Case StudyAdelaide Central Market
Public Relations & Web Design
- Fostering relationships
- Community Pride
For more than six years, this CBD star has not only maintained its position as a world-class market, but its brand awareness has grown under the direction of the diverse JP Media offering.
The Market is renowned for its many and varied stakeholders, including about 80 diverse traders. Maximum results – and approval all round – has required deft and creative PR personalities to join that mix, and relay the freshest market messages to the crowds, now amounting to about 9 million visitors a year.
In effect, the JP Media team is working for the ACMA Board, the City of Adelaide and the people of South Australia, all in the same breath. The best results have come via JP Media driving a growing presence in the media, which now looks to the Market for expert comment and food news on a daily basis. The Market also has a brilliant new website designed and developed by JP Media, greater ability to gauge the trends, and a range of ongoing community initiatives ensuring it is one of the most visited markets in the world.
Even the state’s most beloved, world-class market needs to stay connected, build relationships, and keep on bringing new faces in to meet the ever-changing personalities at the 80-plus stalls.
Charged with creating a contemporary website for this long-term client, JP Media, kept all the stakeholders involved in every step of building a show-it-all online platform. It’s easy to navigate, a vivid showcase of the market offerings, and a user-friendly point of reference for every person before and after they shop, browse, and experience the Market’s bounty.
Dealing with so many identities presented challenges, but the JP team is personable, well-informed and skilled in researching all needs and putting them into play. The rejuvenated website has been exceptionally well received, and is delivering results for the sellers and the consumers.
The marketing staff also benefit from much more control over content. Throughweb engagement, reaction to content and special promotions can be tested – in real time.