Federal Realty Investment Trust owns and operates over 100 mixed-use and retail properties across the United States. They originally approached us for local support for Willow Lawn, a Richmond icon and the oldest shopping center in Virginia. Our work there created opportunities to expand our portfolio with Federal, and we now provide marketing support for 25+ properties.
Most of Federal’s holdings are large, grocery-anchored shopping centers. Each property, however, has a unique brand appealing to specific target audiences. We used a multi-faceted approach – combining robust marketing support, an enhanced digital presence, and the creation and promotion of inviting community events – to increase visitor traffic and improve neighborhood engagement.
NATIONWIDE MARKETING CAMPAIGNS
As the coronavirus crippled the retail and dining sectors, we implemented programs across the Federal portfolio to assure shoppers that merchants and restaurants were safely open for business. Bright “Grab & Go” banners showed that businesses were open, and a national campaign, branded “The Pick-Up,” incorporated stenciled parking spaces, easy-to-read signage and email campaigns to instruct consumers on how to engage with merchants, where to park, and how to make purchases. These programs make it easier for consumers to support the shops and eateries they knew and trusted pre-pandemic.
Rocket Pop 2530 West Main Street Richmond, VA 23220