South End Open Market Moves to Ink Block
In 2003 a concept was built in Boston’s South End neighborhood that brought together local artists, designers, crafters and farmers in a non-competitive, affordable outdoor setting. This vision, now widely recognized as the South End Open Market (owned & operated by New England Open Markets), was a huge hit. In 2016, the market faced an unexpected challenge: the need for a new home. When a neighborhood institution such as the South End Open Market has to move locations consistent messaging must be used across all communications channels by all stakeholders in order to successfully to limit confusion for the public. In to ensure this quintessential South End institution remained top of mind to its loyal customer base for the 2016 season, NEOM engaged KP Strategies for help.
First, the South End Open Market turned heads when it spun off from its neighbor down the street in SoWa. Then it shocked the world by announcing it would be serving alcohol onsite, considerably upping its Sunday Funday factor. Now, they’re adding an art gallery to the mix. But this is not your parents’ white-walled, hush-toned visit to the MFA. No sir.
KP Strategies built a partnership between the market and another neighborhood client, National Development, developer of Ink Block, and this institution was able to remain in the South End. In preparation for the markets’ 2016 season opening, KP Strategies launched an aggressive local media blitz in tandem with a message specific social media campaign leading up to and throughout the first few weeks of the markets 2016 season. Over the course of season, KP Strategies secured over 225 stories in media outlets ranging from Forbes.com to local digital, print and broadcast outlets along with influential blog sites.
Approximately 70 media stories ran leading up to opening day which positioned South End Open Market at Ink Block to draw more customers in it’s new home on opening day (25,000) than they had seen in years. The multifaceted communications campaign included media relations, community engagement, social media and a coordinated vendor messaging push. South End Open Market’s brand was quickly reestablished as one of Boston’s most popular Sunday destinations for locally made products, art, vintage fashion and specialty food items.
Locals swear by the chowder (pronounced: chowdah) at the Barking Crab, and you shouldn’t miss the Fruity Pebble and marshmallow waffle cones at Emack and Bolio’s, but the best place to taste a little bit of everything starts this Sunday, May 1st, at the South End Open Market at Ink Block.
Since the move, KP strategies, The South End Open Market, and Ink Block have pioneered one-of-a-kind experiences, including Boston’s first Sunday funday Sip & Shop experience in which KP Strategies was able to secure permits that allowed customers to ‘SHOP’ the market and ‘SIP’ on alcoholic beverages while doing so. If that wasn’t enough, we created Boston’s first ever Graffiti Festival, #OffTheWall, a live art exhibit adding to the already loved art and food market.
The key to successful repositioning campaigns is CONSISTENT buzz and new ideas!
