• Case Studies

MileMeter

Situation

MileMeter needed PR to play a strong role in educating consumers and encouraging sign ups

Solution

C. Pharr devised a multi-tiered PR campaign that included kick-off events in major Texas cities more...

Read the full case study and the FINAL RESULTS

The Plaza at Preston Center’s Plaza Style - Making style a tradition

Situation
In the always-competitive retail market, shopping centers are constantly looking for ways to attract more customers. The Plaza at Preston Center, a shopping experience in the heart of Dallas, features one-of-a-kind shops ranging from children’s wear to floral arrangements, along with fast casual restaurants, cafés and fine dining. With something for everyone at The Plaza, the center has a boundless target demographic, but because of a lagging economy, the stores requested new incentives to draw customers.

C. Pharr Solution
At Venture Commercial Management’s request for new ideas, C. Pharr conceived the idea of diversifying the center’s existing marketing and PR efforts by adding a fall fashion kickoff to create a broader awareness of The Plaza’s brand and high profile fashion offerings. Such an event offered endless opportunities for garnering event-based publicity while bringing more traffic to the center.

Positioning The Plaza as an exclusive shopping destination for the hottest styles, C. Pharr conceived the idea of Plaza Style in 2008. Showcasing a new season’s trends as the hot Texas temps cooled, C. Pharr developed a less “traditional” fall fashion show in order to create a memorable event. The solution – a fashion show featuring models working the hottest looks down the runway, wearing clothing and accessories exclusively from all The Plaza stores ranging from kids’ fashion, jewelery must-haves, doggie designer duds, floral arrangements, fashion for him and her and even food items. This one-of-a- kind event showcases unique models, such as one decked in flower-adorned accessories from head-to-toe or a greyhound strutting amidst party goers in a Swarovski crystal-studded collar and leash held by a stunning model bejeweled in diamonds!

For the inaugural event in October 2008, C. Pharr invited key members of the media and the community as special guests, along with a local celebrity emcee. As a finishing touch, a local, high-society, fashion-driven publication was selected as the media sponsor, helping bring even more fashion-savvy attendees to this highly anticipated event. C. Pharr also connected The Plaza with a fashion-focused non-profit to be the recipient of funds raised at the event.

Results
With the third annual Plaza Style completed in October 2010, this signature fashion event has grown exponentially. The attendance of stylish, savvy consumers of all ages more than doubled in three years while The Plaza’s loyal following of year-round shoppers also has grown. In fact, Plaza Style has been attended by numerous socialites as well as other local and national celebrities including Lisa Garza, the runner-up of the 2008 Next Food Network Star as well as Shirin Askari, Project Runway veteran from season six.

The event increased traffic to the center and awareness about the locally owned stores. A Plaza Style swag bag filled with goodies and giveaways has become one of the highlights of the night that contributes to repeat traffic. One Plaza tenant, Marnie Rocks, gave each 2009 attendee a certificate for a free pair of branded Marnie Rocks rain boots. Shortly after the event, more than 100 shoppers visited the jewelry and accessory store as a direct result of this giveaway. The event also raises thousands of dollars each year for the selected nonprofits.

C. Pharr’s three-year media relations campaign for Plaza Style has yielded 50+ online articles and 10+ print articles published. Along with creating social media buzz and coordinating traditional advertising and marketing opportunities, Plaza Style has reached thousands of potential Plaza shoppers and brand advocates. Social media has expanded the audiences even further, providing opportunities to send out up-to-the-minute event updates via The Plaza’s Twitter and Facebook pages.

C. Pharr remains the “on-call” media relations expert, devising creative events as well as innovative PR campaigns and solutions, utilizing both traditional and non-traditional forms of media.