Francesca’s Opening at Santa Fe Place

Sunday, Feb 11, 2018

The grand opening of Francesca’s at Santa Fe Place Mall went beyond expectations! SREG provided a comprehensive plan of marketing initiatives to enact before, after and during the opening event.

SREG’s marketing strategy, with the ongoing support of the Francesca’s staff, and the hundreds of customers who shopped led to a successful grand opening.

This placed Francesca’s well beyond their sales plan for the day, ranking #1 out of 700+ boutiques!



“I wanted to extend my sincerest gratitude to the entire team at the Santa Fe Place Mall! In over 16 years in retail I have never had such a fantastic group of partners to work with for a successful grand opening! You are all truly special and I thank you for your support, quick response to help, and for the generous donation of gift cards to market and ensure our grand opening was a success. We were incredibly successful this weekend and on our grand opening day alone we more than doubled our sales plan and were #1 in our entire organization of more than 700 boutiques! We could not have done it without you.” -Stephanie Economy, District Team Leader at Francesca’s

SREG, in collaboration with on-site staff, developed a grand opening promotion strategy that included the following tactics:

    Co-branding partnerships with select in-mall retailers:

    • Kiehl’s (Dillard’s)
    • Sephora inside JCPenney
    • Cost Plus World Market
    • Lucy (Dillard’s)

    Print Communication

    • Direct marketing campaign, strategically targeting Francesca’s shopper
    • In-mall table tent and takeaways
    • Door clings
    • Free standing in-mall signage


    • Developed a comprehensive Facebook & Instagram strategy
    • Designed promo creative in-house
    • Strategically published incentivized events and posts to gain maximum exposure
    • Implemented targeted social advertising campaign
    In-store Opening Incentives

    • BOGO 50% off sale
    • Bounce back coupons
    • On-site gift card giveaways
    • In-store prize contests

    About Francesca’s
    Francesca’s is a specialty retailer which operates a nationwide chain of boutiques providing customers a unique, fun and personalized shopping experience. The merchandise assortment is a diverse and balanced mix of apparel, jewelry, accessories and gifts. As of today, Francesca’s operates approximately 708 boutiques in 47 states throughout the United States and the District of Columbia, and also serves its customers through For additional information on Francesca’s, please visit

    Santa Fe Place Mall is an enclosed shopping mall with 580,000 square feet of leasable area. Located in historic and culturaly-rich Santa Fe, NM, SFP is home to Cost Plus World Market, Bed Bath Beyond, Hobby Lobby, Dillards, JCPenny, H&M, Forever 21 Red, Victoria's Secret, PINK, Hibbet Sports, Regal Cinemas, Outback Steakhouse, Skechers, Francesca's, Boot Barn, Sephora (in JCP), and more! For more information, please visit

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    Article Topics: Event | Francesca's | Grand Opening | Leasing

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