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Opportunity

The Boulevard is a shopping & lifestyle center located in St. Louis and the St. Louis flagship location for Maggiano’s, P.F. Changs, Crate & Barrel and Soft Surroundings. The developer purchased the center in 2016 and engaged Kaleidoscope Management Group (KMG) to increase market awareness and provide strategic marketing leadership.

KMG partnered with the Boulevard to develop a multi-channel approach to marketing the center and elevating its brand profile including a robust social media strategy and content calendar, a highly compelling leasing brochure, a YouTube channel with engaging tenant video profiles and a community events strategy.

 
 

Our Approach

An Integrated Approach: To support The Boulevard’s goals of retaining current tenants and attracting new tenants, clients and shoppers, KMG prioritized growing social media followings and engaging key target audiences with a comprehensive digital strategy. As a way to extend The Boulevard’s reach, the KMG team created compelling content, redesigned the leasing brochure, updated the website, rebranded the residences and produced breakthrough videos for use in RFPs by the developer. KMG’s relentless focus on integrating their work with the overall brand across all channels (web, print, out of home) produced measurable outcomes for The Boulevard’s entire marketing mix.

Video Series: To secure new tenant leases and increase traffic to their retailers, KMG created a Boulevard TV channel that highlighted lifestyle events and satisfied retail tenants. KMG initially produced 13 videos to launch the channel and cross-promoted each of these videos on Facebook and Instagram. By utilizing this multi-platform video launch, the Boulevard TV project generated an average of 1,200+ views per video.

Lifestyle Events: KMG initiated, planned and marketed several events designed to attract shoppers and enhance the The Boulevard image including a popular weekend farmers market, a summer concert series and photos with Santa. KMG created signage to advertise the new events throughout the location and promoted The Boulevard’s lifestyle brand on all of their social media platforms. With the addition of these activities supported by targeted promotion, these events drew thousands of customers to the center.

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Results

Since KMG started working with The Boulevard, their holistic approach to marketing has significantly improved social media activity:

  • 5,500% increase in Instagram followers (unpaid, organic)

  • 450% increase in Facebook engagement rate (rates of individuals commenting, liking, sharing or clicking a post)

  • 200% increase in profile visits on Twitter

As a result of the successful integrated marketing efforts and social media gains, The Boulevard is extending their work with KMG to support recruiting major national retailers for their Phase II expansion.

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