Beverly Connection
Los Angeles, California
Re-Grand Opening and Holidays
Coupon brochure
Traffic was contacted by the center’s management, asking that we place a Holiday ad in the Los Angeles Times, inviting people to shop at the Beverly Connection. While we were on-site, we learned that over 4,000 cars a day pull into the center’s parking structure. We informed our client that by giving customers a coupon brochure with motivating offers upon arrival at the center, merchants would draw traffic into their businesses to redeem coupon offers. We also added a $500 shopping spree to the promotion – placing entry boxes and blanks in each store. Greeters were positioned at the parking structure ticket locations, where they handed a coupon brochure to every car pulling in. Greeters also handed out coupon brochures to people in the center who entered from the street. This promotion was executed for two 3-day weekends.
Total number of brochures distributed: 20,000
Total number of redemptions: 6272
Result: 31% response! 3% response is considered good.
Total number of shopping spree entries – 2,221
Result: 2,221 contacts for E-mailing or direct mailing to customers
Displayed is the latest Beverly Connection Holiday 2006 Holiday promotion.
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Baldwin Hills Crenshaw Plaza
Los Angeles, California
“Your Place” campaign
Event poster
The “Your Place” marketing campaign was designed to reflect the fact that Baldwin Hills Crenshaw Plaza was the “heart of the community.” The campaign was appropriate because it wasn’t just a mall – it was a gathering place for community events, filled with familiar faces. Signage for the campaign featured photographs of community stakeholders including the District Councilman; tenants; local police and firemen, and families from the surrounding area.
In this sample, Traffic produced a plus-sized fashion show to accommodate the high percentage of plus-sized women and their families in the community. To attract more audience members, Baldwin Hills Crenshaw Plaza partnered with a well-known area church to participate by providing models, including men and children for the show.
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Cypress Plaza
Cypress, California
Website
The Cypress Plaza website focuses on the tenants by featuring the anchors and their store hours on the homepage; a complete center directory and map and is maintained monthly with coupon offers from tenants. Merchants also have the opportunity to list sales/promotions and job listings on the site. Traffic sends out a monthly memo to each tenant with a participation form asking them to fill it out with their in-store sales and promotions, in addition to a coupon offer by a deadline date to be included in that month’s updates.
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 Charlestowne Mall
St. Charles, Illinois
Full-page, 4-color newspaper ad
Charlestowne Mall is a regional mall in the suburbs of Chicago. New management was hired to reposition the mall and needed an advertising campaign to specifically draw attention to the tenants. Traffic designed an ad that featured merchants by using photography of store managers, quotes from each one highlighting their business and coupon offers. In addition, the ad promoted the Enter To Win monthly promotion in effort to build an Email customer database in order to remain in communication with the Charlestowne Mall customer.
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 Westdale Mall
Cedar Rapids, Iowa
Valentine’s Day Gift Guide Brochure
Westdale Mall made this major gift-giving season a little easier for shoppers by distributing a gift guide that was inserted in the local newspaper. This unique matrix listed various merchandise offered throughout the mall that would make great gifts for that special someone – categorized by cost and type of woman to be presented with the Valentine’s gift.
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Santa Susana Plaza
Simi Valley, California
Meet Your Neighbors Coupon booklet
One of the key challenges faced by Santa Susana Plaza tenants was the fact that customers were unaware of its location and businesses. Traffic executed the Meet Your Neighbors campaign at the center in order to “personalize” the center to local consumers. We hired a photographer to take headshots of each smiling store manager to be featured in the brochure in addition to their comments about their community involvement; why they liked living in Simi Valley and how they felt about Santa Susana Plaza.
Because of the similarity of street names, customers had a difficult time differentiating the correct street address from the wrong one. In the brochure, Traffic highlighted the location of the center by providing a map and bolding the street address. This brochure was inserted into the Ventura County Star and mailed to its subscribers. Additional brochures were printed and delivered to each merchant for on-site distribution and promotion.
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Baldwin Hills Crenshaw Plaza
Los Angeles, California
Merchant Newsletter
Merchant newsletters are a great communication tool for management and marketing to remain in touch with tenants. Soon after Traffic was hired, we began producing Baldwin Hills Crenshaw Plaza’s monthly newsletters when tenants complained that they weren’t aware of the mall’s marketing promotions or events until they saw the signs in the mall. In addition to being “out of the loop: tenants were not prepared for higher traffic in their store and were faced with inadequate staffing. By keeping tenants informed we’ve found that they are more eager to participate in mall-wide promotions. Today, store managers and sales associates eagerly wait for the two or more newsletters delivered to their store each month. They read about:
1) Results of recent promotions,
2) Upcoming events,
3) News from the General Manager,
4) How to promote their business through the mall’s marketing program and much
more.
Tenants even use the newsletter to communicate with each other - posting mall employee discounts and sharing tips on how to improve customer service.
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SLO Promenade
San Luis Obispo, California
“Once You’ve Checked In, Check Us Out”
Hotel keycard insert
One of SLO Promenade’s anchors is Embassy Suites, a hotel that caters to many tourists traveling throughout the year. This was a great way to engage travelers and introduce them to SLO Promenade merchants. Every month key holder cards were provided to the hotel containing the center directory on the front side and coupon offers on the back. The person at the hotel registration desk placed the special offers card in the guest’s key holder upon check-in.
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Glenbrook Commons
Fort Wayne, Indiana
Back-to-School Coupon brochure
Glenbrook Common’s customers look forward to three traditional gift-with-purchase programs, in addition to a brochure filled with coupons.
To encourage back-to-school shopping, Glenbrook Commons offers free backpacks to shoppers who spent $100 or more in one day at the center. These seasonal promotions are advertised with a brochure inserted in the local newspaper featuring the gift-with-purchase on the cover; merchant coupons inside and a categorized center directory on the back.
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Westdale Mall
Cedar Rapids, Iowa
“Do You See What I See?” Holiday promotion
In-store signage
“Do You See What I See?” is a goodwill community program for the Holidays created by Traffic designed to drive traffic into stores during a time of year when customers are prepared to spend money. The mall collaborated with the local Lions Club to collect used prescription eyeglasses that would be collected by Lion’s club members - then cleaned and distributed to those in need in third world countries. To motivate shoppers to donate their used eyeglasses, Westdale Mall offered a free box of chocolates in return for each pair of donated eyeglasses, with a maximum of three pair in one visit. As a result of working with the Lion’s club, the promotion received free exposure in the local newspaper’s calendar and events sections. The shown sample is a counter card related to this promotion.
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Baldwin Hills Crenshaw Plaza
Los Angeles, California
Website
Baldwin Hills Crenshaw Plaza’s website received a facelift in 2007. The newly designed site featured easier navigation, improved aesthetics and more recent photographs for the “Your Place” campaign. Other new features included the ability for shoppers to stay up-to-date on Shop to Help Your School point totals; for merchants to place Help Wanted ads; the customers to download monthly coupon offers and register to join the mall’s Customer Email database. Customers who have provided their Email addresses receive regular Emails informing them of the month’s upcoming promotions and events. Email addresses are collected by an Enter-to-Win $100 Shopping spree. From Email addresses collected each month, a shopper wins a $100 shopping spree. The sales associate responsible for collecting the highest number of Email addresses each month receives $50.
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SLO Promenade
San Luis Obispo, California
Fall coupon brochure
SLO Promenade inserts three seasonal coupon brochures a year; a gift-with purchase program and Shop to Help Your School! program; and advertising in the local college’s newspaper and hotel on-site. Featured is the coupon brochure that was inserted in the Tribune newspaper in October to attract customers to the center with coupon offers.
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Baldwin Hills Crenshaw Plaza
Los Angeles, California
Mall-wide cross-promotion
Movie screen advertisement
To take advantage of the traffic that the on-site movie theatre brought, Baldwin Hills Crenshaw Plaza advertised on theatre screens. The mall promoted a 10% discount for theatre-goers who showed their ticket stub to participating mall tenants.
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Westdale Mall
Cedar Rapids, Iowa
Health, Beauty & Safety Fair
Direct mail postcard
To celebrate Self-Improvement Month, Westdale Mall held a Health, Beauty and Safety Fair in September. Tenants, local businesses and organizations were invited to set up a table in center court during a Saturday afternoon and offer free consultations or special discounts to shoppers. Representatives included free back adjustments from a local chiropractor; free makeovers from department store beauty counters, free blood pressure readings from the Visiting Nurses Association; discounted membership to the local gym, and other events. An enter-to-win promotion featured to encourage people to attend the event, with over ten great giveaways donated by merchants. This promotion was advertised through a direct-mail postcard. An enter-to-win entry blank was featured on the bottom.
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Cypress Plaza
Cypress, California
Direct mail coupons
Envelope art
Every quarter, Cypress Plaza sends out a seasonal mailer to 45,000 homes in their trade area, featuring coupon offers from each merchant and a center directory. In spite of a limited budget, this program allows Cypress Plaza merchants to stay connected with its customers four times a year.
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Ladera Center
Los Angeles, California
Photos with Santa
Event and coupon brochure
Ladera Center holds an annual “Free Photos with Santa” day in the month of December.
For one Saturday, Santa’s helper takes free Polaroid photographs of children with Santa and places them in a folder stating – Ladera Center, December 2007.
Each child can also have their face painted by the local Girl Scouts Troop and receive a special gift from Santa to take home. The promotion is advertised through a brochure insert in the community newspaper. The brochure cover promotes the “Free Photos With Santa” on the cover; coupon offers from center merchants inside and a categorized center directory on the back. Parents look forward to this traditional event, every year.
During the event, greeters on-site hand out coupon brochures to all shoppers.
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