WONDER LOFTS AND

MARKET
Stevie Lorenz, Mary Besler, Catherine Rohde

Public Relations Campaign Methods Pitch

TABLE OF CONTENTS
Contacts
.2

Introduction
3
Competitive
Analysis4
Objectives..
.7
Strategies
.8
Media Plan/Message
Strategies10
Budget
.13
1

Evaluation
.14
Promotional
Materials.15

Contacts
Stevie Lorenz
lorensaa@uni.edu
Mary Besler
beslerm@uni.edu
Catherine Rohde
rohdecaa@uni.edu

Introduction
The Wonder Bread factory, located in downtown Waterloo, was
built in 1927 with an additional building added on in 1966. In
2012 the factory was shut down and has remained unoccupied
ever since. With such a strong presence in the area and many
historical features, the vacant factory has huge potential in
turning the unused landmark into urban loft living along with
retail space-ultimately becoming an up and coming community
hub.

WONDER LOFTS COMPETITIVE ANALYSIS

Wonder Lofts

Urban
PropertyJSA
Development

Russell
Lamson

River Trail
Development;
Condos

Overview:
Newly
constructed,
urban 2 & 3
bedroom lofts
with the historic
feel.

Overview:
High-end, 1
bedroom residential
urban loft living.

Overview:
Affordable, luxury
living in the
renovated Russell
Lamson Hotel.
(1,2, & 3 bedroom
options)

Overview:
Newly constructed,
2 bedroom/2
bathroom condos
with the urban feel.

Location:
Downtown;
walking distance
to local
attractions such
as Cedar River,
bike paths,
Amphitheater,
and farmers
market.

Location:
Heart of
Downtown
Central location;
walking distance to
local attractions.

Location:
Russell Lamson
Hotel; downtown
with scenic river
views and walking
distance to
shopping and
restaurants.

Location:
Just feet from the
bike trail, a few
blocks from the
Sportsplex, and a
short walk to
downtown
attractions.

Amenities:
Secured building,
fitness/game
room, rooftop
terrace and
garden.

Amenities:
Secured building,
pet friendly,
exclusive access to
dog park, tenant
parties hosted each
year.

Amenities:
Exercise facility,
media center, onsite laundry, and
controlled
entrance.

Amenities:
Garage and in-unit
laundry.

Cost:
$1,000 per month

Cost:
$900-$1,000 per
month (depending
on location)

Cost:
$400-$885
(Income restrictions
apply)

Cost:
$1,050unfurnished
$1,300- furnished

JSA Development is a firm that has a main goal of restoring downtown Waterloo
back to its glory days. President Jim Walsh has a staff fit to upgrade not only
commercial but the residential side of Waterloo in hopes of bringing back Waterloos
charm and liveliness. The residential units that JSA Development provide tenants
are not your average cookie-cutter apartments. Their high-end urban lofts located
all throughout the downtown Waterloo area offer many amenities and options you
may not find anywhere else. With the cost per apartment per month ranging from
$900-$1,000 depending on the location of the unit, tenants also receive high end
furnishings, maintenance staff, secured building, and also the ability to bring pets
into the unit. JSA Development also prides itself in the fact that all their units are in
a central location all within walking distance from the main downtown Waterloo
area.

The Russell Lamson building is another newly renovated apartment building

located in downtown Waterloo. Previously a hotel, the building now is home to 90
remodeled apartment homes each offering luxury living at an affordable cost. The
Russell Lamson apartments are income restricted, allowing those who make less
than the average person to live in a luxury setting close to the local attractions of
Waterloo. The building is secured at all times and also offers a fitness room and
media center for its tenants. The Russell Lamson also has units available to house
up to six residents.
Studio costs in the Russell Lamson start at $400 a month, 1 bdrm- $525, 2 bdrm$690, and 3 bdrm- $885.

The River Trail Condominiums is a complex of 72, 2 bedroom units located feet
off of the bike trail. Unlike the other apartment complexes in the area, these condos
provide in unit laundry and a garage for all 72 units. They also are able to come
furnished at an extra cost. These units are different from the other living options in
downtown Waterloo as they offer more space while still being close to the downtown
attractions; the Sportsplex and 4th street are only a few blocks away.
Unfurnished units- $1,050 per month, furnished units- $1,300 per month.

WONDER LOFTS MARKET COMPETITIVE ANALYSIS

Wonder Lofts
Market

RiverLoop Public
Market Co-op

Waterloo Farmers
Market

Overview:
Market open for area
entrepreneurs selling
fruit, food, jewelry, etc.
Kitchen area available at
site as well as open
tables and seating.
Location:
Downtown Waterloo
323 Commercial Street
Near the Cedar River,
Reed Park, SportsPlex,
bike paths, amphitheater

Overview:
Co-op that offers a food
buying experience
featuring locally grown
and fresh products and
operates a restaurant
buffet
Location:
Downtown Waterloo
327 W 3rd Street
Near the Cedar River,
Washington Park,
SportsPlex, bike paths,
amphitheater, Public
Library

Overview:
Seasonal open air market
featuring fresh produce,
crafts, flowers, jellies and
jams, and jewelry

Hours of Operation:
Saturday-Sunday 8:00
am 4:00 pm

Hours of Operation:
Tuesday Friday 7:30 am
8:00 pm
Saturday 8:00 am 8:00
pm Sunday 10:00 am
2:00 pm

(Can change depending

on crowd turnout)

Location:
Downtown Waterloo
RiverLoop Expo Grounds
327 W 3rd Street
Near the Cedar River,
Washington Park,
SportsPlex, bike paths,
amphitheater, Public
Library
Hours of Operation:
Thursdays 3:30 pm 7:00
pm Saturdays 8:00 am
12:00 pm May through
October

RiverLoop Public Market Co-op features produce grown locally, picked at peak
ripeness for greater nutrients and flavor; fresh meats are locally raised and
processed; and fresh baked goods are made on site. There is a $100 membership
7

fee plus a $25 processing fee. A membership is a one-time investment. Members

receive a discount at check-out and help guide the future of the Co-op by voting in
Board elections. Breakfast, Lunch, and Evening buffets are offered, as well as a
Sunday brunch buffet.
Waterloo Farmers Market is a seasonal market in downtown Waterloo running
from May until October each Thursday and Saturday. Fresh produce, crafts, flowers,
jellies and jams, and jewelry from local vendors are displayed and sold on the
RiverLoop Expo Grounds next to the Public Market.

Objectives
Provide safe, urban living in the downtown, Main Street Area of
Waterloo
Provide young, new entrepreneurs with the space needed to
expand their reach in the Cedar Valley
Increase the amount of exclusive outdoor entertainment area in
downtown Waterloo

Strategies

Rather than utilizing the wide open apartment space for

events, divide the space up into three 1,462 square feet
rooms. One to be used for a workout facility, one for a
laundry room, and the last for a game room.
By supplying more amenities, it is more likely to attract
tenants and have the lofts remain occupied.
Another amenity for the tenants is a new, 2,000 square
foot rooftop terrace. This entertainment space is
exclusive for tenants and allows them to have more
outdoor living space. The terrace can also include
personal flowers and/or grilling space.
10

The remainder of the building can now be left wide open

for a Wonder Market. During the week, the space can be
available to rent out to the public for events and special
occasions. Saturday and Sunday are when the market will
be held. This event gives local artists, chefs, bakers, and
entrepreneurs the chance to get their name out to the
public. Booth areas will be set up for these entrepreneurs
to sell their products to the public. The market area also
contains several kitchenette areas for the vendors who
may wish to utilize a stove and/or refrigerator for their
talents.

11

Media Plan
1 GOALS
With the help of media, we plan to reach out to the public and
overall get them interested in this new living and retail space.

o Within the next year we hope to have all the units

rented. This would allow for tenants to move in as
soon as construction is completed, ultimately bringing
in the most revenue in the shortest amount of time.
o Educate the public of the new retail/vendor space
coming to the area soon. By the time construction is
completed, vendors can be ready to move their
products in and the market can begin immediately.

2 AUDIENCE
Potential tenants in the Cedar Valley. This may include residents
of Waterloo who are already renting in a different location, Cedar
Falls residents or students looking for smaller home options, and
new community residents who have yet to find a suitable living
space.
Young and new entrepreneurs in the Cedar Valley who are looking
to get their name out there to the public. They may not have the
adequate funds to open a business boutique entirely on their own
yet and this event/market space is the perfect option for these
entrepreneurs to get on their feet and grow the funds necessary
to expand.

12

3 MESSAGE
The Wonder Lofts and Wonder Market are the perfect addition to
the city of Waterloo, particularly in the downtown area.
o This space allows for the popular urban living to grow and
become a presence for those younger, single people looking
to start a living in the Cedar Valley.
o The unique market area increases retail and event space
needed for young entrepreneurs to get a jump start on a
business of their own without being immediately tied down
with finances.
o Overall, the creation of urban lofts and retail space
increases the lifestyle for those residing in the city of
Waterloo.

4 POTENTIAL MEDIA OUTLETS

Cable Television
o 30 second commercials featured on the local television
stations could do a great job at representing what we are
bringing to the community.
o Press conferences could also be held on the local channels
to keep the city up to date with the construction process.
This would also allow for a question and answer session.
Social Media
o Facebook and Instagram would provide the audience with
visuals and updates on the Wonder Lofts project.
o Twitter could also keep the younger audiences informed.
o Social media sites could also contain contact information for
applying to live in the lofts when they are completed.
o When the market is up and running, Instagram would be
able to provide weekly photos and information on vendors
and products sold.
Newspaper
o Feature articles could contain pictures of the construction
process. This would also be a good area to contain contact
13

information for those wishing to lease from the Wonder Lofts

right when construction is completed.

5 MEDIA TOOLS
Press releases
Media kit with project timeline
Monthly press conferences

14

Wonder Lofts and Market Budget

Item
Exercise Room
(1,462sqft)

Cost Per
Item

# of Items
Needed

Subtot
al
$1,199.
98
$1,599.
98
$499.9
9
$999.9
9
$9,999.
99
$180.0
0
$3,049.
39

Treadmill

$599.99

Elliptical

$799.99

Bike

$499.99

Weight Set
Complete Gym
Equipment

$999.99

$9,999.99

$6.00

30

$49.99

61

Table Tennis Table

$199.99

Pool Table
Dart Board

$499.00
$74.99

1
1

Foosball Table
Game Room Total

$399.99

Whirlpool Washer

$899.99

Whirlpool Dryer

$899.99

Table
Laundry Room Total

$109.99

$2,699.
97
$2,699.
97
$219.9
8

$2.82
$12.99

2000
10

$5,640.
00
$129.9

Mirrors
Rubber Flooring (24sqft)

Amount
Donated

Total Cost

$0.00

$1,199.98

$0.00

$1,599.98

$0.00

$499.99

$0.00

$999.99

$0.00

$9,999.99

$0.00

$180.00

$0.00

$3,049.39
$17,529.3
2

$0.00

$199.99

$0.00
$0.00

$499.00
$74.99

$0.00

$399.99
$1,173.97

$0.00

$2,699.97

$0.00

$2,699.97

$0.00

$219.98
$5,619.92

$0.00
$0.00

$5,640.00
$129.90

Exercise Room Total

Game Room
(1,462sqft)
$199.9
9
$499.0
0
$74.99
$399.9
9

Laundry Room
(1,462sqft)

Rooftop Terrace
(2,000sqft)
Patio Paver Tile
Outdoor String Lights

15

Lattice
Patio Furniture
Collection
Flower Box
Plants & Flowers
Rooftop Terrace Total

$13.97

20

$217.00
$3.25

4
5

0
$279.4
0
$868.0
0
$16.25

$0.00

$279.40

$0.00
$0.00

$868.00
$16.25
$200.00
$7,003.65

$0.00

$720.00

$0.00

$533.60

$0.00

$5,590.00

$0.00

$8,800.00

$0.00

$373.74

$0.00

$1,000.00

$0.00

Wonder Market Total

$499.00
$16,516.3
4

Grand Total

$47,843
.20

Wonder Market
Counter Top Butcher
Block

$72.00

10

Sink

$53.36

10

Stove Range

$559.00

10

Refrigerator

$880.00

10

Table (8 foot)

$62.29

Table (round)

$200.00

$9.98

50

Chair

$720.0
0
$533.6
0
$5,590.
00
$8,800.
00
$373.7
4
$1,000.
00
$499.0
0

16

EVALUATION
In order to test the success of our pitch, the number of tenants
and use of the market would have to be measured. If apartments
are rented out, we could count our efforts as a success.
When it comes to the market, success could be measured by the
amount of vendors willing to bring their products to the market
each week and also by the amount of people who shop the
market. If there are a significant amount of vendors who are
effectively getting their name out there to the public and selling
products each week to a number of Cedar Valley residents, this
would be considered a success.

17