ThisWeek Community Newspapers

Did you know there's a build-a-dog-collar station at the Mall at Tuttle Crossing? Or that each Nascar team licenses three different baseball caps representing separate crew levels?

Since February, similar information has been broadcast on seven large, flat-screen televisions throughout the day at the mall.

Shops like Moochie & Co., Sports Galore, Godiva, Cheryl & Co., Mario Tricoci Salon and Wet Seal have TuttleVision and Capital University students to thank for a new way to draw customers.

TuttleVision is a weekly program showcasing merchants and their products, as well as mall events. Produced by Capital University's Broadcasting Department, the 20- to 30-minute newslike show airs in the food court and other seating areas, as well as at the video kiosk in center court.

Marketing director Chad Doritan said he wants to make Tuttle more than just a shopping destination but also an integral part of the community. Programs like TuttleVision and Tuttle Tailgate, which caters to Ohio State Buckeyes fans, help accomplish this, he said.

"TuttleVision is a tremendous way to increase store sales by driving customers who are already in the mall directly into our stores in a fun and exciting way," he said. "The partnership with Capital University and the broadcasting students fits perfectly with our rather unique marketing efforts."

Steve Esposito, associate professor in the Capital University Department of Communication, said he's pleased with the program.

"The folks at Tuttle have been fabulous," he said. "They have purchased equipment for us and built a set."

The mall also invested in large, professional posters to promote TuttleVision.

The show has given students real-life video-production experience in which they sharpen their interview, shooting and editing skills.

"I've been teaching at Capital for 10 years, and TuttleVision has been, perhaps, the best thing that has happened for our students," Esposito said. "They have gained exposure, experience and, most importantly, are having fun and learning. That's what being a student should be all about."

It also gives retailers an opportunity to tout their wares, free of charge.

Finish Line Inc. general manager Bobby Gniadek said the show is a wonderful way to feature new products.

"The exposure is great. I am very impressed and expect (TuttleVision) to help improve sales," he said.

Moochie & Co. store manager Susan Myermitz said TuttleVision already has proven to be successful.

"The taping was easy, fun and definitely attracted people to the store," she said.

Dunkin's Diamonds owner Carney Champ said he also was pleased with the experience.

"The group arrived very enthusiastic and prepared," Champ said. "Each individual had an assigned role, and the interview and filming went off as planned. Their interaction was cordial and professional."

Capital University sophomore Ross Musick serves as the final buffer between mall management and the students who work on the crew.

"I hopped on this to keep my skills sharp and increase my chances of getting a job when I graduated," he said.

He said the best part is finding out from stores that a segment was effective. During an interview at Cardboard Heroes, a $200 Rick Nash Blue Jackets all-star jersey was featured.

"Before the show, none of the jerseys had sold, but the following week, they sold three," he said. "This shows that what we're doing makes a difference.

"It would be really neat if this becomes a mall standard in 15 years," he added.