Marketing Trendz Volume 23 Summer 2018 Edition | Page 11

community relations The stage is set for Lynnhaven Mall to present its sixth annual showcase celebrating the Month of the Military Child. THE ART OF BEING A MILITARY CHILD Lynnhaven Mall tells a different side of the story Across the United States, April is recognized as the Month of the Military Child. An annual reminder of the important role that military children play in the Armed Forces community, the month represents a new and often neglected story. Located in Virginia Beach, Lynnhaven Mall understands the impact that the military has when it comes to shaping local culture. This past April, for the sixth consecutive year, it partnered with Virginia Beach City Public Schools, as well as military school liaison officers from Joint Expeditionary Base Little Creek-Fort Story and Naval Air Station Oceana-Dam Neck, to host its art contest and show, “The Art of Being a Military Child.” Revealing the many facets of life as a military child, the main themes of the exhibit included Family, Patriotism, and Sacrifice. To build community relations and bring awareness to its exclusive military programs, the shopping mall provided students with a space to express their feelings and share their unique experiences. This year, with a growing interest and audience, more than 700 students from kindergarten to grade 12 submitted artwork and/or narratives to the contest. The feature collection was showcased in Lynnhaven Mall’s center court for the 30-day period. Described as a way to not only connect with its community, but also its youngest generation, “The Art of Being a Military Child” explored issues such as transition, separation, and saying goodbye. Focusing on traditional marketing, the management team performed a basic on-site strategy. In addition to articles in The Virginian Pilot and The Core newspapers, Lynnhaven Mall relied on window clings, t-stands, posters, and social media engagement to spread the word. Although a press release and a social media post have the power to share all of the need-to-know information via text, photos, and videos, it’s difficult to capture the emotive journey of the exhibit online. As a result, many viewers consisted of those passing by. “From mall walkers, loyal patrons, and active and retired military [to] just the common customer, all stop in awe of the artwork. The art display has a way about it, where it captivates your attention and draws you in,” said Michael Harris, senior general manager. “Next thing you know, you’re immersed with fluctuating emotions from sorrow to thankfulness, joy, and gratitude. You walk away from the art installation with the ability to literally see and feel these glimpses of what life is like for so many children.” In addition to the contest-show combo, the center hosted an awards ceremony to recognize selected artists. As part of the celebration, Lynnhaven Mall welcomed the local Governor’s wife, the superintendent of Virginia Beach City Public Schools, several military officers to present awards, and a number of different school bands and musicians to perform. With more than 18,000 students in Virginia Beach Public Schools, Harris noted that the initiative directly connected to the military town and engaged its people. “Many of our stores offer exclusive military discounts and having a partnership like this allows us to bring our stores and [our] customers together. Between the art installation and the event, [“The Art of Being a Military Child”] provides awareness to our military programs and shows our appreciation to the community,” he added. PAGE : 11