Capital City Public Market

SOMETHING FRESH: INCREASING AWARENESS FOR A LONG-RUNNING BRAND

Objective

On Saturday mornings during April through December, you’ll likely find most Boise residents at the Capital City Public Market.  As the oldest farmer’s market in Boise, it is known as and affectionately referred to as “The Market”.

DaviesMoore was hired to refresh the Capital City Public Market brand, starting with a logo redesign that soon translated into some great flags seen downtown near The Market’s epicenter of 8th and Idaho and throughout other print and online media.

Strategy

As The Market brings a whole new collection of products to Boise Downtown each week, we developed a new logo and brand recharge to help represent that freshness. Integrating the revived brand into a full-blown marketing strategy, we developed flags for the downtown area, signage and logo products – including the now highly-coveted Totes Bags – and even incorporated the brand elements into a social media strategy and a new email template backed by a content strategy and editorial calendar complete through 2014. We have launched a brand new website, featuring a full website redesign that has brought the entire brand experience full circle. New website features include responsive web design (mobile-friendly), fun functionalities like letting you select the month so you can view what local produce is in season, an interactive vendor map so you can easily find a vendor at the market and much more.

Results

With The Market in full bloom, the attendance has never been better. Consistent, frequent and timely messaging to Market enthusiasts and casual attendees alike has increased the energy and attendance rate among, not only the Central and North Boise residents, but those across the Treasure Valley and State of Idaho. Additionally, more and more tourists are aware of and make a point to visit The Market during their trips to Boise – joyfully hashtagging their experience with #capcitymarket all the way.

Campaign Components