Audience demographics and screens of choice are in constant motion. How can you connect with your target audience, what content should you be sharing, and what tools should you be using to reach them? These are questions that Deeter Gallaher Group helps every client answer.
For Smith Land & Improvement Corporation, we create campaigns that combine the engagement of social media, the power of public relations, and the data of digital for a powerful omnichannel cocktail.
The Pennsylvania-headquartered real estate development company has strategically leveraged Facebook campaigns to connect with two of their target audiences: consumers and tenants. They are building a community of loyal and engaged fans using shopping personas Lily & Tillie to share updates, sales, events, and attract national media attention.
The West Shore Plaza in Lemoyne, Pennsylvania, has been a shopping destination in central Pennsylvania since 1953. It boasts national and local anchors and is proud to provide “Opportunities for Enterprise” for local, small businesses which comprise nearly 60% of its tenant base.
American Express’s Small Business Saturday is a highlight of community outreach for the Plaza and for the second year it has become the voice of small business as a registered Neighborhood Champion for the national event.
Extending support for its small business tenants during a month-long Shop Small campaign, the Plaza joined forces with the Four Diamonds Foundation in 2015 to raise awareness and funds to fight pediatric cancer. West Shore Plaza fans were asked to visit one of the four participating Shop Small stores, take a picture with the life-size Lily & Tillie cutout, and post their photos to the West Shore Plaza Facebook page, Instagram, or Twitter using #WSPShopSmall.
At the completion of each of the four weeks, a Sweepstakes winner was selected and the winner was announced multiple times on the West Shore Plaza Facebook page, Twitter profile, and Instagram profile.
In-person photo ops were scheduled at Macris Chocolates, Neato Burrito, Ritters True Value Hardware, and K Novinger Jewelry for each winner to receive his/her prize and have their pictures taken with the store owner and the West Shore Plaza owner.
During the campaign, Deeter Gallaher Group combined event marketing, social media and content marketing, digital ads, and public relations to amplify the Shop Small story. Live coverage was secured by reporter Karissa Shatzer, ABC 27 WHTM, at Macris Chocolates and Neato Burrito, and by CBS 21 WHP at K Novinger and Ritters True Value Hardware.
The campaign brought in several significant donations to the Four Diamonds, raised awareness for small, local businesses and pediatric cancer, as well as increased foot traffic to the West Shore Plaza.
Deeter Gallaher Group measured content engagement, reach, media mentions, impressions, and store owner and customer responses. During the campaign, there was a 90.7% increase in the reach of Facebook posts and a 252.7% increase in overall social media activity.
Whether our clients are connecting with shoppers, potential tenants, existing tenants, community leaders, or the news media, we create compelling content that’s shareable on every screen and platform their audiences reside on.