winnipeg's the bay downtown: a destination worth visiting

7/30/2019 Winnipeg's the Bay Downtown: A Destination Worth Visiting

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The Bay Downtown:

A Destination worth visiting

Strategic PR Plan

Prepared by: Therese Gerhard

December 3, 2012

Note: the projects mentioned here are the creations of this author


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Background:

Hudson's Bay Company - Canadas merchant since1670

HBC is North America's longest continually operatedcompany

The Bay (branded as such in1964) is Canada's largestnational branded department store with 99 locations

The Bay provides stylish, quality merchandise at greatvalue and with a dedicated focus on exceedingcustomers' expectations

Winnipegs the Bay downtown building - opened in1926


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The Challenges:

The Bay downtown in Winnipeg is losing customers

The Bay is concerned that there will be further losswith the closing of its Zellers store in March 2013

There is a global economic downturn which can affectManitobas economy


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The Challenges:

Downtown Winnipeg has a negative reputation whichis keeping people away from shopping at the Bay

downtown

The Bays downtown building is old and in need ofexpensive renovations


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The Possibilities:

The Bay downtown is in the process of renovating the

four floors currently in use

The Bay will re-merchandise much of the store


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The Possibilities:

The basement of the Bay downtown will receive newtenants

Extra Foods will move in once the renovations arecomplete

Opening day for Extra Foods is projected to beAugust 19, 2013

Three food courts/deli areas will be included in the

supermarket area


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The Possibilities:

The Paddlewheel Restaurant on the 6th floor is

undergoing renovations

The restaurant will remain open for most of therenovations, although in limited capacity

The restaurant will close for two weeks in earlySeptember and have an official re-opening onSeptember 19, 2013


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The Possibilities:

The Bay downtown is also setting up new historicaldisplay areas on the 6th floor, called HBC History Lane

All of the improvements will be completed for openingday on September 19, 2013

In time for the eco-tourist season

In time for the Christmas season

In time for the start of business conventions


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Objectives:

Create awareness and interest about the Bays new andimproved store, merchandise, supermarket and

restaurants.

Find new and innovative ways to attract new audiencesand generate new business, boosting sales and

increasing profits.

Create a learning environment and encourage pride inHBCs Canadian history through the HBC History Lane

and HBC Collection gift stores.


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Audiences:


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Existing customers

Civic Organizations such as Government of

Manitoba Department of Culture, Heritage & Tourism;Downtown Winnipeg Biz; Tourism Winnipeg

Downtown Winnipeg residents

New immigrants/visitors to Winnipeg/Manitoba

Downtown shoppers/visitors

Downtown employees


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Audience Concerns:


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Existing customers and downtown residents want:

to shop where its convenient and safe

good parking opportunities

good shopping experience (service) good value, good products

supermarket in downtown area


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Downtown Winnipeg Biz;Tourism Winnipeg/Manitoba Heritage objectives:

to improve perception of downtown

to encourage more tourism, shopping and visits

to downtown Winnipeg

to promote the history of Hudsons Bay Co.to all Manitobans, tourists and visitors to the province.


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Tourists: want to learn about city/province, and its history.

they would also like to shop for souvenirs, etc.

New immigrants to Winnipeg/Manitoba:

need place to shop and things to do

Downtown employees, shoppers and visitors:

want to make use of restaurants and shops duringtheir lunch hour, after work and while downtown forother reasons


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Key Messages:


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Key Message to all Audiences:

The Bay downtown offers a newly renovated sit-downrestaurant, three food court options, a new grocerystore, specialty gift shops and newly merchandised

departments.

The Bay downtown offers stylish, quality merchandise atgreat value with unparalleled service.

The Bay offers free admission to HBC History Lanedisplays and artifacts about HBCs long history in

Canada, as well as HBC Collection products for


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Tourists and visitors to Winnipeg:

The Bay Downtown will preserve, promote and facilitateaccess to displays and artifacts that will provide anoverview of HBCs part in Canadian history, as well asprovide unique Canadian products for purchase.


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Strategy:


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Use key influencers and media to:

Build awareness and excitement about the Bay

downtowns newly renovated and re-merchandisedshopping facilities, including a new supermarket, theBays unique product lines, and the newly renovatedPaddlewheel Restaurant.

Educate people of Manitoba and visitors to Manitobaabout the historical component of Hudsons BayCompany and encourage visits to the HBC HistoryLane and gift stores at the Bay downtown.

Promote the Bay downtown as a Canadian destinationthat offers unique shopping opportunities, quality andstylish products with top notch service as well as freeadmission to HBCs History Lane on the 6th floor.


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Tactics:


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as opening day approaches:

develop press kits to distribute to local media

plan press event at the Bay downtown September 18

plan media luncheon at Paddlewheel Restaurant andtour of the Bays new renovations on September 18

set the Bays promotional campaign for September 19 October 1, 2013


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customer services

free Bay parkade validation at point of purchase

grocery carts available from the Bay to the parkade(south exit only)

safe walks to car available after 8:00 pm

groceries delivered to downtown address uponminimum purchase requirement

ongoing sales and customer appreciation events


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Local HBC Ambassador

During opening week and all promotional events, localFrench Canadian voyageur, actor, historian, educatorand tour guide, TiBert will be HBCs ambassador.

He will portray different characters such as a fur trader,voyageur, HBC official, and more.

He will draw attention to the Bays various departments,

and to ongoing special sales and promotions.He will be handing out promotional coupons andbrochures throughout the Bay department store and

outside of the store, in a colourful and dramatic manner.


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Offer taste samples, lunch specials, and restaurantcoupons for the Paddlewheel Restaurant throughoutthe Bay departments and outside main entrances

Send information packets to downtown businessesabout the newly renovated Paddlewheel Restaurantconvention rooms being open for business meetings

Host relationship building lunches with local tourcompanies, business convention planners, as well asTravel Manitoba and Winnipeg Tourism.

Downtown promotions

New Audiences and


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New Audiences andLong-term Relationships

partner with tour companies,

with business convention planners,with seniors groups/clubs,with Winnipegs Welcome Wagon,

with other appropriate organizations.

provide a package deal for group member to visit theBay and the Paddlewheel Restaurant for lunch or supper

For $20 per group member:- provide meal at the Paddlewheel Restaurant,- admission to the HBC Heritage Lane exhibits- a $20 coupon towards a minimum $50 purchaseat an of the ift stores or de artment stores.


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Invest in new campaign to bring awareness of theBays re-merchandising, renovations and new additions,using print ads, radio and television commercials

Share HBC historical events, stories and interestingtrivia on a daily basis via local media outlets

Through CJOB, the Bay will provide daily phone-inprizes for $50 gift cards from the Bay

Provide daily $100 gift cards to a winner that hasentered a promotional draw via the Bays Facebookpage and website link

Media BlitzSeptember 16 - October 1


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Media channels:

Citytvs Breakfast Television show CTV Winnipeg

Global Television Winnipeg Free Press Winnipegs Metronewspaper Where Winnipegmagazine CJOB radio social media such as the Bays Facebook page,daily blog and website


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During media blitz build awareness for a campaigncalled The Bays Community Focus using theseHBC programs:

HBC Foundation

HBC Rewards Community Program

HBC History Foundation

HBC Education Program

Foundations and Programs


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The Bays Community Focus

HBC Foundation is one of Canadas leading charitable

organizations.

For the last quarter of 2013 all donations in Winnipegwill be targeted towards the Change for the Betternon-profit organization working towards ending thehomeless plight in Winnipegs downtown area

The Bays top management will take part in the CEOsfor Downtown Sleepout taking place on September 26,

2013, raising awareness and funds for HBCFoundations year-end project Change for the Better


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The Bays Community Focus

HBC Rewards card holders can sign up for a Manitobaschool linking their rewards account to that school -anywhere from 10-100% of the reward value

During the promotion the Bay will double the dollar

value of HBC Rewards targeted for these schools HBC educational resources are available to students

and teachers for free through the Education Program

HBC History Foundation has archival materialsavailable for research and is headquartered inWinnipeg


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Timetable and

Budget:

To be determined


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Evaluation:

Footfall for the Paddlewheel Restaurant last quarterof the year - compare with other years

Footfall for the grocery store (in comparison toZellers)

Footfall for the HBC History Lane visits and profits

from the HBC specialty gift stores Online or on the spot survey encouraged at all p-o-p(point of purchase)

Evaluate the surveys for feedback


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Evaluation:

Compare profit margin - last quarter of 2013 with 2012

Evaluate sales stats for all departments andmerchandise sold

Evaluate website stats to see if website trafficincreased

Take note of traffic (likes) increases to Facebook,keep on top of feedback generated with all social media

Evaluate interest in HBC Rewards points as well asHBC Foundations and programs last quarter of 2013


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Questions


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We appreciate your

interest in doingbusiness withHBCs the Bay.

Together, we canbe ambassadors forCanada.

winnipeg's the bay downtown: a destination worth visiting

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