3. Columbia Center
Retailer Marketing Objectives
Develop and Enhance our Retail Marketing Relationships
Provide you with strategic corporate, regional, and local level market
contacts to facilitate the design, and streamline the implementation, of your
marketing programs at Columbia Center.
Design and Implement Marketing Programs and Services to
Support the Growth Objectives of our Retailer Marketing Partners
Our marketing programs and services have been improved, providing Columbia
Center retailers more choices in building consumer connectivity and developing
engaging, integrated marketing campaigns.
Our goal: To engage our tenants in all relevant Simon Property Group
& Columbia Center retailer marketing programs and services.
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4. Retailer Marketing Support
Extensive Ongoing Support for Columbia Center Retailers
Backlit/Handheld Directories Public Relations Support
Simon.com Digital Marketing/Social Media
Grand Opening Support Retailer Showcase
Brand Event & Promotion Support Advertising Placements
Ongoing Mall Events & Promotions Monthly Retailer Newsletters
Hiring Lists & Job Fairs
‘Fashion Friday’ Mall Trends Videos Retailer Participation map for Girls Night Out ULTA Beauty team @ Mom’s Nite Out
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5. Simon Retailer Showcase
Support seasonal Offers, News and Events with our very
successful complimentary channel marketing program
By posting your Offers, News and Events on the Retailer Showcase platform, your message will
automatically be distributed to multiple channels. Select top offers will be sent to Mobile Shopper
Club members and posted on our mall Facebook and Twitter pages.
Simon App for Mall Email Blasts Mobile Web Mobile Shopper Club Facebook and Twitter
Mall Websites
iPhone and Andriod
Learn More at http://www.simon.com/retailpromotions/
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6. Digital Marketing at Columbia Center
The complimentary Simon Malls app for
South Shore Plaza Digital Stats iPhone and Android allow shoppers the
convenience of a personal shopper in
5,000+ Facebook ‘Likes’ the palm of their hands.
1100+ Twitter Followers
5300+ Mobile Shopper Club Members
15,470+ Email Subscribers
Over Shoppers visit simon.com for the latest
1,700,000 event and property information specific to
fans currently their local Simon mall. Over 6MM monthly
engage with visitors to simon.com in 2012.
Simon Malls
on Facebook.
Have shoppers “Check-In” at your
Simon’s Twitter store to unlock badges and earn
pages currently Provide a unique offer or prize points. Donate items to Mall Office to
boast over that shoppers will text in to use as incentives for check-ins at
160,000 win/reveal. Drive shoppers into the Mall.
followers. your store for redemption. Each Simon mall is active on
Over 6.5MM sent in 2012. Foursquare, and in 2012, over
130,000 people a month have
checked-in to one of our malls.
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7. Public Relations Support – Coverage Examples
More than 8Million Earned Media impressions in 2012
TOP FATHERS DAY GIFTS
Good Morning Northwest (TV)
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8. Simon Guest Services and Simon GiftCard
Shoppers appreciate this central mall hub where they come for
inquiries, transactions, and retailer information
Simon Guest Services staff members are knowledgeable on:
Simon Kidgits Club Retailer Store and product information
Simon Mobile App and Shopkick App Retailer Showcase information
Mobile Shopper Club registration Simon Giftcard program
Drives shopper spending back to mall
Charitable information; Simon Youth Foundation
Other payment product information
Local mall marketing and community initiatives
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9. Seasonal Photo
Santa @ 180+ Malls; Easter @ 160+ Malls
6.25 million shoppers line up for photos with Santa;
approximately 320 million shoppers will visit the 170+ Simon
Malls in 67 DMA’s.
Touch more than 1.3 million visitors visit with the Easter
Bunny and gain exposure to 68-million shoppers
More than 1/2 of shoppers who visited other malls, felt
that their Simon Mall’s Santa experience was better than any
other Santa experience!
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10. Grassroots Marketing @ Columbia Center
Over 30 unique events were implemented last year, providing
complimentary opportunities for consumer engagement!
Tri-Cities Holiday Parade
Celebrate Dads & Safe Summer Back2Style Back-to-School Fashion
Events include:
Multi Mall National Programs
Diaper Derby, Facebook Like-A-Thon,
Miss Tri-Cities Fashion Show,KidFit
Kids weekly Fitness, Summer Concert
Series, Columbia Center Supports the
Arts, Local Celebrities Contest, Holiday
Entertainment and much more…
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11. The Simon Kidgits Club
This membership program connects consumers to our
retailers who want to reach moms, dads, and kids
Enjoy complimentary access
to this key segment.
Our Kidgits club has over 4,000
active members.
We typically see 200-300 guests
at each of our monthly events.
Kidgits is live in over 100 Simon
Malls nation wide.
We’ve signed up over 2,059 new
members just last year -2012.
Columbia Center has largest
Kidgits Club in the company.
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12. Integration into Kidgits
Include a coupon or promotional item
New Member enrollments every day
Birthday gift distributed at monthly party or via birthday card
bounce back.
Event gift bag distributed at monthly Kidgits events.
Feature a promotion
Simon.com postings updated daily
Kidgits coupon sheet offers printed monthly
Create activity stations at Kidgits events
Member Birthday parties monthly
Seasonal and special member events
Create your own Kidgits event
Bring in the supplies and staffing, we’ll provide the space,
staging area AND promote it!
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14. Annual Kidgits Super Duper Mini Chef
Old
Country
Buffet
hosted
‘Worms
in Dirt’
chef craft
Northwest Beauty hosted a
macaroni necklace craft
Kidgits Members received
aprons and hats
TINY TOTS
Fashion Show
Pretzel
Maker
hosted mini
pretzel bites
and
sprinkles Mall Restaurant, TWIGS BISTRO sponsored the event and demoed cupcake baking
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15. Mall Media
Marketing tools with turn-key deployment
Custom large format media dominates the mall environment
Standees Sky Banners 22x28 Posters
Floor Clings
Table Clings Table Tents
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18. Mall Displays and Events
Engage shoppers in mall common areas - invite them to your
store with a gift or bounce-back
The Children’s Place
BTS Kidgits Fashion Show
LEGO – Master Builder Event
H&M Baby Loves Disco Lucky Brand
Tim Gunn Event
Journey’s BBQ
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20. The Body Shop
Grand Opening
Mall Event
Swag Bag Inclusion
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21
21. New Store Opening Check List
When? What? How? When? What? How?
Send store name and retail Send brand logos, official
Mall
ASAP category to mall marketing, 3-4 Weeks Out Web Listings brand descriptions and web
Directories
plus primary for integration. links for simon.com listing.
Plan should include pre-
Mall Media event, now open, and Mall Simon Malls to add listing as
8 Weeks Out 3-4 Weeks Out
Strategy seasonal messaging for full Websites "Coming Soon".
year coverage.
Register for RSC, or have
corporate registrant add new
Provide your PR information Retailer malls to current registration,
Public and contacts so we can align and post Grand Opening
4 Weeks Out 2 Weeks Out Showcase
Relations strategy with our PR team. messages (News, Offers,
(RSC)
Events).
Grand Opening
Grand Opening Events
Work with Simon team to Simon Mall team to
develop launch strategy. recommend local
Event Greeters, Displays, etc. Partnership opportunities: grass roots
4 Weeks Out Ongoing
Planning with Simon events, coupon books,
Local Event Integration special events, new social
Provide store contacts for media programs, etc.
event opportunity notification.
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22. Our Retailer Marketing Objective
Ensure our retailers receive clear, comprehensive and
impactful marketing support.
For more information on local marketing involvement, please contact:
Patricia Bardin
Director of Marketing and Business Development
Columbia Center
pbardin@simon.com
O: 509-783-2109 C: 509-551-5531
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23. 2013 Marketing Plan Summary
Calendar Overview
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Caring
Santa
9th= Fashions Special
Mom’s Night Out Needs
Nite Out
5th= FALL
Mall Love Story SPRING Diaper
Derby fair RUNWAY
Contest Game RUNWAY
Faces of preQual
Show Nov23rd
16th=
Breakfast
Kidgits = Santa
w/ BUNNY Contest Photos
MINI 14th= KGH
Miss [SBV] Mall-
CHEF Tri-Cities Wide Event 30th=
16th
= Holiday
Fashion 19th=
Easter Show Parade
SPOOK
Photos
23rd= TACULA
R
Book ColumCen
Costume
Blast Supports Fashion Evenings of
24th= the Arts Summer Local
SHow Joy Music
Concert Celebrities
Caring Contest
Series
Bunny Series
