Marketing Trendz Volume 23 Spring 2018 Edition | Page 14

community relations
KINDLY
PAYING IT
FORWARD
VARAK Week is a Quinte Mall tradition
Founded in 1997, the Violence Awareness and Random Acts of Kindness
(VARAK) program recognizes all victims of violence and specifically
remembers the life of one local teenager whose life was taken far too
early. The main purpose of the week is to promote positive energy to
counteract the negative effects of senseless violence in our society.
Inspired by its message, Quinte Mall (Belleville, Canada) became
involved with the program to enhance its role as a community hub. The
partnership evolved from its advertising relationship and led to the first
annual VARAK event. Held nearly 20 years ago, it launched the mall’s
Kindness Citizen of the Year Award. But this March, the marketing team
made some changes to increase engagement.
In addition to making the ballot for the award available in print form
at its guest services kiosk, the in-center VARAK booth, and through
Intell publications, Quinte Mall encouraged members of the community
to nominate others via an online micro-site link.
Held on each Monday of Kindness Week, the shopping mall changed
the time of its opening ceremonies and Kindness Vigil (from 7pm to
6:30pm) to drive dinner traffic to the food court and encourage shoppers
to take part in the opening ceremonies and a candlelight vigil in memory
of all victims of violence.
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Approximately 140 youths were recognized: VARAK coloring contest
winners and Kindness High School Citizen of the Year Award nominees.
As is standard practice, one nominee from each local high school received
a laptop and printer from Quinte Mall. All of the other student winners
took home a logo-stamped t-shirt and a C$10 (US$7.80) gift card
Made up of friends, family, co-workers, and Quinte Mall volunteers,
eight Kindness Crews—the highest number of them to ever participate
in VARAK Week—visited assigned locations throughout the mall’s 50km
trade area to perform random acts of kindness, give away goodies and
promotional items, and start pay-it-forward chains.
Now a tradition, VARAK Week has established ongoing support from
local media, including print, radio, and social media. All of the coverage
that the mall received throughout the seven-day event was in-kind.
...promote positive energy to
counteract the negative effects of
senseless violence in our society.
“The evening of the vigil is the largest measurable traffic increase. We
typically see close to 700 [additional] people at the shopping center that
evening. Food court tenants report positive sales year after year,” shared
Erin Graham, the mall’s marketing manager.
Officially named in honor of the program, the Kindness Court title is
included in all event promotion, along with the mall logo. At the end of
the week, a Kindness Citizen of the Year is determined via draw.
“The nominee stories range from wonderful neighbors who perform
kind deeds on a regular basis to school teachers who make a big difference
in the lives of their students,” Graham added.
In addition to having his or her name permanently displayed on a pillar in
Kindness Court, the winner receives a small token of appreciation. For the
past two years, Charm Diamond Centre, a mall tenant, has supplied a watch.