Ancillary Marketing

Creation of sponsorship and advertising programs. We will conduct a complete and thorough review of our client's centers including retail marketing, sponsorship and advertising, evaluation of current inventory, partnerships, and online opportunities.

Basics

Initial Assesment

Review/Create Marketing Deck for Sponsorship/Partnership Marketing. Creation of sponsorship and advertising collateral material and digital content. Proposal development for sponsorship and partnership possibilities. Advise on organization of demographic information and site plan delivery capabilities which is crucial for securing national deals. Property assets and inventory review; suggestions for additions to same

 

Next Steps

Recommendations

Pricing recommendations including tier schedule and rate card. Showcase property to strategic national agencies and organizations to ensure opportunity for national mobile marketing tours and advertising campaigns. Assistance with legal deal contracts for ancillary income. Initial evaluation of directory units and static signage inventory, billboards, wallscapes, and pole banner locations. Assistance in navigating local government sign ordinances

 

Execution

Results

Exploration of regional partnership categories (i.e. auto, hospital, college/university, headquarters, banking, telecommunications/cable). Website and database evaluation to determine digital sponsorship inventory and assets. Conduct conference calls with national agencies and brands on behalf of the property. Prospect regional special events and properties to identify partner prospects, cold call to set exploratory partnership meetings. Create “new merchant” advertising packages and pricing. Plan and execute regional “Business Summit” to engage prospects and sponsors, allow networking and showcase of property. Position property to national film and television scouts, connect with regional filming office – design direct mail campaign through Creative Handbook. Promotional activity including: customer sampling; experiential retail displays

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