15. Community
Imagination Stage was founded as BAPA (Bethesda Academy
of Performing Arts) in 1979 in response to the urgent need for
arts education for young people. The company was renamed
Imagination Stage in 2001 in anticipation of its move to its
downtown Bethesda theatre arts center in 2003. Imagination
Stage has grown from a handful of children in a single
classroom to a full-spectrum theatre arts organization, with
nationally-acclaimed programs for children who are deaf (Deaf
Access) and children with physical or cognitive disabilities
(AccessAbility Theatre).
1992 Imagination Stage professional children’s theatre opens at
White Flint Mall.
22. Thank you
B Clarke Green
301.318.6364 C 301.365.6613 H
Clarke_Green@mac.com
Editor's Notes
Branding CampaignHelped design and execute five year branding campaign at Dulles town center by selecting and manipulating Norman Rockwell ‘s artwork to the retail situation. The campaign maximized the Center’s strengths by reflecting the family and hometown values portrayed in the art. The ad campaign established the Center in the customer’s minds while creating an emotional connection that enabled us to generate double-digit increases in traffic every year for the first five years. Current totals are approaching 10 million shoppers per year.
The Galleria at Tysons II Renewed Momentum Campaign – The ad campaign’s goal was to create a distinction between the two Tyson Corner Shopping Centers.The campaign consisted of full page , black and white ads run in The Washington Post weekly for six months. They were adaptations of fine art chosen to reflect the Center’s fine collection of stores with a hint of humor meant to soften the stuffy image projected by the high end stores. The campaign delivered double – digit traffic and sales increases and won a Gold Medal at The Retail Conference Awards.
Loyalty Incentive ProgrammingCreated a Holiday incentive program “VIP Greenback” at White Flint Mall in 1992 to counter recession and competitor’s $100 million renovation that was draining overall sales and our primary fashion merchants too. The program was based on sliding scale redemption. Shoppers were rewarded 10% on purchases over $100. In just thirty-four days the program processed $235,000 in gift certificates to 6,200 customers. The bounce back volume generated over $3million in sales by the end of January. This helped stem the tide of merchants leaving to go to Montgomery Mall as well as established the model for a VIP Rewards Program that thrived for another ten years.
Springfield Mall’s Rewards Program-Our 2008 goal of generating a $1,000,000 was met in the first 6 months. We put over 3,000 unique customers into our database for future marketing promotions.As of 9/1/08 we have 6,007 redemptions with $150,175 paid out in Gift Cards and 204 Gift Catalogs generated $1,552,750 through the program!It’s all about finding spending thresholds and added value.
SponsorshipsCirque de Soleil – Convinced nuevo arts/circus act in 1990 to leave their downtown Washington location for the entertainment craved suburbanite’s shopping destination at Tyson’s Galleria. A twelve-year deal valued over $1million in trade and revenue that helped establish the Galleria’s fashion identity.
Dulles Town Center’s Airline PlaystripDevised an aeronautic themed children’s play area to tie in to Loudoun County’s primary employers the airline industry and the Dulles International Airport. The soft play children’s play area is swarming with children every day – all day. The playstrip is on its third sponsor having earned over a quarter of a million dollars
Viva Italia was a joint marketing effort at the Lerner’s two Washington regional shopping center’s White Flint and Dulles Town Center. We teamed up with The National Italian American Foundation, Alitalia and The Rafael Group hoteliers to create a month long international event. The feature aspect of the campaign was the Fall Fashion catalogs that were shot in Northern Italy, depicting our mall’s stores merchandise and our sponsors. Choreographed fashion shows, wine tastings, merchandise and travel giveaways helped round out the promotion that exceeded $250,000 in trade and publicity exposure for each center.
The Perfect Holiday Shopping Environment – The early nineties brought a huge awareness on the environment and recycling. We took these general concepts and applied them to our retail holiday campaign. I pitched and secured a deal with the Friends of the National Zoo. The major elements of the campaign were: Unbearable- Bearable- a gift with purchase plush panda, the National Zoo’s icon .Cycle – Recycle- bicycles recycled for needy kids. Peace on Earth – Christmas tree recycling for mulch and seedlings. Canned food- Feel Good- canned food drive in the public school system. Paws and Claws pet photos with Santa to benefit the local SPCA. The campaign led the Zoo to create their own off sites and increased their membership in their key market by 40%. One of White Flint’s best performing holidays with a 16% sales increase over the previous year.
