Digital: Online & Offline
Created digital, including social, online and search, campaigns for more than 20 clients with various budgets.
Composed the overall Digital strategy for Office Leasing and Pacific Centre Shopping Mall. Digital was integrated into all aspects of Marketing: Social, Web, CRM, SMM, SEO, B2B and B2C campaigns.
Sears (725 Granville) Redevelopment Project: CRM, Video, Video Wall and Tenant Email
Customer Database Management: Pacific Centre Shopping Mall and Office Leasing
Social Media: Pacific Centre Shopping Mall
Built and rolled out several multi-faceted communication plans for major redevelopments as well as sizeable property capital projects.
Developed and executed strategic plans for a mixed-use property. Results: Retail In 2012 Pacific Centre was ranked number ONE in North America for sales per square foot at $1580. Yearly traffic 18M. . Office Eleven Towers and Office Leasing - Property vacancy rate was below the downtown Vancouver average (6.9%) by 4.65% at 2.25% (Dec 2014) and tenant satisfaction was at 75% (2014).
There are several brand identies that are used at Vancouver Properties but the most recognizable brand is Pacific Centre and the I AM DOWNTOWN campaign. Pacific Centre was ranked the highest sales per square foot shopping centre in North America in 2012 and in 2013 Pacific Centre was number one in Canada and fourth in North America, according to Retail Insider.
The I AM DOWNTOWN Campaign was a finalist in both the International Council of Shopping Centre Maxi (International) and Maple Leaf (Canadian) Awards.
Media, PR & Sponsorship
Worked collaboratively with the PR Team to create Direct-to-Content material for Dominion Lending Centre and Retirement Concepts. Both clients were trying to reach different ethnic groups so the content was translated into three different languages: Traditional Chinese, French and Punjabi
Media buying, Advertising creative production management and PR events were part of the Marketing Strategy at Vancouver Properties. PR events were used to extend the budget.
Leveraged the 2010 Olympics by fostering relationships with key Olympic sponsors that resulted in maximum exposure for the client while generating more than $800,000 in corporate sponsorship dollars for Cadillac Fairview
Sponsorship and Special Events. Including: movie shoots, in-mall activations and in-property advertising. Exceeding yearly budgets over 4 years by 34%