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SMPRoof
NUADA
Objective 1—Make Celtic Culture & Couture Co-Exist
Open a new store along Chicago's trend-conscious Armitage Avenue that showcases an untapped source of European fashion. We wanted to show how Celtic culture can be “cool.”
Objective 2—Keep a Neighborhood From Becoming Bankland
As our program evolved, we added another objective—do what we could do to keep retail banks off of Armitage Avenue so independent merchants could still make a living
Strategy 1—Define Today’s Ireland
Showcase the Irish as they exist in present day while not reinforcing American stereotypes of leprechauns, Lucky Charms of Guinness-drinking types
Strategy 2—Choose NOT To Be Like Everybody Else
Keeping retail banks away required our shop owner to project her voice and opinions where others wouldn’t. Most merchants accepted banks entrance as part of the changing times of the street and the neighborhood.
Tactical Approach
- Chicagoans often want to be the first on their block with something one-of-a-kind. Press materials reflected the store’s unique-to-Chicago artisans and merchandise (e.g., corporate backgrounder, owner backgrounder, merchandise photos, etc.)
- Media pitching consistently showcased European design without reinforcing Irish roots
- When Irish events were in the news (e.g., St. Patrick’s Day), we sought ways not to fall in line with stereotypical programming
- Letters to the editor and opinion editorials were aimed at Chicago’s government officials to make sure “the little guy” was heard from
- We initiated a stream of cross-promotional opportunities and shopping events with retail partners with similar customer bases
Results — Sales
Increased projected first-year sales forecast by over 20-25 percent
Results—Media
- Several meaningful media placements within first year of operations (every meaningful Chicago news outlet featured NUADA at one time or another
- Many of the news items led to immediate sales and new customers
- Opinion editorials and news features in Crain’s Chicago Business and Chicago Sun-Times propelled city officials to pass an ordinance that keeps banks from opening within 600 feet of one another without special City permission.
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