30 Days to Brand Beautiful
Client: The Simpson Organization + Vero Beach Outlets
Title: 30 Days to Brand Beautiful
Category: Branding
Challenge:
Vero Beach Outlets was under new ownership and a competitive outlet center recently opened nearby. The Simpson Organization asked Strategy+Style to submit a retooled annual marketing program and to create a completely new brand identity. The timeframe was critical: as the snowbird and Canadian traveler season would start in January, Strategy+Style had only 30 days to complete programming and launch new advertising as to not “go dark” during the pivotal season that equated to 25.8% of the center’s annual sales.
Approach:
Strategy+Style collaborated with ownership, operations and the on-site marketing to learn about the outlet center’s core values, history and future objectives. The team agreed Vero Beach Outlets needed to reposition itself separate itself from the newly-opened competitor located just an hour’s drive away and to elevate its consumer branding to better communicate its store collection and value proposition.
Tactics:
Strategy+Style created a new brand identity that would be consistent across all touchpoints and resonate with the center’s core shopper. Because Vero Beach is a region without a defined MSA, it was critical to have a strong visual voice or the team would simply drive shoppers to its competitors. Working to develop a cohesive annual marketing plan, the team strategically shifted dollars to concentrate on the regional market.
Results:
- The center’s new marketing campaign launched in time to capture the winter snowbird and Canadian traveler market, with the following elements:
- Consumer branding advertising including traditional print, digital/online, billboards and radio.
- “Winter Clearance” advertising including on-site signage, digital/online communications, radio spots, PR activity and social communications.
- A new, improved website which went live in just 28 days.
Following Strategy+Style’s new branding launch, the center enjoyed heightened leasing interest with Restoration Hardware Outlet, Rack Room Shoes, Francesca’s and Wilson’s Leather.
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