The iconic Saint John City Market in Uptown Saint John
Client Overview:
The Saint John City Market, established in 1876, is Canada's oldest continuing indoor market and an iconic hub for locals and visitors. As a beloved cultural and commercial center in Saint John, the market showcases various vendors offering everything from fresh produce to artisanal crafts. In 2021, Milberry Marketing was initially brought on board to create video content for the Mayor's breakfast. Still, the collaboration quickly evolved into an ongoing partnership that supports the market's mission of connecting the community with its vendors.
What we did:
Milberry Marketing embraced the opportunity by:
Social Media Management:
Taking over social media accounts to showcase vendors, promote events, and share daily happenings at the market. The “Market Wave,” a campaign highlighting new, existing, and pop-up vendors, has become a signature feature of the market's online presence.
Event Promotion:
Organizing and promoting regular Facebook events for daily market activities and special pop-up events, keeping the community engaged and informed.
Video and Photography:
Capturing high-quality visuals of market moments, including timed photography aligned with cruise ship arrivals to draw tourists in. Video content is used to tell the stories of vendors, document events, and showcase the market’s unique atmosphere.
Night Market Assistance:
Helped manage the popular night market event alongside the market team, promoted it on social media, and ensured smooth coordination of vendors and foot traffic.
Proactive and Reactive Marketing:
Balancing long-term strategic campaigns with immediate responses to events, cruise ship schedules, and community needs. This approach ensures that the market stays relevant and visible.
What they wanted:
-Boost its social media presence and increase foot traffic.
-Better support its diverse vendor base through targeted marketing efforts.
-Promote regular and special events to engage locals and tourists, especially during cruise ship seasons.
-Increase awareness of the Night Market and other market activities.
Key Results
-70% Increase in Social Media Following: The market’s online audience has grown significantly, driving more people to visit and engage with its vendors.
-Improved Organic Search Traffic: With enhanced social media content and strategic planning, organic searches for the market have increased, attracting more visitors to the historic site.
-Higher Vendor ROI: Vendors have reported a higher return on investment, benefiting from increased visibility and foot traffic generated by Milberry’s marketing efforts.
-Community Engagement: The “Market Wave” campaign and regular event promotion have created excitement and engagement, ensuring that locals and tourists know the market’s offerings.
-Enhanced Night Market Experience: The Night Market continues to thrive, with more visitors attending and vendors reporting strong sales, thanks to the promotional efforts and strategic planning Milberry has provided.
Ongoing Collaboration:
Milberry Marketing remains an integral part of the Saint John City Market team, meeting regularly with the market manager to stay informed on upcoming events, vendor needs, and opportunities to increase traffic further. The partnership continues to focus on capturing the essence of the market and creating shareable, high-quality content that drives organic engagement.
As a proud Saint John-based agency, Milberry Marketing is honoured to support the City Market in preserving its rich history while fostering its future growth. Through strategic content creation and community-centred campaigns, Milberry ensures that the market remains a vibrant, thriving place for vendors and visitors.