Edgebrook Shopping Center
Real Estate/Business Development
Edgebrook Shopping Center is an established destination shopping and lifestyle center located in the heart of Rockford, Illinois. Edgebrook offers a unique blend of eclectic boutique shops, excellent restaurants, convenient service-oriented businesses, and seasonal events.
Edgebrook sought to improve general awareness and drive foot traffic for the shopping center’s 20+ tenants, deepen relationships and communications among tenants, and position it as an ideal location to shop, dine, and locate a business. It also wanted to grow its contact lists, enhance social media engagement, and incorporate new ideas and opportunities to stay ahead of trends. Positioning the destination as a valuable part of the shopping experience was important, especially recognizing growing online shopping trends.
Chartwell Agency created the Everyday. Unexpected. marketing campaign to feature Edgebrook Shopping Center’s merchants and to position the unique mix and local focus for the center’s shopping, restaurants, and services offered at the outdoor mall. The campaign centers around the products and services in playful “mash-ups,” highlighting the breadth available at Edgebrook and infusing a playful energy into sharing those products, services, and stories.
Everyday. Unexpected. highlights the most interesting facet of the Edgebrook shopping experience: the combination of local merchants. It’s a place where you can pamper yourself, mail a package, grab a bite to eat, and pick up a gift for a friend – all in one location. In addition to the merchant mix, shopping local allows you to find things that are unique, special, and original.
The Everyday. Unexpected. social media campaign and Chartwell’s work on Edgebrook’s overall social media efforts resulted in impressive results for the organization, including:
- An engagement rate of 4.35% for the Everyday. Unexpected. campaign (3.87% average engagement rate for overall social media efforts), which is more than 29 times the industry average of .13% for retail.
- In six months, Edgebrook gained almost 30,000 social media visitors to the Facebook page from the campaign (122,500 total unique visitors overall)
- For six months, 36,000 impressions were garnered from the campaign (164,000 total impressions)
- Almost 300 clicks directly to the website from Everyday. Unexpected. social campaign (750 total clicks to the site) during a six-month period.
This marketing campaign also won a Platinum award by Hermes Creative Awards which are administered by the Association of Marketing and Communications Professionals and evaluates the creative industry’s best publications, branding collateral, websites, advertising, public relations and marketing programs from around the globe.
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