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Agency Work > Koko Marina Center
CASE STUDY: KOKO MARINA CENTER
Koko Marina Center is located in East Oahu on the way to Hanauma Bay and features a variety of water sports activities, specialty and gift shops, personal services, fine dining restaurants, casual
eateries, fast foods and snack bars, beauty and health services, plus its very own 8-Theatre Cineplex.
SITUATION
Through years of change in tenants and management and consumer demographics, the nature of marketing has had to adapt to include both resident and visitor markets. Dual strategies continue to attract nearby residents and capture visitors on their way to Hanauma Bay.
STRATEGIES
Seven years ago, Koko Marina Center hired PCF Virtual as their designated advertising and marketing agency. To further understand the uniqueness of the Center, PCF Virtual did research on the Center’s split market demographics and the general perception of the Center by its regular consumers. The research, which is now conducted periodically, enables appropriate planning and development for the center with highly valued success. Each management group has seen the value of these services and has subsequently spent more in marketing as a result.
It was determined through consumer intercept research and basic market media research that two different plans had to be implemented to grow resident as well as visitor markets. The budget allocation became very important and a proprietary balance was achieved. Tenant synergies became the first priority, as the center’s positioning had to be consistent across the two marketing platforms.
A tenant management team was devised to encourage participation and control standalone personalities that could adversely affect group dynamics. This became a popular stage for ideas and many were implemented as a result of these meetings. PCF Virtual conducted these events and coordinated various interested vendors from outside who wanted to participate in shopping center activities.
Resident strategies are a combination of community relations, on-site promotions, direct mail and Internet. Visitor strategies are through PR, concierge parties, print advertising, in-room video and pre arrival Internet efforts to English and Japanese markets.
POSITIONING
One of the initial projects tackled by PCF Virtual was the dual English and Japanese language
website (www.kokomarinacenter.com).
From this website, visitors see what the Center has to offer and they get a taste of the active and fun atmosphere. From general information to details on each tenant; information is just a click away.
PCF Virtual also created a unique design campaign that featured both photos of the Center merged with illustration of characters. By using bright colors and highlighting water sports activities, dining and movie entertainment, the center’s positioning rose above other nearby shopping centers. Through the years creative remained consistent in all media campaigns.
VISITOR MARKETING
Visitor marketing trends change week to week. Media strategies against such changing consumers are critical to basic consumer capture. By maintaining presence in primary publications with wide circulation, brochures in various locations and concierge information desks and the right effort by visitor oriented merchants a balanced program is achieved.
By establishing Koko Marina Center as the “Last Stop to Hanauma Bay”, the center takes full advantage of marketing with a major Oahu attraction. Platform positioning with such a notable attraction delivers constant traffic to the center. Many visitor preplan their trips to the center through the website.
Updated English and Japanese brochures were also introduced, they can be found at numerous racks at the Center providing general information and direction to all visitors.
RESIDENTIAL
Marketing
Hawaii Kai is a very close-knit, family-oriented community. As the years passed and the
development of new homes and condominiums increased, the demographics of the community and
the Center also changed. Adaptability was a key element in PCF Virtual’s advertising and marketing
plan.
By utilizing key community papers published by the State’s two largest newspaper agencies, the Center was able to communicate its upcoming events and specials. All creative was designed with fun, excitement, and families in mind to stay in touch with the young growing community surrounding the Center.
Direct mail pieces to selected PRIZM codes were utilized to target matching consumer profiles. The direct mail campaign featured picturesque scenery and marina waterfront to bring out the uniqueness of the Center and the back of the direct mail pieces provided merchant offers to entice customers to experience the Center’s stores and services.
A Koko Marina Center VIP Coupon book was also developed to draw more attention to the merchants and numerous events were planned to bring the community closer together.
RESIDENT PROMOTIONS
One of the biggest strengths of PCF Virtual is the ability to develop and launch unparalleled promotions for any occasion; whether it is for a community shopping center, a nationwide restaurant or a sophisticated center like The Center of Waikiki, all promotions are planned with a target audience in mind, an objective clearly identified, and no details are ever overlooked.
At Koko Marina Center, main events are planned at least twice a year with monthly events supporting remaining months.
Some of the main events have included:
- Hawaii Foodbank Annual Statewide Food Drive:
Community oriented, also included all nearby schools and community service groups. - International Festival:
Community and visitors oriented, local entertainers provided enjoyment for all ages. - Christmas:
Community oriented, follows the annual Hawaii Kai Christmas Parade, also included numerous charity groups, schools and statewide organizations.
Through effective media and public relation campaigns, all Koko Marina Center main events reached beyond its core objectives, attained record attendance year after year, and received media coverage for the Center beyond expectations. In the recent months, the Center has received numerous calls from local residents seeking more information for upcoming events.
RESULTS
Within the last seven years, with the help of PCF Virtual and its dynamic team, Koko Marina Center has branded itself as the community shopping center for its nearby residents and also as a key stop for visitors on their way to a major attraction. This bottom-line, measurable success can be recognized not only by the increasing gross revenues and the varying demographics of those who visit the Center, but also by the growing number of tenants, their diversity, and the duration of their occupancy at Koko Marina Center.