Boston Public Market

Branding

Web Development

Digital Marketing

BPM is New England’s first year-round indoor artisan and farmers market. For its launch in 2015, the Market needed a brand, website, and social presence to drive shoppers to the Market and support the values of each of its vendors.

Image of beets

01

Challenge

BPM needed a brand and digital presence that would reflect both the Market’s value to the community and its values as an organization: a commitment to the local economy, entrepreneurship, inventiveness, and access to fresh food for all Bostonians. It needed to represent every vendor without focusing too heavily on any one vendor.

02

Relevant Data and Research

For our initial work on BPM’s brand and launch, we evaluated the Market’s nearest competitors, including traditional for-profit grocery stores, community farmers markets, and hybrid organizations like Chelsea Market in New York.

On an ongoing basis, we use analytics to measure performance of paid social campaigns to optimize creative assets, such as changing video content to improve performance. We also incorporate data such as foot traffic measurement and customer surveys into our strategy.

03

Solution and Execution

Brand

Alipes created the BPM brand by stripping down the Market to its essence: a container that holds all of the goodness its vendors offer. The logo and color palette reflect both the shopping experience (through the shape of a shopping bag) and the permanence of the Market (through a four-season color scheme). In addition, the shape of the "stacks" on top of the Market building are, at least locally, iconic. The brandmark recalls this shape as well as the shape of the letter “M,” which signifies “market “ and “Massachusetts.”

We also made an innovative, social-first website that helped build an initial community by putting the Market’s vendors at the center of the site. In addition, our team developed the technology backbone for the Hubwall, a community information source in the Market’s central eating space that lets visitors learn about Market events, vendor offerings, and other important updates.

BPM website on a laptop

Advertising

On an ongoing basis, Alipes delivers cost-conscious but high-impact social and digital advertising campaigns. We have planned and executed mobile, in-app, print, and social media programs using creative that our media partners called “game changing” for the industry. Combined, our creative and paid strategy have returned exceptional results against industry benchmarks while helping the Market achieve the goals of increasing awareness and driving in-store traffic.

For one specific holiday campaign, our creative and advertising resulted in:

  • 4+ million impressions in market
  • 25,000 user engagements
  • Mobile engagement for the brand was 5x higher than average engagement for retail.
  • With these paid efforts the Market saw a 40% lift in foot traffic and a 20% increase in market sales.
  • Social platforms saw >200 additional page follows.
  • Website visits increased 6.2% week-over-week during launch of campaign.
BPM ad 1

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