Client: LBG REAL ESTATE + THE SHOPS AT HILLTOP
Title: HILLTOP REIMAGINED - STAY, SAVOR, PLAY
Category: MIXED-USE REDEVELOPMENT
Challenge:
LBG Real Estate Companies (LBG) acquired Hilltop Mall, now known as The Shops at Hilltop, in July 2017. The asset is part of a larger 77-acre project, Hilltop by the Bay, which is being redeveloped into a contemporary “live, dine and shop” destination serving the East Bay region.
Together with up to one million square feet of Class “A” Creative Office, world class entertainment, thousands of new residential units and two hotels, The Shops at Hilltop would include approximately 200,000 square feet of retail and service businesses, an array of premier restaurants, and entertainment.
LBG retained Strategy+Style to articulate the project vision and develop a repositioning strategy.
Approach:
Strategy+Style collaborated with ownership, on-site property management, leasing consultants and all stakeholders to create, implement and oversee a strategic B2B and B2C marketing plan. The team developed brand standards, messaging, and communications tools with the goal of repositioning the project, supporting leasing efforts and garnering community interest.
Tactics:
Evaluated the property’s trade area research reports to highlight and position key selling points relevant to potential tenants, including retailers, restaurants, entertainment concepts and service providers
Designed a new brand promise and architecture, including a brand identity and standards package
Wrote, designed and produced a comprehensive leasing kit and presentation materials
Designed and developed a new website, social media pages, email newsletters and more; crafted content for all digital communications
Identified B2B and B2C news announcement opportunities and executed media outreach to encourage area and industry trade news coverage
Secured media interviews; wrote talking points
Brought the branding to life through a robust on-site signage package, including large format barricade graphics, posters and back-lit directories
Results:
Strategy+Style’s efforts to reposition The Shops at Hilltop to the real estate industry and the community through executive advisory, creative branding and marketing services resulted in cohesive brand strategy, leasing traction, area and trade news coverage and positive community impact.
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