Experience Design

Westown Association

Engagement Needs:

As COVID-19 pandemic restrictions loosened in 2021, Westown Association looked to increase customers for local small businesses and increase foot traffic by bringing area employees and residents back to Downtown Milwaukee.

Westown Association entered conversations with NEWaukee to acquire the Night Market brand (originally established in 2014 by NEWaukee as an initiative by NEWaukee out of the Greater Milwaukee Committee’s Creative Placemaking Committee).

Key Insights:

NEWaukee met with Westown Association’s Board, Executive Director, and staff to uncover the following key insights:

• The financial model of the program and any sponsorship relationships must support the goals of the organization.

• The existing brand and promotional materials require updating to reestablish the program as a Westown Association signature experience.

• A period of transition is essential for NEWaukee to train Westown Association staff on implementation of the program and augment their team’s capacity.

• New strategies for implementation and promotion of the program are required coming out of the COVID-19 pandemic.

To ensure the long-term success of the program under the stewardship of Westown Association, NEWaukee offered the following services:

• Design of new brand identity assets and materials with Westown Association brand, including the production of a new Milwaukee Night Market website

• Manage marketing campaign, including press releases, newsletters, and social media on behalf of Westown Association

• Develop fundraising strategy, target lists, and outreach plan for Westown Association

• Train staff on vendor application process, including processing payments, advance and day-of instructions, and other general inquiries

• Provide on-site, day-of staff support for the Milwaukee Night Market, including professional video and photography to capture the program

Here’s What Working with NEWaukee Can Do:

The first Milwaukee Night Market under Westown Association ownership took place on August 18, 2021, from 5-10 PM on West Wisconsin Avenue between 2nd Street and Vel R. Phillips Ave.

The event featured 102 food and craft vendors and local organizations, as well as live music and performances. To ensure equity and to reflect the diversity of the city, 60% of vendors were BIPOC and 50% were women-owned.

Results:

• More than 25,000 people attended the August 2021 Milwaukee Night Market
Westown Association received twenty local earned media stories before, after, and during the event

• Over the course of promotion, Westown Association and the Milwaukee Night Market generated over ten million impressions on Facebook, Twitter and Instagram

• The acquisition of 17 sponsors at various levels (presenting, contributing, etc.) provided confidence in the long-term profitability and sustainability of the program

Following the 2021 Milwaukee Night Market, NEWaukee provided a report recapping the program and suggesting modifications for the 2022 season, including new layout ideas, partnerships, and sponsorship levels.

NEWaukee

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Experience Design

Westown Association

Background:

Engagement Needs:

Key Insights:

Here’s What Working with NEWaukee Can Do:

Results:

Make NEW Possible

Milwaukee Night Market

NEWaukee Night Market

NEWaukee Night Market

NEWaukee Night Market

NEWaukee Night Market

NEWaukee Night Market

NEWaukee Night Market

NEWaukee Night Market

NEWaukee Night Market

NEWaukee Night Market

NEWaukee Night Market

NEWaukee Night Market

NEWaukee Night Market