strategic marketing
HONOR ROLL
Sunshine Plaza excels with expansion of student-shopper program
After a successful three-year run, Australia’s Sunshine Plaza
(Maroochydore, QLD) and TAFE Queensland East Coast expanded
their collaborative efforts to include a more creative twist. Previously
known as The Fashion Incubator, the pair recently re-introduced their
shopper-student initiative: The Creative Incubator.
Continuing to offer TAFE students the opportunity to gain exposure
and practical experience in a commercial retail environment, the new and
improved program allows multiple creative industry faculties to be part
of its monthly pop-up market. A positive for both parties, the expansion
provides shoppers with a greater product offering and gives additional
students a platform to showcase and sell their one-of-a-kind work.
Launched in early March, the market now includes a mix of photography,
ceramics, paintings, drawings, and homewares. Scheduled for the first
weekend of every month through October, The Creative Incubator features
local up-and-coming artists and strengthens community connections. The
initiative, which TAFE fashion teacher Amanda Knights described as a
“wonderful launching pad,” helps to better both the skills of the students
and the reputation of the vocational school.
“Following the success of a similar program at another Lendlease managed
shopping center, Cairns Central, Sunshine Plaza met with the Sunshine
Coast TAFE Queensland East Coast campus to put forward the program.
It was met with great interest given Sunshine Plaza’s position as the region’s
premier shopping destination,” said Kylie Riches, marketing manager.
In order to shift interest from students to shoppers, Sunshine Plaza
promoted the program via media and public relations activities, social
media competitions, and TAFE student involvement. In past years, with
fashion as the original main force, students had the chance to share their
designs in the center’s fashion parades and assist backstage.
Well received from the start, with a growing collection and developing
interest across the center’s key customer bases, the pop-up market primarily
attracts those visiting for another reason or just passing by. Given that
the market is monthly and one stall only, the marketing manager says it
has less of an impact on overall center traffic. However, group feedback
from TAFE could suggest otherwise. Since March (and post-expansion),
the students have experienced a rise in browsers and buyers, as well as
some of their busiest weekends. With a larg er, more diverse collection
now available, customers have more products to choose from and more
reasons to check it out.
"...provides shoppers with a greater
product offering and gives additional
students a platform to showcase and
sell their one-of-a-kind work."
Due to TAFE students’ enthusiasm and commitment, Sunshine Plaza has
encountered few challenges while planning and promoting the program.
Thanks to its change in content, one minor setback has been solved.
“[Each piece is carefully crafted by the students, [so] it can take time
to build up their product ranges and stock for sale. However, with the
evolution from fashion to The Creative Incubator, this challenge has been
addressed], noted Riches.
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