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2016 Shopping Malls - A Case Study


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As an integrated marketing provider, we have experience working with brands & agencies of all sizes. RAVEN5 was approached by Upper Oakville Shopping Centre to create a responsive website and a solution to offer customers coupons on a monthly basis.

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2016 Shopping Malls - A Case Study

  1. 1. Shopping Malls A RAVEN5 Case Study
  2. 2. RAVEN5 is an Oakville based integrated marketing agency. We work with agencies, national brands and public relations firms to create experiences as unique as your customers. What does RAVEN5 mean? Ravens are often viewed as symbolic messengers that tell a story while the 5 represents the maximum time in seconds that you have to captivate one’s attention. Our mission is simple: Get consumers to engage with your brand. About RAVEN5
  3. 3. Our approach to working with you As an integrated marketing provider, we have experience working with brands & agencies of all sizes. RAVEN5 was approached by Upper Oakville Shopping Centre to create a responsive website and a solution to offer customers coupons on a monthly basis. What did we provide? RAVEN5 designed and developed a custom website and mobile app to meet all the needs of Upper Oakville. As well, we created a contest marketing program that features a weekly gift card giveaway that offers consumers the ability to print or send mall coupons to their email. RAVEN5 also created and monitored the following supporting tactics to drive traffic and find new local Oakville prospects: • Targeted weekly email marketing campaign • Ongoing social media organic posting campaign
  4. 4. Introduction – Who is Upper Oakville Shopping Centre? Tucked away at the corner of Upper Middle Road and Eighth Line in Oakville, Ontario. UOSC has been your neighbourhood go-to place since 1986. Year after year Upper Oakville Shopping Centre is voted one of the best places to shop in Oakville by readers of both the Oakville Beaver and North Oakville Today. The neighbours know Upper Oakville Shopping Centre (UOSC) offers more than 50 diverse shops, restaurants and professional services. Upper Oakville Shopping Centre really does meet the needs of the residents of North East Oakville.
  5. 5. Oakville Shops Website: Overview RAVEN5 developed a fully customized responsive website for Upper Oakville Shopping Centre utilizing the Plujo CMS (Content Management System). The website allows consumers to view a mall map, learn about each store, discover upcoming events, apply for jobs, sign up for the mall’s newsletter, and much more.
  6. 6. Oakville Shops Website: Home Page Home page featuring rotating banners, latest news & events and a newsletter signup. Share buttons are offered across the full website on all pages. As well, the navigation bar offers quick links to all 50 stores sorted by category, social links and the ability to perform a site-wide search.
  7. 7. Oakville Shops Website: Store Pages Each store received their own dynamic dedicated webpage including the following: • Custom banner • Description • Store hours • Address with link to Google Maps • Contact information • Mall map with a marker • Additional section where they can share their offers, sales, etc.
  8. 8. Oakville Shops Website: News and Events The News and Events page allows the mall or any of the tenants to easily promote upcoming events or news. Each event posted will dynamically create it’s own webpage and be featured in the right column across the entire website. There is also a calendar view available if the user prefers.
  9. 9. RAVEN5 Website Modules Listing Your website may require additional modules or features to meet your business goals. Here is a full listing of all the available tools when you build your website with the RAVEN5 Team: • Web Page Manager • Ad Manager • Audio Manager • Banner Manager • Blog • Contact Forms • Events • FAQ • Photo Gallery • RSS Feeds • News • Staff Manager • Testimonial Manager • Video Manager • Store • Donations • Email List Manager • Website Statistics • SEO Tools
  10. 10. Upper Oakville Shopping Centre App After completing the new website, RAVEN5 also developed an app for the mall available on iPhone and Android devices. The app allows users to view a store directory, discover upcoming events, receive coupons, and get directions to the mall from their current location.
  11. 11. Neighourhood Secret Contest Marketing Campaign RAVEN5 created a contest marketing campaign for Upper Oakville Shopping Centre called Neighbourhood Secret. The campaign features a weekly gift card giveaway with a dedicated channel for each store. Neighbourhood Secret also includes monthly printable or downloadable coupons.
  12. 12. Neighbourhood Secret Campaign: Tenant Channel Each of the 50 tenants located in the mall received a dedicated channel for one week of the year. The channel includes their logo and a customized banner with their branding, messaging and gift card offering. This example shows TD Canada Trust’s channel.
  13. 13. Neighbourhood Secret Campaign: Tenant Channel Opt-in Every channel encourages consumers to opt-in for a chance to win a $50 gift card to the store of the week and receive coupons. Upon opt-in, the mall receives the customers information including: • First and Last Name • Email • Gender • Birthday • Postal Code All of RAVEN5’s contest marketing programs ensure opt-ins are CASL- compliant in Canada.
  14. 14. Neighbourhood Secret Campaign: Coupon Selection After opting in successfully, the user is given the ability to select their coupons from all the mall’s current offerings. In this campaign, the coupons are updated and replaced on a monthly basis.
  15. 15. Neighbourhood Secret Campaign: Sharing After selecting their desired coupons, users are directed to the share page where they are encouraged to share and win. Social sharing allows businesses to expand their reach and find new prospects through friend-to-friend marketing. We encourage consumers to share by offering a bonus entry for each friend that enters via their customized share link.
  16. 16. Neighbourhood Secret Campaign: Coupon Autoresponder Email Selected coupons are automatically sent to the customer’s email address upon completion. The users are also offered the option to print their coupons if preferred.
  17. 17. Contest Marketing Benefits Increase Brand Awareness Your consumers create chatter about your brand while discovering prospects. Build Email Lists Reach your audience directly when you have something to share. Gather Data and Insight Learn about your consumers and adjust your future marketing accordingly. Increase Social Followings Bring attention to what your brand is doing. Engage & recognize your consumers. Distribute Coupons or Offers Encourage product trials and sales. Allow for brand (re)discovery and stay top-of-mind.
  18. 18. Blueberry Fields Website: Overview Upper Oakville Shopping Centre recently introduced a new community garden in partnership with local chairty Home Suite Hope called “Blueberry Fields”. RAVEN5 developed a website for the garden utilizing the Plujo CMS (Content Management System). The website allows consumers to sign up to volunteer, read blogs and view galleries of the garden.
  19. 19. Email Marketing Campaign RAVEN5 created an email marketing campaign to promote the gift card giveaway on a weekly basis to the existing email database. We also created a “Get To Know Us” monthly newsletter and a quarterly refer a friend email campaign to expand the reach.
  20. 20. RAVEN5 has setup and continues to manage Upper Oakville Shopping Centres’Facebook, Twitter, and Google+ accounts. The weekly gift card giveaway has become an essential part of the social media scheduling focusing on a different store each week. Social Media Management
  21. 21. The Results With the development and ongoing advertising efforts of UOSC’s website and Neighbourhood Secret campaign, Upper Oakville Shopping Centre has achieved the following results: • Distributed coupons • Drove in-store traffic • Increased website traffic • Increased brand awareness
  22. 22. Next Steps: Website Packages If you’re interested in setting up your own website, the RAVEN5 team can assist. See our standard website pricing below and contact us today for more details and/or a proposal. Basic Modules: Web Page Manager, Ad Manager, Banner Manager, Contact Form, Website Statistics, Audio Manager, Blog, Events, FAQ, Photo Gallery, Inbound RSS, List Manager, News, People Manager, Staff Manager, RSS Feeds, Testimonial Manager, Video Manager. Advanced Modules: Store, Donations, Bulk Emailer. SSL certificate an additional $200 annual charge. Monthly maintenance charge of $50 (Paid semi-annually). Email addresses additional.
  23. 23. Next Steps: Contest Marketing Packages We build fully responsive contest microsites with tailored emails that fit your brand's look and feel. Pricing includes design and development of a contest microsite, email template design and deployment plus a survey or coupon. Contact us today for more details and/or a proposal.
  24. 24. Thank You RAVEN5 is ready to help your brand today. Now for something completely different, here’s Sean Ely discussing how to find new customers through contest marketing. Contact: | 289 474 5505 x700