The marketing program provides mall tenants with opportunities to advertise and promote their store beyond their lease line to other areas within the mall and throughout the community. A mix of traditional advertising, social media, and community networking is used to strategically help mall tenants exceed traffic and sales projections.
Eastview Mall
Marketing Director: Clare Canavan | General Manager: Mike Surtel
Market Research
In-depth, state-of the art market research software is utilized to generate a customer profile, shopper profile and buying habits in tandem allows the Eastview Marketing Director to create a yearly strategic marketing plan effectively focusing on the super-regional draw from all of Upstate New York.
Advertising
Marketing’s focus has been and will continue to be, a complementary mix of both traditional and new media advertising, utilizing both Eastview’s branded campaign and grassroots initiatives.
Traditional
Eastview produces professional high-quality campaigns geared at driving mall traffic. The Marketing Director works with top advertising agencies to produce commercials for digital, television, and radio. A media buying agency is utilized to maximize the impact of advertising dollars while measuring the effectiveness. Year-round print advertising, coordinated by the Eastview Marketing Director, enhances the campaign, and increases reach in both the primary and secondary markets. Outdoor advertising boosts frequency and reach during campaigns. Traditional advertising, used in conjunction with new media and other various opportunities keep Eastview in the forefront of shoppers’ minds.
New Media
Eastview utilizes the latest new media marketing technology year-round to complement traditional efforts. All new media initiatives are managed by the Eastview Marketing Director, allowing for consistent branding and cohesive messaging. Programs include:
- Responsive websites: 37,000+ unique visits per month
- EBlast: weekly email blasts promoting sales, events, and mall news reach close to 8,000 shoppers per week.
- Facebook: 31,000+ fans, weekly posts promote mall-wide events and/or news.
- Twitter: 2,400+ followers, used primarily as a news and announcement platform
- Instagram: 4,600+ followers, weekly posts to promote mall-wide events and/or news; also post to feature store launches and activations. Utilize both the grid and story features.
- Paid Social: Targeted audiences are reached through paid social advertising, both Facebook and Instagram, when significant content is published.
- Digital/OTT: Seasonal campaigns include static and video advertising in all markets. While digital is created in-house, display is facilitated by our media buying agency.
Tenant Opportunities
Regular advertising opportunities are available to Eastview tenants. These opportunities include feature in our eblast, promotion/offers listed on our website and our in-mall digital directories, highlighting a post on social media, display of 22×28 signs (tenant is responsible for producing signage), participation in community based in-mall events, and window displays. Retailers also receive discounted pricing on unique in-mall advertising, coordinated and billed by Walk-Up Advertising.
Public Relations
Long-term relationships with various media outlets allow the Eastview Marketing Director to achieve effective publicity results surrounding new store announcements, store openings, and other special mall events.
Events
Mall tenants are encouraged to participate in mall-organized community events. Events are held in the mall each month, with the purpose of increasing traffic, store awareness, and driving sales. Eastview also participates in various off-site events in the community to spread goodwill, increase awareness, search for tenant opportunities, and provide representation locally on behalf of the mall/tenants.
The Mall at Greece Ridge
Marketing Director: Owen Hetherington | General Manager: Jay Wilmot
Market Research
Utilizing the latest tools, the Marketing Director analyzes trade area demographics, consumer trends, and shopping patterns to effectively target consumers. Insights are also used to better understand evolving shopper behavior and support overall campaign effectiveness.
Advertising
Marketing’s focus has been and will continue to be, a complementary mix of both traditional and new media advertising, utilizing both Greece Ridge branded campaign and grassroots initiatives.
Traditional
Greece Ridge utilizes various forms of advertising including radio, television, outdoor, and print. Campaigns are developed around key retail seasons and major property initiatives to maintain strong visibility in the market.
New Media
The Greece Ridge Marketing Director utilizes a variety of in-house digital channels to reach shoppers. All new media initiatives are managed by the Marketing Director, allowing for consistent branding and cohesive messaging. Programs include:
- Responsive websites: 23,500+ unique visits per month
- EBlast: weekly email blasts promoting sales, events, and mall news reach 4,200 shoppers per week.
- Facebook: 18,000+ fans, weekly posts promote mall-wide events and/or news.
- Twitter: 800+ followers, used primarily as a news and announcement platform
- Instagram: 1,180+ followers, weekly posts to promote mall-wide events and/or news; also post to feature store launches and activations. Utilize both the grid and story features.
- Paid Social: Supporting seasonal campaigns, events, and new store openings.
- Digital/OTT: Seasonal campaigns include static and video advertising in all markets. While digital is created in-house, display is facilitated by our media buying agency.
- Influencer Collaborations: Partnerships with local influencers to promote events, new tenants, and property initiatives while expanding reach and engagement.
Tenant Opportunities
Regular advertising opportunities are available to Greece Ridge tenants. These opportunities include features in our eblasts, promotion/offers listed on our website and our in-mall digital directories, a store highlighting post on social media, display of 22×28 signs (tenant is responsible for producing signage), participation in community based in-mall events, and window displays. Retailers also receive discounted pricing on unique in-mall advertising, coordinated and billed by Walk-Up Advertising. For more information on tenant marketing opportunities, please contact the Marketing Director.
Public Relations
Greece Ridge maintains relationships with local media outlets to secure coverage for events, promotions, property developments, and new store openings.
Events
Mall tenants are encouraged to participate in mall-organized community events. Events are held multiple times each month, designed to increase foot traffic, enhance the customer experience, and support tenant initiatives. Events are strategically planned to align with peak retail seasons and community interest. Greece Ridge also participates in off-site community initiatives to expand reach and reinforce its role as a key destination in the Rochester community.
Pittsford Plaza
Marketing Director: Owen Hetherington | General Manager: Jay Wilmot
Market Research
Utilizing the latest tools, the Marketing Director analyzes trade area demographics, consumer trends, and shopping patterns to effectively target consumers. Insights are also used to better understand the Plaza’s customer base and refine overall marketing efforts.
Advertising
Marketing’s focus has been, and will continue to be, on traditional and new media advertising to highlight the developments at the property and keep Pittsford Plaza fresh in consumers’ minds.
Traditional
Pittsford Plaza utilizes various forms of advertising including radio, outdoor, and print. Campaigns support key retail periods, tenant promotions, and overall property visibility within the local market.
New Media
The Pittsford Plaza Marketing Director utilizes a variety of in-house digital channels to reach shoppers. All new media initiatives are managed by the Marketing Director, allowing for consistent branding and cohesive messaging. Programs include:
- Responsive websites: 9,500+ unique visits per month
- EBlast: weekly email blasts promoting sales and mall news reach 2,700+ shoppers per week.
- Facebook: 5,400+ fans, weekly posts promote mall-wide events and/or news.
- Paid Social & Digital Advertising: Targeted campaigns supporting tenants, promotions, and seasonal marketing.
- Digital: Seasonal campaigns include static and video advertising in all markets. While digital is created in-house, display is facilitated by our media buying agency.
- Streaming & OTT/CTV Advertising: Supporting broader campaign reach during peak seasons.
Tenant Opportunities
Regular advertising opportunities are available to Pittsford Plaza tenants. These opportunities include feature in our eblast, promotion/offers listed on our website, a highlighting post on social media, and participation in community-based events.
Public Relations
Greece Ridge maintains relationships with local media outlets to secure coverage for events, promotions, property developments, and new store openings.
Events
Plaza tenants are encouraged to participate in community events. Throughout the year Pittsford Plaza participates in various off-site events, including the Town of Pittsford, to help increase awareness and drive traffic to the center.
