Evolving Shopping Center in Brandon, Florida

Since July 2015, Simply Promotions had been a key partner in the mall’s marketing success, evolving from event curator to preferred marketing strategist. Our decade-long collaboration has yielded impressive results:

1. Executed over 40 successful onsite activations
2. Increased millennial engagement by 35% through targeted events
3. Boosted customer retention rates by 28% from 2015 to 2024
4. Achieved a 45% growth in foot traffic during promotional periods

Although The Center had a Marketing Director, they struggled to organize marketing and events tailored to specific demographics consistently. Time constraints and staffing limitations hindered their ability to create impactful, millennial-focused programs. Recognizing these obstacles, Simply Promotions provided specialized expertise and innovative solutions.

Our comprehensive approach addressed the mall’s unique objectives:

1. Demographic-Targeted Event Curation
2. Brand-to-Consumer Program Development
3. Strategic Resource Allocation
4. Data-Driven Event Planning and Execution

By leveraging our expertise, the mall has successfully navigated the complexities of modern retail engagement, establishing itself as a premier destination for shoppers and brands alike.

The Challenge

1. Boosting late-night dining and foot traffic in the restaurant courtyard
2. Attracting and retaining millennial and family demographics
3. Increasing customer engagement and return visits
4. Collecting valuable customer data for email marketing campaigns
5. Overcoming time and staffing constraints for organizing promotional programs

Our Solution

Simply Promotions developed the “Late Nites on Westfield Street” program, a comprehensive initiative tailored to the mall’s unique needs:

1. Scalable Monthly Events: Created a series of captivating promotions targeting millennials interested in entertainment and late-night dining
2. Data Collection Strategy: Designed events to gather valuable customer information for future marketing efforts
3. Community Engagement: Involved local artists and performers to create a vibrant atmosphere in the restaurant courtyard
4. Social Media Integration: Leveraged social platforms to promote events and encourage user-generated content
5. Long-term Strategy: Developed a six-month-long event series for sustained interest and repeated visits

Success Results

The “Late Nites on Westfield Street” program, operational since 2020, has yielded impressive outcomes:

1. Increased Foot Traffic: Attracted over 10,000 customers to the mall’s restaurant courtyard during its three-year run
2. Enhanced Customer Database: Generated more than 5,000 new email marketing leads with a 90% retention rate
3. Industry Recognition: Received the prestigious Maxi Award in 2021, highlighting the program’s innovative approach
4. Community Impact: Strengthened ties with local millennials and families, repositioning the mall as a late-night destination
5. Longevity and Growth: Successfully ran for three years, demonstrating sustained success and evolution

Implementing the “Late Nites on Westfield Street” program, Simply Promotions helped the mall overcome its challenges and achieve its vision of becoming a vibrant late-night dining and entertainment hub. This success story showcases the power of innovative, demographic-focused marketing strategies in transforming traditional shopping centers into dynamic community spaces.

ICSC MAXI Awards for 2021 recognized innovative events, programs, and technology in the marketplaces industry across various categories, including shopping centers over and under 500,000 square feet, community, experiential, impact, innovation, launch, and revenue categories