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Enhancing Property Value Through Digital Marketing, Promotions & Partnerships
Source of Insight
2
Mara Russiaky | Russiaky@rpai.com:
Assistant Vice President, Senior Marketing Director – North & West Regions
Mara 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 | TOConnell@rpai.com:
Assistant Vice President, Director of Digital Marketing & Corporate Communications
Tim 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.
3
4
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
5
$$$
+Income
Advertising
Marketing
Events
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
6
7
Digital Content
Strategy
Be Aware of Buyers’ Environment
8
 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
9
Content Marketing Pyramid
10
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
11
Editorial
Theme
Approval
Process
Reward
Warby Parker: Home Try-On Program
12
 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
13
Lucky Magazine: Lucky Community
14
 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.
15
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.
16
Where to Source Content
 Today, the market for different streams of
curation tools is growing rapidly.
17
18
Emerging Industry &
Digital Trends
: A Display Window to Your Center
19
 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
20
: A Display Window to Your Center
21
: A Display Window to Your Center
22
 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
23
: 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
24
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
25
MobileTest.me
26
#Hashtags, Hashtags Everywhere
 Once limited to Twitter, hashtags have become
the norm on facebook, Google Plus, and even
television shows.
27
28
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.
29
Verizon’s #WhosGonnaWin
30
Whole Foods Digital Marketing
31
 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.
32
Teen Advisory board (TAB)
 Utilized facebook page to recruit
 Over 68% of the center’s fans were younger than 25
years of age
33
Applaudedbylocalcommunityleaders,teens,
retailersandshoppers.
Freebie-licious
34
Promoted center restaurants
through facebook and email blasts
Scene @ The Shops
 Facebook campaign that
promoted The Shops as
the place to be seen.
35
Wish Upon A Store: Pin To Win
 Provided holiday gift guide to promote stores
with “enter to win” component.
36
Social Media Partnerships
 “12 Pins of Christmas” – The Brickyard
37
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
38
Alternative Marketing Revenue
39
Website Promotion
Social Media
Text Messaging & Apps
40
“Social Media is about the
people! Not about your
business. Provide for the
people and the people will
provide for you.”
- Matt Goulart
41
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
42
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
43
Customer Personas
44
Source: Content Marketing Institute
Sample: Customer Persona Document
45
Source: Content Marketing Institute

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Enhancing Property Value Through Digital Marketing, Promotions & Partnerships

  • 2. Source of Insight 2 Mara Russiaky | Russiaky@rpai.com: Assistant Vice President, Senior Marketing Director – North & West Regions Mara 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 | TOConnell@rpai.com: Assistant Vice President, Director of Digital Marketing & Corporate Communications Tim 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.
  • 3. 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. 3
  • 5. The Shopping Center Outlook  Many shopping center companies require and expect management teams to be responsible for generating revenue from multiple sources 5 $$$ +Income Advertising Marketing Events
  • 6. 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 6
  • 8. Be Aware of Buyers’ Environment 8  Buyers are already overwhelmed, not just from our own content, but the 1,000s of pieces of other companies’ content as well.
  • 9. 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 9
  • 11. 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 11 Editorial Theme Approval Process Reward
  • 12. Warby Parker: Home Try-On Program 12  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.
  • 13. Lucky Magazine: Lucky Community 13
  • 14. Lucky Magazine: Lucky Community 14  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
  • 15. 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. 15
  • 16. 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. 16
  • 17. Where to Source Content  Today, the market for different streams of curation tools is growing rapidly. 17
  • 19. : A Display Window to Your Center 19  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+
  • 20. : A Display Window to Your Center 20
  • 21. : A Display Window to Your Center 21
  • 22. : A Display Window to Your Center 22  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
  • 23. : 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 23
  • 24. : 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 24
  • 25. 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 25
  • 27. #Hashtags, Hashtags Everywhere  Once limited to Twitter, hashtags have become the norm on facebook, Google Plus, and even television shows. 27
  • 29. 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. 29
  • 31. Whole Foods Digital Marketing 31  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
  • 32. 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. 32
  • 33. Teen Advisory board (TAB)  Utilized facebook page to recruit  Over 68% of the center’s fans were younger than 25 years of age 33 Applaudedbylocalcommunityleaders,teens, retailersandshoppers.
  • 35. Scene @ The Shops  Facebook campaign that promoted The Shops as the place to be seen. 35
  • 36. Wish Upon A Store: Pin To Win  Provided holiday gift guide to promote stores with “enter to win” component. 36
  • 37. Social Media Partnerships  “12 Pins of Christmas” – The Brickyard 37 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
  • 38. Blending Digital With Traditional 38
  • 39. Alternative Marketing Revenue 39 Website Promotion Social Media Text Messaging & Apps
  • 40. 40 “Social Media is about the people! Not about your business. Provide for the people and the people will provide for you.” - Matt Goulart
  • 42. 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 42
  • 43. 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 43
  • 45. Sample: Customer Persona Document 45 Source: Content Marketing Institute

Notas do Editor

  1. Sharing Content that others have produced
  2. Decide on an editorial theme to kickoff Develop a Review & Approval Process Reward Your Contributors 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
  3. Advantages Visually pleasing and engaging 1/10th the audience has facebook, but has 15x the engagement User generated images increase the conversation by 5 to 7% 90% of prestigious brands have a presence on Instagram Up from 63% in July of 2013 What do brands do on Instagram to keep their audience engaged? 43% of brands post more than once a day 73% of brands are producing Instagram videos Brands are porting approximately 15 images for every one video they create 14% of brands integrate user-generated content from Instagram on their sites 54% of brands link to their Instagram account to facebook
  4. “12 Pins of Christmas” was an integrated campaign, promoted across multiple mediums including traditional, web, social, and on-site advertising. The contest encouraged engagement on Pinterest, drove online traffic to The Brickyard’s partner website (WCIU-TV), and ultimately drove traffic to the center, positively impacting sales.