Monroe Crossing is a 395,000 SF regional enclosed mall located in Union County ideally situated at the intersection of Highway 74 and Dickerson Road Extension carrying more than 71,000 cars per day combined. In the past decade, Union County has experienced over 62 percent increase in population and is expected to top 340,000 people over the next 10 years. Monroe Crossing is a community focused center anchored by Belk, JC Penney and Sears.
We noticed a shortage of children and family apparel stores causing customers to seek out competitive centers with previously established kid’s clubs. Madison Marquette created a family focused marketing and event program to draw current and potential shoppers to the center multiple times throughout the year.
Monroe Crossings created and implemented a kid’s club with the name Just Kid-ding Around. A
barricade wall at the main entrance transformed into a mural branding Just Kid-ding Around and provided information regarding the kid’s club and upcoming events. Utilizing a minimal advertising budget and creative social media programming the center provideson-mall programming and monthly tips for parents ranging from theme parties to health and wellness.
Over 1,600 children are currently active members of Just Kid-ding Around kid’s club, which is the largest kid club program in the region. Family apparel and restaurant tenants that partner with Just Kid-ding Around have reported an average of 33 percent increase in sales the day of events. Just Kid-ding Around kid’s club averages 175 children during regular monthly events and 370 during holiday events. Our kid’s club has been highlighted in local and national publications as well as used as a model for Radio Disney’s Road Crew for corporate training of kid’s events.