Previous Business Campaigns

2007 "El Shopping Zone" Campaign

SEPTA’s Shoppers Campaign saw 97 businesses benefit from the Shopping Zone’s renewed efforts to increase the traffic to businesses impacted by the Market Street Elevated Reconstruction Project.  This year’s campaign also reached new audiences by including personalized radio ads for each business and a radio show on 900AM WURD.  The $5 Shopping Zone Cards, which have become a staple of the campaigns, were distributed again with excellent results.

 

Campaign Highlights:

• Shopping Zone Cards – More than 7,200 brightly-colored $5 cards were given out at El Stations at various times during the year.  To date over 75% of those cards were redeemed at project area businesses, which were reimbursed by SEPTA. 
• Shopping Bags – 20,000 plastic bags imprinted with the Shopping Zone logo were given to participating shops for their customers. 
• Carcards – Personalized carcards for every Shopping Zone business were placed on the El and buses departing from the Callowhill Depot. 
• Newspaper Ads – During the Holidays ads were placed in the Black Professional News and the Neighborhood Leader, which featured a complete listing of participating businesses.  Four El Progress Reports in the Westside Weekly were devoted to the listings.
• Santa’s Workshops – SEPTA, the 52nd Street Business Association and the Welcoming Center West joined forces to help children celebrate the holiday season.  The Saturday after Thanksgiving Santa and a group of local children boarded a SEPTA El car and a bus, both decorated for the Holidays.  They made their way to a Santa’s Workshop  at 246 South 52nd Street that had been put together by SEPTA arranged for  neighborhood children to get a free photo with Santa every Saturday between Thanksgiving and December 25th.  Santa also made an appearance at the 60th Street Station on December 15th for more free photos.
• Personalized Radio Ads –SEPTA created a professional radio spot for every participating business mentioning the name of the business, its locations and what it had to offer.  Each ad was broadcast at least four times on WURD 900AM between September and December.
• Holiday Radio Ad – A special ad featuring an original poem encouraging holiday shopping  in the Market Street Elevated project area was aired on local radio stations: 105.3FM WDAS, 100.3FM WPHI, 103.9FM WPPZ, 107.9 WRNB, 98.9FM WUSL, and  WURD 900AM
• WURD Radio Show – On the Fridays listed below, SEPTA’s “Opening a Window on The El Shopping Zone” show hosted by Bill Anderson and Rhonda Hill-Wilson was aired  WURD 900AM .  Local businesses were given an opportunity to promote their businesses on air, live.

 

2006 "Shopping Zone" Campaign

 

The 2006 “Shopping Zone” campaign put a renewed focus on increasing traffic into project area businesses with the message: “Shops Open as SEPTA Rebuilds the El”.  The campaign centered around $5 and $20 Shopping Zone coupons that could be redeemed as cash at participating stores were given out at street events throughout the year.  This is the 13th business campaign in the project area and is evidence of SEPTA’s continued support of businesses during the reconstruction of the Market Street Elevated.

Highlights:

• 6250 coupons were distributed.

• An unheard of 53% of the coupons were redeemed.

• One hundred and twenty eight businesses participated.

• Fourteen coupon distribution events with additional prizes purchased in the project area were held, including two hosted by WDAS and Power99, respectively.  In addition, there was one prize-only event.

• Four Santa’s Workshop Events were held throughout November and December at which neighborhood children were given free framed photographs with Santa.

• In late November, Shopping Zone materials were refreshed with the winter/holiday season message: “Give Joy, Shop Around the El.”

Advertisements were placed in project area newspapers; carcards were posted in buses and El cars; radio spots aired on four different weeks, ten times each week; and a new feature this year was a billboard at 52nd & Market Streets.  These advertisements were refreshed for the winter/holiday theme.

2005 "Ride, Shop & Win" Grand Prizes Campaign

SEPTA Riders and project area residents had a chance to win BIG in the 12th Ride, Shop and Win business promotion campaign. All they had to do was shop in any participating store in the West Philadelphia and eastern Delaware County area, fill out a form and enter it into the drop box.

SEPTA awarded amazing grand prizes for the whole family! Tickets to Adventure Aquarium, Dorney Park, Gerald Levert concert tickets, family photo sessions, and much more.

SEPTA distributed over 200 prizes during the four-month campaign. Six drawings were held in the construction area. Event schedules and locations were displayed in The El Progress Report (published each Friday in the West Side Weekly and distributed door to door east of 52nd Street). They were also published in local newspapers: Philadelphia New Observer, Philadelphia Sunday Sun, The Dong-A-Daily News and The Neighborhood Leader. Participating stores were identified by "Ride, Shop, and Win" posters displayed in the windows.

Fall/Winter 2004 "Ride, Shop & Win" Holiday Campaign

  Fall/Winter 2004 "Ride, Shop & Win" Holiday Campaign SEPTA once again offered riders the opportunity to "Ride, Shop & Win" in its 11th campaign to promote businesses in West Philadelphia and eastern Delaware County. Shoppers filled out forms at participating area businesses to enter regularly scheduled drawings for prizes, which included a pair of tickets to Clear Channel's concert at the Tower Theater, featuring father and son recording artists Eddie and Gerald Levert; WDAS-FM Holiday CDs; shopping coupons; movie tickets; and tickets to Philadelphia attractions and concerts. The shopping coupons, valued at up to $100 were redeemable only at participating stores. Participating stores were identified by "Ride, Shop and Win" posters displayed in their windows.

2003 "Ride, Shop & Win" Holiday Campaign

The "Ride, Shop & Win" Holiday 2003 campaign was THE EL SEPTA @ WORK's tenth business campaign to help increase foot traffic to project area businesses in West Philadelphia and eastern Delaware County. From November 17th to December 20th, shoppers completed entry forms at participating stores for a chance to win prizes from four weekly drawings which included weekend getaways at Center City hotels, tickets to the WDAS Christmas Concert at the Tower Theater, tickets to the Philadelphia Orchestra Martin Luther King, Jr. Tribute Concert, 76ers basketball tickets, Center City theatre tickets, movie certificates, shopping vouchers and more. Clear Channel assisted with the promotional effort, providing increased advertising on their radio stations, WDAS AM and FM, WUSL-FM and WJJZ-FM, as well as live remotes at various project area locations featuring radio personalities from each station. Local businesses, including two from the project area, donated many of the prizes.

Participating businesses received free print (flyers and newspaper ads) and radio advertising, a campaign poster, ballot box and entry forms. The list of participating businesses was posted on the websites of participating stations, the project website; it was also featured in the METRO. The campaign included a Santa event with face painting, distribution of gifts, and a storyteller.

Highlights:

• 228 businesses participated.
• Over 600 radio spots aired, advertising participating businesses.
• 3,925 entry forms were completed by shoppers.
• 105 prizes were distributed.

Campaign prize donors included: Bushfire Theater, Clear Channel, Doubletree Hotel, Harvest Vine Restaurant, Holiday Inn Historic District, the Pennsylvania Ballet, Portfolio Associates, Inc., Sheraton Society Hill Hotel, Wyndham Franklin Plaza Hotel, and 76ers Comcast Spectacor.

2003 "Ride, Shop & Win" Summer Campaign

Shoppers filled out entry forms at any of the 227 participating businesses to be entered into a drawing. Prizes included tickets to the Tom Joyner "Sky Show" on August 15th at the Tower Theater and shopping vouchers redeemable at participating stores. Winning names were drawn on Wednesday, August 6 at the SEPTA Community Information Center, 5344 Chestnut Street. Winners of a separate drawing for participating businesses received FREE advertising on WDAS-AM/FM! Car cards were posted in El cars. Ads were placed in local newspapers in local publications including the Philadelphia Tribune, Westside Weekly, Philadelphia New Observer, Philadelphia Sunday Sun, Neighborhood Leader, Dong-A-Daily News, and India Review. Participating stores were identified by the "Ride, Shop and Win" posters displayed in their windows.

2003 "Hop, Shop & Win" Spring Campaign

Shoppers were able to fill out an entry form at any of the 187 participating businesses and be entered into a drawing. Prizes included SEPTA Monthly and Weekly TransPasses and tokens and $100 and $200 shopping vouchers redeemable at participating stores. Contest drawing took place on Wednesday, April 23 at noon at the SEPTA Community Information Center, 5344 Chestnut Street. Car cards were posted in El cars. Ads were placed in local newspapers in March and April (Philadelphia Tribune, Westside Weekly, Philadelphia New Observer, Philadelphia Sunday Sun, Neighborhood Leader, Dong-A-Daily News, India Review). Participating stores could be identified by the "Hop, Shop and Win" posters displayed in their windows. Flyers advertising the campaign were distributed throughout the area.

It's Cool to Shop Around the El" Summer Campaign (July-August 2002)

The "It's Cool to Shop Around the El" summer campaign encouraged shoppers to patronize businesses in West Philadelphia and Eastern Delaware County. Shoppers were provided an opportunity to enter contests and win prizes by visiting businesses who participated. The summer campaign followed the 1999, 2000 and 2001 Holiday Shopping campaigns and the Mother's Day campaign in May of 2002, and is evidence of SEPTA's support of businesses during the reconstruction of the Market Street Elevated.

Highlights:

• Over 7,000 customers completed entry forms by visiting participating businesses.
• Sixty-four prizes were awarded over a period of six weekly drawings.
• One hundred and seventy-one businesses participated-more than twice the number of businesses in the Mother's Day campaign.
• Participating businesses included but were not limited to: local retail stores, automotive repair shops, day care centers, health services, lawyers, accountants, dentists, pest control services, photography and travel agencies.
• As a result of the extensive advertising and promotion, a total circulation of 353,000 was reached.
• Thirty-four (34) print ads were placed.

2002 MOTHER'S DAY CAMPAIGN

The "My Mom Told Me, You Better Shop Around the El" Shopping Campaign for Mother's Day 2002 was the fourth shopping campaign designed specifically for West Philadelphia and eastern Delaware County businesses impacted by THE EL SEPTA @ WORK Market Street Elevated Reconstruction Project. This campaign encouraged shoppers to patronize businesses around the El for their Mother's Day gift purchases. At the same time it provided an opportunity to enter a contest to win one of 16 prizes (no purchase necessary) including gift cheques and Monthly and Weekly TransPasses. The campaign included print and radio advertising, posters for window display, and entry forms and boxes. Highlights

• Seventy-two businesses participated.
• There were sixteen contest winners.
• Radio spots on WDAS-AM ran the week of May 6th, inviting listeners to visit the WDAS crew and van at 60th and Ludlow Streets on Saturday, May 12th, from 11 a.m. to 1 p.m., where they were able to participate in contests and give-aways.
• Shoppers along the 52nd and 60th Street shopping corridors received a Mother's Day carnation and card (compliments of SEPTA).
• The campaign culminated in the May 15th contest drawing and Thank You Reception for participating businesses, held at the Community Information Center, 5344 Chestnut Street.
• Eight (8) print ads were placed.
  

"Holiday Lights Shopping Specials"

Objectives:

The purpose of this campaign was to:

1. Build goodwill with the businesses that would be affected by THE EL SEPTA @ WORK Project before construction begins.
2. Help to drive traffic to those businesses by promoting a holiday shopping program.

2002 Holiday Lights Shopping Campaign

The 2002 Holiday Lights Shopping Campaign is SEPTA's sixth business support campaign to help THE EL SEPTA @ WORK project area businesses maintain and increase their customer base. The campaign included print and radio advertising, custom posters, flyers and public relations. This campaign is further evidence of SEPTA's support of businesses during the reconstruction of the Market Street Elevated.

• Two hundred ten businesses participated, up from sixty-five in last year's campaign (over 300% increase).
• Participating businesses included, but were not limited to restaurants, barbershops, dentists, law offices, clothing stores, beauty salons, and grocery stores.
• The Project Team participated in these related events: 60th Street Merchants Association Parade; 52nd Street Merchants Association's "Brunch with Santa"; and the National Alliance of Market Developers, Inc. "Buy Black" Holiday Shopping Expo.
• As a result of the extensive advertising and promotion, a circulation of over 350,000 was reached. Fourteen (14) print and one hundred nineteen (119) radio ads were placed.

2001 Campaign

Concept:
To attract 15 -20 businesses to participate in the "Holiday Lights Shopping Specials." Each participating store would display a special poster in their window and use "Holiday Lights Specials" Shopping Bags. SEPTA would promote the stores participating in the "Holiday Light Shopping Specials" through carcards ads, station posters, newspaper ads, radio ads, flyers and direct mail. Stores would be encouraged to designate an area or shelf, or specific items for the specials. Partners in the program included the 52nd Street Business Association, 60th Street Merchants Association, Korean Business Association and PCDC.

Promotion:

1.    Ads were placed in the following publications:

• Metro (One full-page ad)
• West Side Weekly (Three insertions of a two-page spread ad)
• Philadelphia Tribune (Three insertions of a half-page ad)
• Philadelphia New Observer (One full-page ad)
• Philadelphia Sunday Sun (Two full-page ad)
• Neighborhood Leader (Two insertions of a two-page spread)

2.    Commercials were also aired on WHAT (radio station) during the week of December 3. Flyer handouts were distributed at the stations and through SEPTA sales offices.
3.    Signs were given to the participating businesses for display.
4.    A webpage listed all participating business with their addresses, phone numbers and specials.

Associated Special Events
PCDC Pre Black Friday Press Conference (Tuesday, November 20, 2001)

• Held on the steps of the Center of Human Advancement (4601 Market Street)
• Announced the kick-off of the campaign
• PCDC gave away 30 children's winter coats donated by Forman Mills
• Thanksgiving baskets distributed to needy area residents

60th Street Merchants Association "Holiday Parade" (Saturday, December 15, 2001)

• Hosted by Denise Garris (60th Street Merchants Association)
• Traveled on 60th Street from Arch going south to Cedar Avenue
• Included drill teams, fire trucks, several area merchants and residents carrying banners
• Over 150 area residents in attendance
• Fifty coupons given to children (courtesy of the Mayor's Office of Community Services through Congressman Chaka Fattah's office)

Holiday Lights Special Program Open House (Wednesday, December 19, 2001)

• The event was held at SEPTA's Community Information Center.
• Refreshments were provided and tokens of appreciation for participating businesses were given to the businesses
• Twenty-five participating businesses attended the function.

52nd Street Merchants Association "Breakfast with Santa" (Saturday, December 22, 2001)

• Provided breakfast for 35 area children and parents
• For children: Age-appropriate toys, face painting, a live visit from Santa
• For parents: Gift baskets with turkey and other dinner items, tickets to Bushfire Theatre Company

2000 Campaign

Concept:
To work with 52nd Street Business Association, 60th Street Business Association, Korean Business Association and PCDC to create a "Shop in West Philadelphia Day." SEPTA would support the "Shop in West Philadelphia Day" with print advertising in various newspapers and by sponsoring a survey to determine the profile of a typical West Philadelphia shopper and their media habits.

Results from the survey included:
Shopping Habits

• Close to 71.9% of the respondents shopped in West Philadelphia on a weekly basis or more.
• The goods and services respondents purchased in West Philadelphia were: take out food (21.9%), clothing (21.6%), cash checking (14.4%), and groceries (7.5%).

Transit Habits

When respondents were asked about their public transportation habits, the mode they were most likely to take was: Bus (64.6%), Trolley (7%), Regional Rail (.6%) and Subway/Elevated (27.8%). The most popular bus routes were: #52 (25.6%), #31 (22.2%), #21 (18.9%), and #46 (17.8%).

Demographics

• Zip Codes: 19139 (32.9%), 19151 (17.1%) and 19143 (11%).
• Age Category: 35 - 49 (38.4%), 20 - 34 (31.5%) and 50 - 59 (14.4%).
• Race: African American (91%), Asian (4%) and Latino (2.7%).
• Gender: female (58.9%) and male (41.1%).

Conclusions:

• Most shoppers live in close proximity to West Philadelphia.
• Value, convenience and safety should be emphasized as reasons for shopping in West Philadelphia.
• Commercials should emphasize bus routes and Market Street Elevated as being the best routes for getting to the shopping areas.

Campaign:

• Campaign Theme: "The Twelve Days of Christmas"
• Ads placed in the following publications:
• Metro (On SEPTA's Page)
• West Side Weekly (Full-Page, back of publication)
• Philadelphia Tribune (Quarter Page)
• New Observer (Half Page)
• Daily News (Two island inserts)
• 200 posters hung in store windows and on poles in business corridors in West Philadelphia and eastern Delaware County.

Associated Special Event:
Shop in West Philadelphia Day (December 9, 2000)

• Tied into the 60th Street Merchants' Holiday parade on 60th Street
• A Holiday trolley will be in the parade and then travel to 52nd Street

1999 Campaign

Concept

To build goodwill with local businesses by creating a holiday shopping campaign that would promote West Philadelphia and eastern Delaware County. The campaign was aimed at young shoppers who do their holiday shopping at the last minute.

Campaign

• Campaign Theme: "I do my last minute shopping in West Philadelphia"
• Radio advertisements were placed through WPHI and WUSL, reaching over 500,000 people at least two times.
• Newspaper ads were placed in the Philadelphia Daily News and the Philadelphia Tribune
• Press release about the campaign was drafted and issued.