With malls and retailers closed across the US due to COVID-19, we at SREG found it necessary to enhance our marketing efforts as a company to further support our tenants and community. It became crucial to use our online presence to share resources, encourage customers and promote tenants during this difficult time.
While taking a personalized approach to each of our mall’s and their current needs, we provided the following marketing efforts:
- Created graphics to promote curbside pickup & specialty tenants.
- Actively participated in community initiatives.
- Monitored the situation closely to keep tenants updated on restrictions, protocols and next steps.
- Captured videos to share with the community on social media.
- Shared uplifting resources on social media pages.
- Organized contests & giveaways with tenant gift cards as prizes.
- Incorporated new platforms into daily activities to enhance remote work features.
- Attended tenant-hosted webinars to provide insight on recovering from COVID-19.
- Scheduled meetings with local advertisers (radio, digital, print) to purchase media buys for upcoming quarters.
- Formed reopening committee to prepare for mall opening from marketing and operations standpoint.
- Created mall-wide signage for reopening.
- Prepped for reopening by developing a comprehensive a plan for social media, website, email, SMS and tenant communication.
[dss_masonry_gallery _builder_version=”4.4.7″ images=”37805,37806,37791,37807,37808,37809″ columns=”3″ hover_enabled=”0″ custom_padding=”||0px|||”][/dss_masonry_gallery]
In order to be proactive about the situation, Marketing Managers at each of our malls reached out to tenants at the start to see which would be offering curbside pickup or delivery. We promoted these tenants by creating social media posts, stories, and e-mail blasts to harness the attention of community members. This difficult time has allowed us to further our efforts to not only support our tenants, but the community at large. At SREG, our marketing initiatives are firmly shaped by promoting positive and uplifting messages within the area and at the mall. Organizing frequent social media contests throughout this time allowed us to brighten the spirits of those in our communities. We also made an ongoing effort to participate and host local programs to give back to those in need, such as Food and Blood Drives. Two of our malls, Santa Fe Place Mall and Johnstown Galleria, participated in multiple food drives during COVID-19 to help distribute food to households in the area. Triangle Town Center, Fox Run Mall, and Rushmore Mall hosted Blood Drives with local organizations outside of the mall to help combat the lack of blood during this time. Implementing tenant and community support tactics through marketing-driven initiatives helped us prepare for re-opening and allowed us to develop a better understanding of how our program would transform after COVID-19.
