Colonnades Shopping Centre was one of the first centres in the Centro Retail Australia (now known as Federation Centres) stable to engage in social media as part of its marketing communications mix in 2012.
The Centre’s customer base is drawn from the immediate southern suburbs as well as the Fleurieu Peninsula and Victor Harbor and represents a broad demographic, from retirees through to young families and singles.
Colonnades needed to build on its brand image amongst its southern trading area, but equally enjoyed a loyal following from locals who considered it their hub. Meanwhile, this target audience is very social media savvy. Herein lay the opportunity for social media to consolidate and build upon this sense of community whilst also increasing trade for the centre’s retailers. It was also well timed with the development of a new website with greater content management capability.
communikate et al worked closely with the Centre’s marketing team to develop a comprehensive social media strategy using a process which included a discovery session with key stakeholders, research, policy and crisis management development alongside strategy development, resourcing and implementation guidelines and education and training.
The results included the creation of a highly successful Facebook page boasting a total of 63,110 engaged users from October 2013 – May 2014, 1,614 new ‘likes’ and 1,983,587 total impressions. The Facebook page garnered an average daily page engagement rate of .91%, as compared with an industry standard of .52% for retail Facebook pages.
Marketing support for centre retailers has facilitated a greater sense of community amongst stakeholder groups and access to new customer groups.
communikate et al has since been awarded the role of managing Facebook for Federation Centres across Australia.