As the Main Line’s (think The Philadelphia Story) upscale outdoor shopping center welcomed new retailers and exciting property developments, the time was right to revitalize its image both online and on mall.
We started by launching a new, user-friendly website. Analytics revealed the need for an intuitive and uber-simplified navigation–just a few easy choices–combined with a content narrative to inspire shopping and dining discoveries across this tony, open-air mall. Post-launch metrics reflected not only an increase of visitors through both desktop and mobile, but also that site users found what they were looking for. (It works!)
In addition to an evergreen on-mall campaign that engaged shoppers on site as well as encouraged vital social connections, we developed the mall’s yearly holiday campaigns.
Amid the popularity of planned shopping townes with their quaint curbs and reproduction streetlights, we found the authenticity of Suburban Square’s being an actual town mall became a selling point, particularly during the borrowed nostalgia of the holidays.
Therefore, a strategy: trolling down ye olde main street for runway looks, iPhones and a little family fun is the place to be after Black Friday.
Capitalizing on this Main Street feel, our most recent holiday campaign aimed to place Suburban Square among the pantheon of regional holiday gotta-go-do’s (around here, the Wanamaker light show and Nutcracker seats at the Academy), by creating a month-long series of chic/quaint seasonal events in and around great shopping.
The four-week event series, dubbed Merry on the Square, offered Dickensian carolers, dueling ice carvers, holiday workshops and pop-up performances to both parents looking to while away an afternoon and shoppers looking for a feel-good whilst cappuccino-machine buying. Stuff to do, stuff to eat, stuff to buy: it was a holiday trifecta.
That, plus we curated a killer branded Pandora channel that yielded 11,000 new listeners who tuned in an average of 33 minutes. (And that’s to Christmas music.)
The launch of custom social media experience on platforms such as Facebook, Twitter and Foursquare bought the revitalized Suburban Square to life in a personal way. As the brand’s community manager we developed an online persona to engage and motivate women of a certain age and income (not to mention daughters with mom’s credit cards). Themed promotions, customized channel creative and traffic-driving content such as retailer sales and event news built rapid follower-ship and new foot traffic.