Objectives & Marketing Strategy

Create awareness for the Shops at Midtown using locally sources images and video. Utilize these custom media assets to promote special events and specific things to do there including happy hour, lunch, dinner and shopping.

Marketing Strategy:

DDR Corp. plans to invest in producing up to two events on a monthly basis to help draw attention to the Shops at Midtown and give people a reason to attend on a regular basis. One of the marketing objectives is to promote these events using  radio and outdoor media, as well as digital channels such as social media which can also help gather feedback from attendees to determine what people like about the events.

As Midtown is made up of retail shops as well as a variety of restaurants and bars Green Dot suggests promoting specific things to do there – such as a business lunch or happy hour. To help make people aware of all the fun things to do at Midtown sourcing custom photography and video clips is of key importance. Since Green Dot is local to the area, we could source the following without the need to book models and secure permits:

• Food & drink photos
• Buildings and building exeriors
• Bartenders & Hostesses
• Events – shoot at DDR events
• Aerial shots – drone

Occasionally hiring models to get good people shots would be beneficial. For example, we could spend a day touring the shops with a couple, as well as a 3 girlfriends having fun shopping at various retailers. That shoot would produce enough photography and video content to use 2-3 months.

Having locally relevant, fresh, vibrant content available to promote the Shops at Midtown will be a game changer. Instead of using stock photography social media pages, posts and ads will come alive with images and video clips showing the location, the food, the drinks and many of the retailers located there.

One existing issue is where to link these posts to? There is currently no dedicated website for the Shops at Midtown which makes it difficult to measure the success of the promotions, and also challenging to acquire email addresses from those people engaging with the promotions.

We recommend developing a dedicated website for the Shops at Midtown to make promotions more effective by having landing pages with dedicated content DDR can control. The site can include a calendar to make promoting monthly events easier and feature landing pages designed to solicit email addresses from visitors.

Once site visitors sign up to receive email promotions it will be that much easier and more cost effective to promote the events DDR plans to produce, as well as drive traffic to restaurants and retailers using coupons or other content distributed via email.

Green Dot can help as little or a much as DDR prefers. This proposal includes managing content production – both video and still photography – as well as designing and producing the website, social media advertising, page management, website maintenance and media management as needed. However, these services can be bundled in any combination. If you have questions, just ask.