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The following case study showcases how Marketplace at the Sweater Venture, a boutique clothing and gift store in East Greenbush, NY, saw an influx of new customers using print ads in Times Union’s print portfolio and news site.

Business Challenge

Marketplace (MSV), a family-owned retailer in Upstate NY, offers handcrafted clothing and artisan gifts from around the world in a unique experiential shopping destination. Owners Dan and Lynn found that the rise of e-commerce was devaluing the multi-sensory and communal shopping experience they had cultivated for nearly four decades. MSV knew its passion for an immersive shopping experience and socially conscious craftsmanship had an important place in the current and future retail landscape. To ensure long-term success, MSV had to reach new generations of customers with a refreshed marketing approach.

Campaign Strategy

TU kicked off the campaign by gaining a full appreciation for MSV’s meticulous process for curating its collections, including working exclusively with global artisans using the highest quality materials and fair-trade practices. TU featured these elements in vibrant ads and compelling editorial-style copy in prominent ad formats across TU’s print and online media portfolio. The campaign reached consumers throughout the year, with increased frequency during the holidays, to highlight its latest arrivals and promotions. The result was a steady stream of curious shoppers who quickly became loyal customers once they partook in the MSV experience.

Campaign Elements

Print Advertising

TU built a comprehensive print advertising strategy to amplify MSV’s brand exposure to its 230k+ daily readers across the Capital Region. This included ad design showcasing inviting visuals and a wholesome tone to connect with local audiences. Ad formats ranged from quarter pages to wraps around the TU newspaper, which MSV used to promote its diverse inventory. Building off the early campaign success, MSV ramped up its ad placements throughout the holiday season in several publications: Upstate magazine, TU’s exclusive holiday gift guide, and Local First, a local paper reaching 42k consumers in Rensselaer County. To cap it off, a business profile in the TU spotlighted the owners and their unique approach to fashion and experiential retail.

Display Advertising

Throughout the holiday season, TU reinforced MSV’s print campaign with a concentrated flight of seasonal banner ads on timesunion.com. Ads promoted a festive family atmosphere with decorations, a wood fireplace and free gift wrapping

Testimonial

“Thanks to the Times Union, we experienced our best holiday season ever! We have customers come in every day that mention our ads which is a testament to the impact they are having on our business and the community.”

Dan Welch | Owner

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