusbands.Also,theyaretypicallyanxioustofind goodplacesthattheythemselvesandtheirchildrenwillenjoytogetherasafamily.Inadditiontofamily time,thesewomenwillalsobelookingforaplacewheretheycangetawayfromtheirhecticfamilylife andmaybejustgooutonthetownwithsomeoftheirgirlfriends. Thegreatthingaboutthispublicisthatalthoughtheywanttoliveonacertainbudget,people withinthisagerangetypicallyaremoresettledin,meaningtheyarenotstillsufferingtheaftermathof tonsofstudentdebts,loans,etc.Thismeansthattheyhavethefundstobuynicerfurnishingsandother thingsfortheirhome.ThehigherendshopsattheRiverwoodscouldcatertotheirneedsinallaspects. Itisafunandgreatplaceforfamilyoutings,itcanprovideagetawayforthebusymomwitha nightoutwiththegirls,andtheshopsarefullyequippedwiththeclassyandbeautifulthingseverymother wantstheirhousetohave. MotivatingSelfinterests Theseincludespendingtimewiththeirfamiliesandspouses,beingfrugalwiththeresourcestheyhave andplanningforthehappinessandsuccessoftheirchildrenandspouses. StatusofcurrentrelationshipwiththeShopsatRiverwoods ThemajorityofourpublichaveprobablyhadapositiveexperiencewiththeRiverwoods.Mosthave probablybeentoaneventhostedthere,eatenthereforaspecialoccasionorbeentothetheateror ProvoBeachResort.Sowhiletherearenonegativeconnotationsthatneedtobeaddressedinthe differentpublicsminds,thereisstillafundamentalobstacleofthemnotviewingtheRiverwoodsasa placetovisitonaregularbasis. ThirdPartInfluentials Keyinfluentialsofthesemiddleagedwomenareothermiddleagedwomenwithfamilies,their husbandsorotherrelatives,socialmediasites(especiallyblogsandPinterest),andotherclosefriends. Objectivestheywillhelpusaccomplish Theiractionisnecessaryfortheaccomplishmentofallourobjectives.

Messages

PrimaryMessage:TakeabreakfromeverydayhomelifeandexperienceeverythingRiverwoodshas tooffer. SecondaryMessages: Whetheryouwantahigherenddiningexperienceorwanttheexperienceofdifferentcuisinesof theworld,therestaurantsattheRiverwoodshasmanychoicestooffer,suchasHappySumo, TucanosBrazilianGrill,Kneaders,MalawisPizza,MarleysGourmetSliders,Bajio,Subways, Shoots,RomanosMacaroniGrill,RockyMountainChocolateFactoryandLaJollaGroves. Takingabreakfromyourchildrenandgoingoutforanightonthetownwithyourhusbandwill strengthenyourmarriageandloweryourstress. AccordingtoastudydonebytheUniversityofPittsburgh,walkinghelpsyourmentalhealthas wellasphysicalhealth(RobaWhiteley,2011).ThepathsthatlinetheshopsatRiverwoods allowyoutoexperiencethethrillofthebigcitywhilestayinginUtahValley. Nottakingtimeforyourselfcannegativelyaffectyourhealth.Takingregulartimeoffto rechargeyourbatteries,therebykeepingstresslevelslower,cankeepyouhealthier, (ElizabethScott,M.S.,2011). Allowingyourselftospendtimewithyourfriendswillmakeiteasierforyoutofulfilltheneedsof yourfamily. PrimaryMessage:TheRiverwoodsoffersanexperienceforeverymemberofthefamily. SecondaryMessages: AccordingtoLouisianaStateUniversityAgriculturalCenter,studiesshowthatacharacteristic ofstrongfamiliesisthattheyspendtimetogetherinfamilyfriendlyenvironments. TheCarmikeWynnsongmovietheatercanbeafundatenightlocationaswellasagreatplace tobringtheentirefamily. WhenImovedtoProvo,IwantedashoppingexperienceIcouldenjoywithmyentirefamily.I foundthatwiththeRiverwoods,saysStaciBryson,anOremresident. TheProvoBeachResortisanideallocationtoplanafunoutingfortheyoungermembersof yourfamilyandcaterstoawiderangeofinterests,suchasbowling,aropescourse,surfingand acarousel.

StrategiesandTactics
Strategy:Tomotivatemiddleagedwomentovisittheshoppinganddiningvenuesmorefrequently throughsocialmedia. Tactics: PostdiscountsanddealsonFacebook, PostdiscountsanddealsonTwitter PostdiscountsanddealsonPinterest PostLikeusonFacebookandreceivecouponsanddiscounts!onFacebookpage HaveanExperiencetheRiverwoodsmediacontestaspromotionforfutureevents CreateaQRcodeforflyersandposters.Linkspecialdiscountsanddealstothem

 Postblogentriesongreatactivities/events/restaurantsattheRiverwoods Strategy:MotivatemiddleagedwomentovisitTheShopsatRiverwoodsmorefrequentlythrough wordofmouth. Tactics: Sendoutfacebookupdates Sendoutemails Radioannouncementsaboutupcomingevents Postersongrocerystoresbulletinboards Strategy:MotivatemiddleagedwomentotalkaboutandvisitTheShopsatRiverwoodsthroughmass media. Tactics: NewscoverageonKSLofeventsandrestaurantsattheRiverwoods Placecouponsanddiscountsindailynewspapers Radiocallinconteststowinfreemealsordates WritepressreleaseforlocalreportersonFridaynightHappyValleyFarmersMarket

KeyPublic:HusbandsofMiddleagedWomen PublicProfile
Demographics Themembersofthispublicaremostlyintheagerangeof3550andarehusbandsandfatherswith families.TheylivewithintheProvoandOremareas,andthemajorityaremembersoftheChurchof JesusChristofLatterdaySaints. Psychographics Thesemenaretheprovidersintheirhomes. Husbandsalsohavegreatinfluenceovertheirwifesmood.Takingtheirwivesonadatecan relievestressandshowthelovetheyhaveforher.Makingherfeelappreciatedisagreatwaytokeepa healthyandhappymarriage. Husbandsmayevenmakeitafamilynightwithallthechildren.Fathersarealsoinfluentialto theirchildrenandmayintroducethemtoallthemanyeventsheldattheshoppingcenter.Thesechildren areinfluentialtotheirfriendsandmaybethecauseofbringingtheirownfamilies. Husbandsareinfluentialinthehouseholdsdecisions. MotivatingSelfInterests Thispublicsinterestisdriventohaveanenjoyabletimewiththeirwifeandforthecareandconcernfor them.MiddleagedhusbandscanhelpinsparkingtheirwivesinterestinallthattheRiverwoodshasto offer.Havingadatenighteveryonceinawhilemayhelpthewomentohavepositivememoriesofthe Riverwoodsandwillencouragethemtocomebackwiththeirfriendsduringtheweek.Encouragingher

tocomebackwithherfriendswillmakeherhappierthroughouttheweekandhelphertobettertake careofherchildren. StatusofcurrentrelationshipwiththeShopsatRiverwoods ThemajorityofourpublichaveprobablyhadapositiveexperiencewiththeRiverwoods.Mosthave probablybeentoaneventhostedthere,eatenthereforaspecialoccasionorbeentothetheateror ProvoBeachResort.Sowhiletherearenonegativeconnotationsthatneedtobeaddressedinthe differentpublicsminds,thereisstillafundamentalobstacleofthemnotviewingtheRiverwoodsasa placetovisitonaregularbasis.TheyhavevisitedtheRiverwoodsforspecialevents,yettherearenot reallyanyshopsthatappealtothemthatwouldmakethemwanttovisitregularly. Thirdpartyinfluentials Theirinfluencersinclude:theirwives,children,coworkers,closefamilyfriendsandmaybeeventheir inlaws. Objectivestheywillhelpusaccomplish TheywillhelpusincreasetheamountofpeoplevisitingtheProvoBeachResortandtheShopsat Riverwoods.Theywillalsohelpusachievetheobjectiveofincreasingtheamountofsalesanddining customersattheRiverwoods.

Messages
PrimaryMessage:Becauseyouwanttomaintainaqualityrelationshipwithyourwife,utilizingthe differentShopsattheRiverwoodswillhelpyoufindmeaningfulrecreationtogether. SecondaryMessages: Takingyourwifeoutonadateeveryweekwillhelptostrengthenyourmarriageandloweryour stress. Goingonadatewithyourspousedoesnotmeanjustbuyingdinner.Adatecouldbesimply spendingtimetogetherinaromanticenvironment. Ahappywifeisahappylife. Emotionalfulfillmentbuildsandaccumulatesaswomenassociatewiththeirhusbands. Formorethan60percentoftherespondentsinarecentsurvey,selffulfillmentranksthehighest onthelistofwhatmakeswomenhappyandwillpositivelyaffecttheirhomeandfamily. Encouragingyourwifetakeabreakfromherhecticdailyroutineandspendtimewithherfriends willmakeiteasierforhertofulfilltheneedsofthefamily. ThediningshopsattheRiverwoodsaregreatplacestotakeyourwifeforspecialoccasions theyincludeLaJollaGroves,RomanosMacaroniGrill,MalawisPizzaandtheRocky MountainChocolateFactory. TheRiverwoodsgivesyoudiningoptionsfrommanycultures LaJollaGrovesgivesyouauniquetasteofNewAmericanCuisine. Romano'sMacaroniGrillbringsyoualittlebitofItalyineverybite. RockyMountainChocolatemakesgourmetchocolateandconfectionthatgivesyouanedgeon yourwifessweettooth.

 TheCarmikeWynnsongmovietheatercanbeafunandinexpensivedatenightlocation. PrimaryMessage:Cominghometoastressfulenvironmentafteralongdayofworkisdifficult.Plan timeforyourfamilytodestressinthefamilyfriendlyenvironmentattheRiverwoods. SecondaryMessages: Itisjustasimportanttoletkidsdestressafteralongdayasitistoletyourselfdestress. AccordingtotheLouisianaStateUniversityAgriculturalCenter,studiesshowthata characteristicofstrongfamiliesisthattheyspendtimetogetherinfamilyfriendlyenvironments. TheShopsatRiverwoodsprovidesdiningoptionsforeverymemberofthefamily,including BajioMexicanGrill,MarleysGourmetSliders,Shoots,TucanosBrazilianGrill,Subway, MalawisPizzaandtheRockyMountainChocolateFactory. TheCarmikeWynnsongmovietheatercanbeafundatenightlocationaswellasagreatplace tobringtheentirefamily. TheProvoBeachResortisanideallocationtoplanafunoutingfortheyoungermembersof yourfamilyandcaterstoawiderangeofinterests,suchasbowling,ropescourse,surfingand carousel. AccordingtoastudydonebytheUniversityofPittsburgh,walkinghelpsyourmentalhealthas wellasphysicalhealth.ThepathsthatlinetheshopsatRiverwoodsallowyourfamilyto experiencethethrillofthebigcitywhilestayinginsideUtahValley.

StrategiesandTactics
Strategy:TomotivatementotaketheirwivesandfamiliestotheShopsatRiverwoodsthroughmass mediaoutlets. Tactics: PurchaseadsintheDailyHerald. NewscoverageonKSLofeventsandrestaurantsattheRiverwoods Placecouponsanddiscountsindailynewspapers Radiocallinconteststowinfreemealsordates TelevisionspotofthediversityofrestaurantsattheRiverwoods.Itwilldepictthefun atmosphereofrestaurantslikeTucanosandMalawisPizza,whichboththemandtheirspouse canenjoy.ThoserestaurantswillbecontrastedbythecharmingatmosphereoftheRocky MountainChocolateFactorythattheirwiveswillenjoyafterdinner.Thespotwillencourage mentomakelastingmemorieswiththeirwivesattheShopsatRiverwoods. Strategy:MotivatemiddleagedmentoplanfamilyoutingsandfrequentvisitstotheRiverwoods throughinterbusinesscommunications. Tactics: PlacefreesubscriptionstoBirthdayMealsatTucanosinmailboxes.Theywillbeabletosign theirchildrenandwifeupforyearlyfreebirthdaymeals. Sendflyerswithlunchoptionstobusinessesthatincludetogoandtakeoutoptions.

 HavelocalbusinesseshostbusinesslunchesattheRiverwoods. Followlocalbusinessessocialmediaandinteractwiththemsotheywillfollowbackand interactonoursocialmediasites. HavetheownerofTheShopsatRiverwoodswritealettertobusinessownersoutsideofthose locatedimmediatelyatTheRiverwoods,invitingthemtojointhebusinesscasuallunch atmosphereeachdayatTheShopsatRiverwoods.Tellthemthattheiremployerswillreceive 10%offluncheverydayatselectlocations,andthatTheShopsatRiverwoodswillcaterto threemeetingsoftheirchoicefor50%offinthatsameyear.

KeyPublic:LocalBusinessMenandWomen PublicProfile
Demographics Theyrangefromthemid20stolate50s.Therearemanybusinessesinthesurroundingcommunity whoseemployeesoccasionallyvisittheRiverwoodsduringlunchhour.Someofthebusinesspeople includeQualtricsLabs,Vivint,Ancestry.com,UtahCommunityCreditUnion,RiverwoodsUrgent Care,CareerStep,HeritageSchools,CirqueLodge,TheDermatologyCenterandXactware Solutions. Psychographics Businesspeopleseekstatus,especiallyamongsttheircolleagues.Theylookformoreefficient andupscaleplacestoeat.Theylookforplaceswheretheycanhavebusinesslunches,wheretheycan impresstheirclients. Afteralongdayatwork,theylookforaplacetorelaxandtosocializewiththeircolleaguesin afunandclassierenvironment.Theymightenjoyahappyhour. MotivatingSelfInterests Theseareworkingpeoplewhosemotivatingselfinterestsarethattheywanttosocializewiththeir coworkersandenjoytheirlunches.Thereisnotmuchfastfoodcompetitioninthearea,butemployees stillwillnotvisittheRiverwoodsrestaurantsasfrequentlybecauseoftheperceptionofhowexpensiveit is. StatusofcurrentrelationshipwiththeShopsatRiverwoods TheycurrentlydohaveafavorableimpressionoftheshopsattheRiverwoods,buttheydonotvisit consistentlyorviewitasanoptionforaregulargatheringatlunch.Thesearealsoresidentsofthe Provo/OremareawhocouldstartwordofmouthrecognitionoftheRiverwoodsasmorethanan upscaleshoppingvenuebutalsoasadiningandentertainmenthotspot. Thirdpartyinfluentials Theiropinionleadersaretheircoworkers,whotheyeatlunchwith,theirfriendsandtheirbosses,whose opinionstheytrust. Objectivestheywillhelpusaccomplish

Thispublicwillbekeyinmeetingtheobjectivetoincreasetheanumberofdiningcustomersby25%by 1/20/13.

Messages
PrimaryMessage:TheRiverwoodsprovidesawidevarietyofrestaurantstospendyourlunchhour, aswellasarelaxingenvironmentandreasonablepricing. SecondaryMessages: TheRiverwoodsisagreatplaceforlunchhour.IgotherewhenIvebeenhavingabusydayat workandgettorelaxandenjoymybreak,saidDanaThomas,anurseatRiverwoodsUrgent Care. Kneaders,BajioandSubwayareaveragelunchvenuesthatareofferedifyoudonthavemuch timeforlunch. TheRiverwoodsisaniceenvironment.Ithasmusic,fountains,benches,andithasmanyother beautifuloutdoorqualities.Youcouldbringyourlunch,eatthereandjustwindowshop. Thereare11differentfoodoptionsallinoneshoppingcenter.

StrategiesandTactics
Strategy:MotivateemployeesfromthesurroundingbusinessparkstocometotheRiverwoodsfor lunchconsistentlythroughadvertisingintheworkplace. Tactics: Worktopartnerwithdifferentbusinessesforcorporatelunchdeals.Abusinesspaysasetfee sothattheiremployeesautomaticallyget10%offluncheverydayatselectlocations. Sendflyerswithlunchoptionstobusinessesthatincludetogoandtakeoutoptions. HavelocalbusinesseshostbusinesslunchesattheRiverwoods. Followlocalbusinessessocialmediaandinteractwiththemsotheywillfollowbackand interactonoursocialmediasites. PlacefreesubscriptionstoBirthdayMealsatTucanosinmailboxes.Theywillbeabletosign theirchildrenandwifeupforyearlyfreebirthdaymeals.

KeyPublic:SingleStudents PublicProfile
ThispublicisalargeportionofourtargetaudienceforweekendvisitstotheRiverwoods. Demographics Thispublicismadeupofpeopleages1826.TheytypicallyattendBrighamYoungUniversityorUtah ValleyUniversity.Therearealsothosethatfallintothisagegroup,butarenotcurrentlyattendingschool thatshouldbetakenintoaccount. Psychographics

Socializingwiththeoppositesexisthenumberonedriveofsinglestudents.Whentheygotosocial events,thefirstquestionis:whoisgoingtobethere?Itisnotsomuchabouttheactivityasitisabout whoisthere.Althoughtheeventisalsoimportant,itisimportanttonotethatasubpareventcanbe overcomebygettingplentyofbothsexesthere. MotivatingSelfInterests Thispublicsselfinterestsincludesocializingwithpeopleoftheirsameage,havingfun,havingpeopleof theoppositesexattheactivitiestheyattend,gettingthroughschool,makingmoneyandfinding happinessinlife.Virtuallyeverypartofasinglestudentslife,outsideofschool,revolvesaroundmeeting theoppositesex. StatusofcurrentrelationshipwiththeShopsatRiverwoods ManysinglesdonotevenknowabouttheeventsthathappenattheRiverwoodsonaregularbasis.It willbecriticaltonotifythemoftheseeventsandemphasizethepossibilitiesofmeetingsomeone. Thirdpartyinfluentials Theirinfluentialswillbetheirroommates,girlfriendsorboyfriends,teachers,family,friendsandallofthe socialmediasitestheyuseonaregularbasis. Objectivestheywillhelpusaccomplish Thispublicwillbecrucialinorderforthesuccessofallofourobjectives.Targetingthispublicwillbe crucialfortakingadvantageoftheeventsthattakeplaceattheRiverwoodsandtheProvoBeach Resort.Theywillalsohelptoincreasefoottrafficintheeveningsandontheweekends.

Messages
PrimaryMessage:TheShopsatRiverwoodsisagreatplacetohangoutwithfriendsandenjoyallit hastooffer. SecondaryMessages: TheRiverwoodswillgivestudentsachancetospendtimewithpeoplejustlikethemselves. Studentsthattakeabreakawayfromtheirstudiesfindtheabilitytofocusbetterwhenthey reachexamtime. TheRiverwoodsgivesstudentsthefeelingofhangingoutinthebigcitywiththeirfriends.

StrategiesandTactics
Strategy:TomotivatesinglestudentstoattendtheeventsanddiningandentertainmentvenuesatThe ShopsatRiverwoodsthroughsocialmedia. Tactics: HaveanactiveFacebookandTwitterfeedwithinterestingcontent.HelpbrandThe Riverwoodsasafunplacetocome,notjustaformaloutingplace. PostLikeusonFacebookandreceivecouponsanddiscounts!onFacebookpage. HaveanExperiencetheRiverwoodsmediacontestaspromotionforfutureevents. CreateaQRcodeforflyersandposters.Linkspecialdiscountsanddealstothem.

 CreateandkeepactiveaPinterestaccountaboutdiningandentertainment. Strategy:TohelpstudentsunderstandthesocialexperiencetheycanhaveattheRiverwoodsthrough oncampuscommunication. Tactics: HoldanopenmicnightattheWilkinsonStudentCenterpromotedbyTheRiverwoods.Hand outflyersattheevent. BoothsinBrighamSquaretoadvertisethemanyoptionsoftheRiverwoodsforyoungpeople anddates. IncludepromotionaldiscountsonStarvingStudentCards. AdvertiseinTheUniverseaboutmonthlyspecialsattheProvoBeachResort. Handoutflyersoutsidethestadiumathomefootballgames. HaveaboothintheWilkinsonStudentCentertopromotelocalbandsthatwillperformatthe gazebointheRiverwoods TheWilkinsonStudentCenterboothwillalsoencouragestudentstojoinanemaillisttoentera contesttowinfreediningandentertainmentoptions.

KeyPublic:MarriedStudents PublicProfile
Demographics Themembersofthispublicaremostlyintheagerangeof2025,andthemajorityofthestudentsattend BrighamYoungUniversity.AsmallerpercentagecanbetargetedatUniversityofUtah,however,at BYU,marriedstudentsmakeup25percentofthestudentpopulationthiswillbeourlargesttarget amongmarriedstudentsinthearea.Ifthestudentshavechildren,thechildrenwillbeveryyoung,usually undertheageoffour.Theymakebetween$1015thousanddollarsayear. Psychographics Marriedstudentsalsoenjoyinexpensivedatesthatallowthemtospendtimewitheachother.Also,they aretypicallyanxioustofindgoodplacestospendtimewithothermarriedcoupleswithsimilarinterests. Thispublicwillbelookingforafamilyfriendlyareawheretheycanspendtimewithotherfriendswith childrenoutsideoftheirownhomes. MotivatingSelfInterests Theirselfinterestsincludespendingtimewiththeiryoungfamiliesandspouses,beingfrugalwiththe resourcestheyhave,planningforsuccessfulfuturesandexcellinginschool. StatusofcurrentrelationshipwiththeShopsatRiverwoods MarriedstudentshaveacurrentlypositiverelationshipwithTheShopsatRiverwoodsbecausetheyare awarethattherearedining,shoppingandentertainmentvenuesthatcatertotheirneeds.However, marriedstudentsonlyseeitasaspecialoccasionshoppingareabecausepricesarehigherthanwhat theyregularlyspend.

 Thirdpartyinfluentials Keyinfluentialsofmarriedstudentsareothermarriedstudentsoncampus,localonlinebloggers,their parents,inlawsandclosefriendswhoaremarried. Objectivestheywillhelpusaccomplish ThispublicwillbecriticalinachievinganincreaseinawarenessofTheShopsatRiverwoodsonsocial mediasites.Alongwithraisingawarenessonsocialmediasites,thispublicwillbesignificanttothe increaseinsalesandnumberofdiningcustomerswhovisitTheShopsatRiverwoods.

Messages
PrimaryMessage:Becauseplanningforasuccessfulfutureisapriority,allowingtimeawayfrom schoolpressuresisalsoimportant.TheShopsatRiverwoodsisdesignedtogiveyouacalm,outdoor andfamilyfriendlygetawayfrombusyschedules. SecondaryMessages: Studentswhospendtimeawayfrombusyschoolschedulesperformbetteronexamsandare morealertduringclasses. Spendingqualitytimeoutdoorswithyourspouseattheendofabusyschoolweekwillimprove yourrelationshipandlowerstresslevels. Goingonfrequentdateswillhelptostrengthenyourmarriageandloweryourstress. Datesdonotmeanjustbuyingdinner.Adatecouldbesimplyspendingtimetogetherinaclassy environment. KatrinaLewis,aBYUstudent,saysthatherhusbandandherhavealwayslovedvisitingthe Riverwoods.ShesaysthatsinceshehasbegunherschoolingatBYU,theRiverwoodshasbeen agoodplacetogotoontheweekendstospendqualitytimetogetherbecauseitisaplacethat isnotasbusyasaregularmall.Katrinasaysthatherhusbandappreciatesgoingondateswith herthatdontinvolveexpensivemealsbutthatcanendwithbuyingatreatorvisitingafunshop. AccordingtoastudydonebytheUniversityofPittsburgh,walkinghelpsyourmentalhealthas wellasphysicalhealth.ThepathsthatlinetheshopsatRiverwoodsallowyouandyourfamilyto experiencethethrillofthebigcitywhilestayinginsideUtahValley. PrimaryMessage:Becauseyouwanttomaintainaqualityrelationshipwithyourspouse,utilizingthe differentshopsattheRiverwoodswillhelpyoufindmeaningfulrecreationtogether. SecondaryMessages: Goingonadatewithyourspousedoesnotmeanjustbuyingdinner.Adatecouldbesimply spendingtimetogetherinaromanticenvironment. TheShopsatRiverwoodsofferanoutdoorsplashpadforyoungchildrenduringsummer monthsthatallowparentstomeetnewfriendsandtakeabreak,justliketheirchildren. TheCarmikeWynnsongmovietheatercanbeafunandinexpensivedatenightlocationandcan befollowedbyawalkthroughtheshopsasifyouaredowntowninabigcity. ThediningshopsattheRiverwoodsaregreatplacestotakeyourspouseforspecialoccasions theyincludeLaJollaGroves,RomanosMacaroniGrill,MalawisPizzaandtheRocky

MountainChocolateFactory. Foreverydaydining,TheShopsatRiverwoodsofferplacessuchasSubway,BajioMexican Grill,MarleyGourmetSliders,TheHappySumo,ShootsandTheRockyMountainChocolate Factory.Formoreinformation,visithttp://shopsatriverwoods.com/dining.html. Takingbreaksontheweekendsisimportantforahealthylifestyle.Freemusicconcertsprovide agreatavenueforstressreliefandarelocatedattheGazeboattheheartofTheShopsat Riverwoods.Formoreinformation,visithttp://shopsatriverwoods.com/entertainment.html.

StrategiesandTactics
Strategy:ToinfluencemarriedstudentstospendtheirrecreationtimeandmoneyattheRiverwoods throughsocialmedia. Tactics: HaveanactiveFacebookandTwitterfeedwithinterestingcontentabouteachrestaurantto helpbrandRiverwoodsasafunplacetocome,notjustaformaloutingplaceontheweekends. PostLikeusonFacebookandreceivecouponsanddiscounts!onFacebookpage. HaveanExperiencetheRiverwoodsmediacontestaspromotionforfutureevents.Students canpostpictures,videos,orpodcastsexplaininghowtheyexperiencedRiverwoods. CreateaQRcodeforflyersandposters.Linkthemtospecialdiningdiscounts. CreateandkeepanactivePinterestaccountaboutdiningandentertainmentattheRiverwoods. InvitelocalProvobloggerstotheeventsattheRiverwoodsandhostabloggerlunchevent. Strategy:Tomotivatemarriedstudentstospendtheirrecreationtimeandmoneythroughoncampus communication. Tactics: PutboothsinBrighamSquaretoadvertisethemanyoptionsoftheRiverwoodsforyoung marriedcouplesandsmallchildren. IncludepromotionaldiscountsonStarvingStudentCards. AdvertiseinTheUniverseaboutmonthlyspecialsattheProvoBeachResort. Handoutflyersoutsidethestadiumathomefootballgames. HaveaboothintheWilkinsonStudentCentertopromotelocalbandsthatwillperformatthe gazebointheRiverwoods. TheWilkinsonStudentCenterboothwillalsoencouragestudentstojoinanemaillisttoentera contesttowinfreeand/ordiscounteddiningandentertainmentoptionsforweekdaydates.

TheBigIdea
ExperienceallthatTheRiverwoodshastoofferthereissomethingthereforeveryone. AllmessagesthroughoutthecampaignwillemphasizetheexperienceofTheRiverwoods.Thekeyisto distinguishthemfromotherlocalshoppingcenterssuchastheUniversityMallandProvoTowne Center.AllofourmessageswillfocusonencouragingourkeypublicstovisitTheRiverwoods,notonly

forshopping,butfortheoverallexperienceithastooffer.Themessageswillbedesignedtodrawkey publicstowardsmakingTheRiverwoodspartoftheirlifestyle,asopposedtomerelytheirshopping spot.

EvaluationCriteriaandTools
Objective1 Criteria:TheamountofpeoplevisitingtheProvoBeachresortdailyincreasedby20%by1/20/13. Tool:GettheaveragenumberofpeoplewhovisitdailyfromtheBeachresortsrecordsandcompare thenumbersinNovemberandJanuary.Byobtainingthesenumbers,wewillbeabletoseetheincrease inthenumberofpeoplewhovisit,improvingthefoottrafficattheRiverwoods. Objective2 Criteria:IncreasenumberofretweetsonTwitterfrom35to65permonthandtweetstoThe Riverwoodsfrom15to30permonthby1/20/13. Tool:Usetwittertotracktweets,andseeiftheyincrease.Twitterallowsyoutoseethenumberof followersandatmentions.Bycomparingthenumberoftweetsbeforeourprojectimplementationto thenumberoftweetsby1/20/13,wewillbeabletoseeasignificantincrease. Objective3 Criteria:IncreasethenumberoflikesonFacebookfrom1087to2500by1/20/13andthenumberof peopletalkingaboutTheRiverwoodsfrom116to260by1/20/13. Tool:UseFacebooktotrackthenumberoflikes,andusetheanalyticstoseethenumberofpeople talkingaboutit.TheanalyticsfeatureofFacebook,notonlyallowsustoseetheamountoflikes,butit alsoprovidesuswithgraphsanddataconcerningthetrafficourpagereceives,aswellaswhoistalking aboutusandsharingourlinkswithothers.Wewillbeabletousetheseanalyticstoshowthesignificant increaseofpeopleonourFacebooksitefromourcampaignsbeginningto1/20/13. Objective4 Criteria:Toincreasetheamountofsaleswithintheshopsby20%by1/20/13. Tool:Surveytheshops,andcomparethenumberofsalesfrombeforethecommencementofour campaignto1/20/13tomeasuretheimprovementofsales. Objective5 Criteria:Increasethenumberofdiningcustomersby25%by1/20/13. Tool:Surveytherestaurants,andcomparethenumberofsalesfromthebeginningtotheend.By obtainingtheserecordson1/20/13andcomparingthemtotherecordsfromthebeginningofthe campaign,wewillknowtheimpactourcampaignhadontheincreaseofdiningcustomers.