To increase foot traffic and local awareness for Bricks & Minifigs Kalamazoo, I developed a visibility-first marketing strategy focused on community presence, content consistency, and local advertising.

The primary objective was to position BAM as more than a resale LEGO® store — but as a creative destination and gathering space for families, collectors, and hobbyists. I led the creation of a new content library that highlighted in-store experiences, custom builds, minifigure variety, and seasonal promotions to showcase the fun and creativity of the brand.

In parallel, I implemented targeted Meta advertising campaigns focused on local reach, store visits, and engagement within the Kalamazoo area. Organic social media and paid ads worked together to consistently reinforce brand awareness and drive foot traffic.

Additionally, I supported improvements to their website and overall digital presence to align the online experience with the energy and creativity of the physical store.

• Low local awareness — many residents did not know the store existed.

• Competing against big-box retailers like Target and online marketplaces like Amazon.

• Limited content showcasing the in-store experience and product variety.

• Driving foot traffic rather than just online engagement.

• Standing out in a niche hobby market while appealing to both collectors and families.

• Increase local brand awareness within the Kalamazoo community.

• Drive measurable foot traffic to the store.

• Build a consistent, recognizable social media presence.

• Differentiate BAM from big-box retailers by emphasizing experience, creativity, and community.

• Grow engagement and conversions through targeted local advertising campaigns.

• Support revenue growth by increasing both new and returning customer visits.