Client: Hutensky Capital Partners + Town Square Wheaton
Title: Remerchandising for the Future
Category: Tenant Relations + Events
Challenge:
Town Square Wheaton, a lifestyle center located in Wheaton, IL, was facing a competitive retail landscape, including store closures by national brands, as well as changes in consumer demands. Hutensky Capital Partners engaged Strategy+Style Marketing Group to identify tenant engagement and consumer marketing tactics to drive traffic and sales, while also challenging the team to develop a B2B repositioning strategy to support remerchandising and property enhancement plans.
Approach:
With the goal of supporting existing tenants and driving new traffic and sales to the property, Strategy+Style conducted a market and audience profile study to understand local nuances and determine the appropriate target market. Based on findings, the team created a new brand identity to position the shopping center as a central, immersive gathering place for the local community to shop, dine and enjoy entertainment. This new identity would also frame the B2B repositioning story to garner leasing traction with new and unique retail, food & beverage, service and experiential concepts.
Tactics:
Conducted a market analysis, reviewed sales trends and met with current tenants to provide insight for developing a stabilization and repositioning plan
Evaluated the property’s trade area, the competitive landscape and research reports to highlight and position key selling points relevant to potential tenants
Analyzed first party data, market research and retailer feedback to develop a target audience profile
Designed a new brand promise and architecture, including a brand identity and standards package
Wrote, designed and produced a comprehensive leasing kit and presentation materials
Developed and executed an annual consumer marketing plan, including budget, strategy and tactics
Implemented new technology tools and a digital media plan to enhance customer acquisition and shopper engagement
Developed and executed a robust events and contesting calendar featuring tenants and key community partners
Designed and developed a new website, social media pages and email newsletters; crafted content for all digital communications
Identified B2B and B2C news announcement opportunities and executed media outreach to encourage area and industry trade news coverage
Results:
Strategy+Style’s efforts to frame the repositioning of Town Square Wheaton through executive advisory, creative branding and marketing services resulted in a cohesive brand strategy, enhanced leasing traction, area and trade news coverage and positive community impact. Through careful analysis of market trends and challenges, the team implemented B2B and B2C marketing best practices, including innovative technology to drive brand awareness, customer acquisition and shopper engagement.
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