Enhancing Property Value Through Digital Marketing, Promotions & Partnerships

Source of Insight

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Mara Russiaky | [email protected]:Assistant Vice President, Senior Marketing Director – North & West RegionsMara Russiaky began her career in commercial retail real estate in 1994 with Equity Properties, as an Assistant Marketing Manager. In 1997 Mara joined the Simon Property Group where she executed a myriad of successful marketing events, promotions and increased NOI through various sponsorships and partnership programs. Mara joined RPAI in April 2008 as a Marketing Director for our Midwest and Southeast regions and was responsible for the management of all consumer-marketing, social media, advertising and local promotions.

She has received three ICSC US Silver MAXI awards to date. In 2013, Mara was elevated to an Assistant Vice President, Senior Marketing Director for our North and West regions. Her responsibilities have since expanded to include center sponsorships, income generation opportunities and gift card program. She has also become an active member of ICSC and was honored to be a Judge for the 2014 U.S. MAXI Awards.

Tim O’Connell | [email protected]:Assistant Vice President, Director of Digital Marketing & Corporate CommunicationsTim O’Connell is the Assistant Vice President, Director of Digital Marketing & Communications for RPAI where he is responsible for the Company’s marketing, advertising, public relations and market research initiatives. He plays an integral role in the Company’s re-branding initiatives as part of the company’s IPO in 2012.

He leads RPAI’s charitable giving including a partnership with The Wellness House, employee engagement and overall marketing initiatives. He works collaboratively with the executive management team to develop and implement key messages supporting all investor information and presentations to the board of directors, shareholders, investors and rating agencies. Tim is an active member with International Council of Shopping Centers (ICSC) and was the recipient of the ICSC 2011 US Silver MAXI Award for an inter-disciplinary campaign and the ICSC 2012 US Silver MAXI Award for New Media Excellence within Emerging Technology. In 2011, Tim was also honored with the ICSC John T. Riordan Professional Education Scholarship Award. Tim will have the honor of teaching a class on Shopping Centers in the Digital Age at the University of Shopping Centers in San Diego, CA in October of this year.

He received his B.B.A. in Marketing from Benedictine University in Lisle, Illinois, where he is an active alumni member for the College of Business.

Our Social Mission

Utilize digital media to engage with our shoppers by sharing information about our retailers, promote special events and create stronger consumer outreach and feedback options to drive traffic to RPAI centers.

Through the use of digital media, we will continue to build our brand by putting a face and personality to RPAI and our centers.

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Current Marketing Climate

The Shopping Center Outlook

Many shopping center companies require and expect management teams to be responsible for generating revenue from multiple sources

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$$$

+Income

Advertising

MarketingEvents

Marketing Professionals are Responsible for…

Consumer-driven product creation and management that generates both short term and long term revenue from multiple sources

Contributing to shopping center owner’s goals

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Digital ContentStrategy

Be Aware of Buyers’ Environment

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Buyers are already overwhelmed, not just from our own content, but the 1,000s of pieces of other companies’ content as well.

What is Content Curation?

The process of analyzing and sorting web content and presenting it in a meaningful and organized way around a specific theme

Thoughts, words and ideas of others can be helpful to establish yourself as a value added resource and as a destination for information

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Content Marketing Pyramid

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Source: Uberflip.com

Handing Content Over to Your Customers

Brands like Forbes and Lucky have cachet that writers think they can leverage – both through exposure and credentials

One-sided benefits do not make a sustainable model

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Editorial Theme

Approval Process

Reward

Warby Parker: Home Try-On Program

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Customers try on new eyeglass frames at home and upload photos to Warby’s facebook and Instagram pages.

Try-on users have posted 25,000+ images

40,000+ to Instagram.

Lucky Magazine: Lucky Community

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Lucky Magazine: Lucky Community

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Community-driven content section Features advice and style tips from bloggers and

influencers around the world Intended to encourage print readers to go online and

read more Aims to give readers their own voice via photo and blog

contributions. Increased online stays from 2 minutes to 4.5 minutes

When to Seek Community-Driven Content

Events– Offline events are a great way to get content

submissions for brands– Contributors should be given very specific call

to actions for the type of content you need• EX: send us a photo of the best sunglasses you

saw, submit your dance Vine, tell us your favorite song at tonight’s concert series.

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When to Seek Community-Driven Content

Trends / Products– Seasonal cues will drive users to the web to seek

online insight for the latest trends, or tips and tricks for back-to-school or holiday shopping

– Readers trust peer reviews more than anything they read on the web

– Post real world expertise on what to look for while shopping and, most importantly, where to find the newest looks, gadgets, amenities, etc.

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Where to Source Content

Today, the market for different streams of curation tools is growing rapidly.

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Emerging Industry & Digital Trends

: A Display Window to Your Center

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Over 200M monthly posts 20 Billion photos shared 60M Posted daily 1.6 Billion likes daily 65% of users between

ages of 18-34 Facebook that targets

ages 25-34 & 55+

: A Display Window to Your Center

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: A Display Window to Your Center

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: A Display Window to Your Center

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Show Your Product How It’s Made Go Behind the Scenes What Can It Do Give Sneak Peak Show Your Team Bring Them With Celebrity Sightings Kill ‘Em With Cuteness

: Lights, Camera, #VideoMarketing!

This is going to take a while– Any video longer than 5 minutes is infringing

on your audience’s time– Keep it short– Think bite-sized 3 minute videos– Tell a story with a tight editorial focus

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: Lights, Camera, #VideoMarketing!

Focus on the Organization Instead of the Mission– Great videos tell stories from the field– Vignettes that reveal your work slowly and

authentically– The best videos don’t even mention the

sponsoring organization outside of the credits

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Go Mobile, or Go Home #MobileMarketing

Almost 40% of time spent online is now done through some sort of mobile device

With new and faster products being churned out every month, mobile use is anticipated to grow at a rapid pace in 2014.

Invest in marketing platforms that are mobile-friendly, responsive and adaptive.– Mobile-Friendly– Responsive– Adaptive

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MobileTest.me

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#Hashtags, Hashtags Everywhere

Once limited to Twitter, hashtags have become the norm on facebook, Google Plus, and even television shows.

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Marketing Promotions & Integrated Digital

Platforms

Step Right Up Folks! #MarketingContests

Your number of fans has leveled out. How do you build more?

Create more promotions, contests and giveaways, in order to attract new fans and interact with existing ones.

Offer a fun factor, which increases the possibility of enthusiastic participation and engagement.

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Verizon’s #WhosGonnaWin

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Whole Foods Digital Marketing

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Enhances in-store experience with the help of mobile commerce provider Digby.

Shoppers can scan barcodes and access rich information about products

Whole Foods builds behavior profiles based on customers’ habits

Teen Advisory board (TAB)

Situation: After several vandalism incidents and complaints about crowds of loitering teens taking away business from Southlake, TAB was formed.

Mission: Establish and grow a dedicated group of high school trendsetters, committed to enriching Southlake Town Square for their peers and the community.

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Teen Advisory board (TAB)

Utilized facebook page to recruit

Over 68% of the center’s fans were younger than 25 years of age

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Applauded by local community leaders, teens, retailers and shoppers.

Freebie-licious

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Promoted center restaurants through facebook and email blasts

Scene @ The Shops

Facebook campaign that promoted The Shops as the place to be seen.

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436%

Wish Upon A Store: Pin To Win

Provided holiday gift guide to promote stores with “enter to win” component.

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Social Media Partnerships

“12 Pins of Christmas” – The Brickyard

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Consumers visited the WICU-TV website to enter for a chance to WIN!

Entry Process via Website

Consumers learned about the contest through TV ads, website banners,

eblast, on-site advertising, and Facebook

Launch Promotion Efforts

The promotion required entrants to identify their favorite pin on the

promotional Pinterest board, driving online traffic to Brickyard’s Pinterest

account!

Social Integration

Blending Digital With Traditional

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Alternative Marketing Revenue

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Website Promotion

Social Media

Text Messaging & Apps

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“Social Media is about the people! Not about your

business. Provide for the people and the people will

provide for you.”

- Matt Goulart

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Value Enhancement Strategies

Develop Speaking Points For Your Company

Does your content truly help front-line sales executives sell?

Package your research results and success stories into papers, podcasts, videos and events

Include all of the rich hard-earned insights that you have gathered over the last few months

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The Power of a Conversation Kit

Create an interview guide for your team to discuss findings with your tenants, customers, etc.

Develop a flow chart that plots your customers position relative to its peer universe for a few key indicators

TRACK YOUR RESULTS…ROI

Build a summary sheet for your Executive Team and share your results

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Customer Personas

44Source: Content Marketing Institute

Sample: Customer Persona Document

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Source: Content Marketing Institute