CHALLENGE

As a new public market space and micro-business incubator, Selden Market needed to fast-track its fans and followers, and get the word out that the adaptive re-use arcade in Downtown Norfolk was fully staffed and open for business. Social Media was a critical component for the nascent market to help drive foot traffic and ped counts, while supporting the small businesses within.

 

APPROACH

Bright Brothers met with Market Director Careyann Weinberg to discuss target demographics, quantifiable objectives for the market, and year-over-year growth goals. Needing both foot traffic and a steady influx of new tenant applications, Bright Brothers developed a roll-out strategy with multi-channel touchpoints.

 

SOLUTION

Bright Brothers developed
a detailed marketing plan that included:

• tenant marketing toolkit
• waterfall campaign
• geotargeted ads
• aesthetic social makeover

 

RESULTS

• Selden Market follows grew 150% faster than Downtown Norfolk’s own Instagram
• Web traffic continued to climb during the pandemic, increasing 10% year-over-year
• Pop-up events continue to drive massive influxes of targeted traffic and sales on special weekends
  (Ex: vintage trunk shows, Baked AF, Jack Eats & fitness events)
• Daily ped counts among downtown workers, tourists and visitors continue to increase (COVID-19 not withstanding)
• A multi-tenant space with low rents and short-term leases to help incubate new street-level businesses
• Kiosk rentals will allow businesses to test concepts by the day or week
• Since 2017 Selden Market has enriched the downtown community, and increased city tax assessments with:
• 5 shops have graduated to move to their own brick & mortar
• 3 shops who were mentors went on to expand & renovate their flagship businesses after Selden
• 2 shops have graduated and stayed at the market — now as mentor tenants themselves