The Program
Pine Tree is a leader in the acquisition, development, leasing, and management of necessity-based retail properties in the US.
A team of engaged retail property managers, Pine Tree wants to assure the success of its tenants. They created a Free Promotional Program for shopping center tenants to submit their upcoming sales, or events and Pine Tree promoted these through social media channels to drive more foot-traffic to the tenants.
Pine Tree needed an agency that understood their strategic objectives and was able to develop and implement a social strategy to achieve established goals. We were able to structure a program that provided original social media content generation, monitoring, and targeted Facebook Advertising campaigns for 8 shopping centers within their growing portfolio.
“We are so very happy with our partnership and appreciate the dedication of everyone who works at Solid Digital. Thanks for all that you do to make the social media at each of our properties successful!”
Kerri Wallace, Marketing Coordinator. Pine Tree
Goals & Challenges
Pine Tree’s main focus was on growing their social media audience across all of their shopping centers, increasing engagement and promotion of tenant deals & events.
The original strategy was to work with shopping center tenants in order to capture upcoming specials and events and promote it on the shopping centers’ Facebook pages. Unfortunately, tenants submissions were initially very low, which required us to fill the gap with additional content creation, and come up with creative ways to engage and collaborate with busy tenants.
Our Approach
With a low content submission frequency from tenants, we found it necessary to employ custom content creation for Pine Tree. Our team did the legwork to research and reach out to tenants to capture local and timely events, sales, and deals specific to each shopping center. With this research we developed a mutual content calendar, created and managed posts and promotion of strategic content.
Our plan included the development and implementation of regular tenant newsletters that allows Pine Tree to promote this Program during peak holiday seasons and remind tenants that this free social promotion is available to them.
Our work with Pine Tree included the following:
- 53 post engagement campaigns
- 62 page promotion campaigns
- 10 event response campaigns
Results
Through thoughtful content creation, event promotion, and targeted social media advertising, we were able to increase Pine Tree’s audience as a whole by 133.35%.
