Challenge: Expand reach, visibility, and traffic at retail shops with no budget over the holiday season.
Approach: Invented a new tradition for Boston that invited 31 non profits to "light up The Pru" on a designated day.
Result: 31 organizations counted down to "flip the switch" on their night, inviting 100+ of their members to enjoy an evening of celebration. Organizations drove public relations, social engagement and extension, and in-store transactions and partnerships.
Challenge: How to neutralize negative community sentiment over time.
Approach: Humanize a face-less company through video, trusted third party testimonials, and man-on-the-street event pop ups.
Result: Local government participation and further promotion, 250% increase in social followers, 3 new additions to advocacy campaign.
Challenge: Rise above the noise to get 10 targeted retailers to sign leases at a new mixed use project.
Approach: Digital, social and snail-mail campaign of postcards sent to retail heads of real estate (50 weekly over 8 weeks).
Result: Returned phone calls that led to conversations and resulted in 50% success rate over time.
Challenge: Owning log cabins and short term rental homes is a dream come true for two New Englanders and their family but getting them ready to rent and getting them rented are two different things. Time and money were both big factors.
Approach: Review rental platform choice, staging opportunities, property photography options, draft compelling property overviews and determine guest experience goals and initiatives.
Result: While the homes speak for themselves, their owners have gone above and beyond. All efforts have laid the foundation for 5-star and return guests. Rental income met their goals in year one and year two looks to grow by 15%.
Challenge: A young company, with expectations of growth, needs to determine the right way to grow its marketing department, what that department should focus on and where to invest over time to increase lead generation, a library of assets, faster and more professional collateral and give the company a voice that will resonate with its investors and customers.
Approach: Develop a three-year strategic marketing business plan inclusive of talent, tool investment, vendor selection, and budget.
Result: The company is on year-one of execution and has built its sales toolkit and integrated data to support competitive advantage.
Challenge: How to rally as much visibility as possible with the retail broker audience and support reopening efforts with limited dollars during a pandemic.
Approach: Develop something buzz-worthy that would garner media attention, brokerage firm and peer participation, be something that leasing brokers would have fun forwarding and sharing, and position Urban Edge as a leader in safety practices, preparedness, and positivity to share with the community at large as retail began to reopen.
Result: Urban Edge launched the first of what would become a viral video challenge across the company's peer set and associated brokerage firms, leveraging the ICSC (industry association) #Back.Together.2020 campaign. Ten competing REITs and 2 brokerage firms participated with a new video posting every other week throughout the summer. Media, social and PR was amplified with each posting organically. No boosting, no promotional budget, 100% organic engagement and results from a single idea and great relationships.