<Practice of PR Campaign Planning> in Seoul Women’s University, 2021

PR Proposal for Revitalising Traditional Market

This project was part of the <Practice of PR Campaign Planning>, undertaken with the aim of participating in the 2021 University Students Advertising Contest (KOSAC). The proposal presented a communication strategy to support local small business owners and self-employed individuals, especially those operating within traditional markets, who were facing challenges due to the COVID-19 crisis. The project was structured around stages of situation analysis, problem definition, target analysis, insight derivation, and the development of an Integrated Marketing Communication (IMC) strategy.

During the situation analysis stage, the project shed light on various challenges faced by traditional markets, such as competition with large supermarkets, failure of government support, and the additional impacts brought about by the COVID-19 pandemic. Notably, COVID-19 led to decreased sales, restricted operating hours, and social distancing difficulties for traditional markets and small business owners.

In the problem definition stage, the project focused on Seoul's Huam Market, examining its deteriorated condition, the cessation of revitalisation efforts post-COVID-19, and the phenomenon of empty shops. This analysis highlighted the vacancy issue in traditional markets and the difficulties in attracting visitors, underlining the need to seek solutions.

The target analysis suggested that the influx of young merchants could positively affect the revitalisation of traditional markets. Consequently, potential small business owners from the vicinity of Huam Market were identified as the target audience. These individuals were well-acquainted with the area and regarded the fear of starting a business and a lack of infrastructure as their main concerns.

The IMC strategy centred on the message "Fulfill Your Dream at Huam Market", incorporating various communication channels such as YouTube in-stream ads, local advertisements on Karrot Market(Second-Hand Application), outdoor and subway ads, and poster advertisements in youth entrepreneurship support centres. Additionally, initiatives like labelling games, item contests, entrepreneurship talk concerts, collaborations with Today's Home, and campus town projects were proposed to motivate entrepreneurship and enhance the visibility of Huam Market.

This project aimed to rejuvenate traditional markets by proposing a creative and integrated communication strategy, especially targeting the younger generation with a fresh approach. Through the project, I learned the importance of a detailed analysis and understanding of the target audience. By setting young prospective small business owners as the main target and deeply analysing their fears, desires, and regional characteristics, I realised how crucial it is in PR and marketing to precisely understand the target audience to ensure the message is effectively delivered and impactful. This understanding laid the foundation for developing more effective communication strategies and campaigns.

Moreover, I personally experienced the significance of delivering a consistent message across various platforms and media. Strategically placing messages using YouTube, social media, and outdoor advertising to encourage participation from the target audience proved highly effective. Combining creative ideas with traditional marketing methods was a powerful way to make the project stand out and capture the interest of the target audience, highlighting the importance of an omnichannel strategy as an essential approach in modern marketing.