Smith Land & Improvement Corporation
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 the Deeter Gallaher Group helps every client answer. We define your audience demographics and focus on preferred screens of choice.
For Smith Land & Improvement Corporation, we create campaigns that combine the engagement of social media, the muscle of public relations, and the data of digital media for a powerful omnichannel cocktail.
The Pennsylvania-headquartered real estate development company has strategically leveraged social media campaigns to connect with two of their target audiences: shoppers at their Plazas and small business tenants and national anchors. They are building a community of loyal and engaged fans through their shopping personas, Lily & Tillie, who share updates, sales, events, and attract national and regional media attention.
The West Shore Plaza in Lemoyne, Pennsylvania, has been a shopping destination in central Pennsylvania since 1953. American Express’s Small Business Saturday is a highlight of community outreach for the West Shore Plaza and for the third year the Plaza has become the voice of small business as a registered Neighborhood Champion for the national #ShopSmall event.
Extending support for its small business tenants during a month-long #WSPShopSmall campaign, the Plaza joined forces with the Four Diamonds at Penn State Hershey Children’s Hospital in 2015 and 2016 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 Facebook, Instagram, or Twitter using #WSPShopSmall and tagging the West Shore Plaza social media platforms. At the end of each week, a Sweepstakes winner was selected and the winner was announced on the Facebook, Twitter, and Instagram.
In-person photo ops were scheduled at the Shop Small locations 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 #ShopSmall story. Live coverage was secured by reporters and kick-off events were hosted.
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 and sales to the West Shore Plaza. Deeter Gallaher Group measured content engagement, reach, media mentions, impressions, and store owner and customer responses.
Whether our clients are connecting with shoppers, potential tenants, existing tenants, community leaders, lawmakers, or the news media, we create compelling content that’s shareable on every screen.