Marketing lessons from The Avenue

The Avenue’s 16-year-old Partners in Education program ties the properties to customers in ways that go beyond retail sales

The Avenue has used Partners in Education programs to foster community relations since 1998. These programs provide marketing opportunities for each of the five Avenue properties in the Southeast.

Taking a cue from the TLC television show “What Not to Wear,” for example, The Avenue worked with high school fashion marketing students to award $1,000 makeover packages including wardrobe, hair, makeup and other prizes. More than 40 teachers applied for the makeover, which was sponsored by Van Michael Salon, LensCrafters, Chico’s, Talbots and Aerosoles.

Working with Best Buy, The Avenue partnered with universities to give marketing students an opportunity to earn internships. The students spent a semester creating a marketing plan for Best Buy.

Through an Art for the eARTh program, students created artwork from recyclable materials and displayed it in the center. Shoppers voted for their favorite.

Ongoing initiatives at The Avenue include Teacher Appreciation Gift Bags, Teacher of the Year, charitable shopping events and holiday performances.

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