DC Metro Marketing Content Calendar Recap 2020
In 2020 We... Supported 19 merchant
Organized 24 Events &
Sent 118 customer eblasts from 7
grand openings.
Activations across the portfolio.
properties to over 63k subscribers
Sent a total of 14 leasing
Created our first
Rebranded Pentagon Row.
eblasts to our 330
sonder/sway gift guide featured in
Hello, WestPost!
Mid Atlantic Brokers
Bethesda Magazine.
And so much more! / 2
Contents
In this deck, we summarize our 2020 DC Metro Marketing Calendar: LINK You will find: • Leasing eblasts • Sonder/sway eblast & Holiday Gift Guide • Pay it Forward Activations • Marketing initiatives Decks • Media Coverage Books by Quarter • Merchant Communications & Eblasts • Property Summaries (events/activations, openings & Eblasts) • Appendix
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Leasing Eblast
Leasing eblasts were
January Eblast
July Eblast
January B Eblast
August Eblast August results
February Eblast
sent every month to our
February B Eblast
Mid Atlantic Brokers (330
April Eblast April results
subscribers).
March Eblast
May Eblast June Eblast
September Eblast September results October Eblast October results November Eblast November results December Eblast December results
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sonder/sway
sonder/sway eblast were sent on the first of every month.
Current subscribers: 53,345
This year, we had our first guest posts from a merchant partner and local community bloggers:
Kendra Scott, Bethesda Row
The Kendra Scott Give Back (August)
Samantha E. – Lifestyle blogger in the DMV
Veg Love (September)
Oh My Gourd, Pumpkins! (October)
Whiskey Business (November)
Cozy for the Holidays (December)
In October we purchased a 16-page spread in Bethesda
Eblasts
Top 20 posts of 2020
January
July
February
August
March
September
April
October
May
November
June
December
1.
Everyday is a Sundae (July) – 592 views
2.
Pantry Raid (May) – 537 views
3.
Toast 'Em If You Got 'Em (August) – 471 views
4.
Summer. Spiked! (July) - 485 views
5.
Veg Love (September) – 404 views
6.
We Got The Meat! (October) - 304 views
7.
I Heart You (February) – 298 views
8.
Wake and Bake (April) – 288 views
9.
Destination: Imagination (July) – 283 views
10. Tequila Time (February) – 276 views 11.
Runaway Runway (August) – 265 views
12. Exercise Anywhere-ish (May) – 239 views 13. Keep Calm, Keto On (October 2019)– 226 views 14. Whiskey Business (November) – 216 views 15. Dear ____, (October) – 212 views 16. MMMMMMami (September) – 204 views 17. Snuggle Buddy (September) – 194 views 18. The List: Pineapple Express'd (August) - 192 views
Magazine’s digital holiday gift guide. View more details
19. Ready, Set, Bite! (February) - 190 views
about the gift guide in the next slide.
20. Treat Your Self (February) - 185 views
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sonder/sway GIFT GUIDE
Participating Merchants:
Anthropologie
Indochino
REI
Apple
Irresistibles
Sassanova
Athleta
J. McLaughlin
Scout & Molly
Barnes & Noble
Johnny Was
Sephora
Belina Boutique
Kendra Scott
Serena & Lily
The digital gift guide was emailed to Bethesda
Bluemercury
Lands’ End
ShoeFly
Magazine and sonder/sway subscribers totaling over
BuyBuyBaby
Lane Bryant
South Moon Under
Chico’s
L.L. Bean
Sur La Table
David’s Bridal
LouLou
The Cottage Monet
The gift guide was also promoted in eblasts from each
Evoluxxy
Lucky Brand
The North Face
of our Montgomery County properties, paid ads, and
Follain
Marine Layer
TJ Max
organic social.
Framebridge
Morley
Ulta
Gap
Neuhaus
Uniqlo
H&M
Olive & Loom
Warby Parker
Hadlee
Pampillonia
West Elm
Heyday
Paper Source
Williams Sonoma
Home Depot Design Center
Peloton
World Market
Indigo Octopus
Porsche
Yves Delorme
Red Orchard
The digital gift guide was live from Nov 9 – Dec 24.
View the Bethesda Magazine gift guide here
56 merchants and 102 products were featured.
78k contacts.
View the sonder/sway gift guide Issuu link here.
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Pay it Forward The Pay it Forward campaign was a surprise and delight activation in partnership with selected merchants throughout our neighborhoods. Our team purchased gift cards to cover the cost of a handful of customer transactions, and those customers were given another gift card to pay it forward to another customer on-site the property before they leave.
Participating Merchants:
42 merchants participated in the campaign from Sept – Dec.
Pike & Rose
Rockville Town Square
Bethesda Row
Olive & Loom
Kyoto Matcha
Bethesda Bagel
Sweetgreen
Berry Cup
Quartermaine
Bibibop
The Cottage Monet
Follain
BurgerFi
Dawson’s Café
Sassanova
Bonchon
LouLou
Scout & Molly
Morley
&pizza
Vie De France
Nando’s
Taylor Gourmet
Spice Xing
Pentagon Row
Nando’s
Wildwood
Congressional Plaza
Nando’s
Basic Burger
Amore Congelato
Lebanese Taverna
Bun’d Up
Flower Child
LebTav
Irresistibles
Appalachian Springs
Belina
Banner's Hallmark
Hadlee
Village at Shirlington
South Moon Under
Taco & Pina
Indigo Octopus
Damn Good Burger
Bethesda Bagels
Village Marche
Fish Taco
The Cookery
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Pay it Forward Cont. MERCHANT FEEDBACK “They were very happy and I appreciated their loyalty to us during the pandemic. Some of them emailed us and some said that they will express their satisfaction on the Rockville Town Square website. Thank you for this wonderful idea. It went really well.” - Betsy N., Vie De France
“The first one that I gave out was to a couple that said the store smelled good when passing by and then ended up coming back later. They were very surprised and grateful for the gift card and ended up giving the other gift card to another woman in line. Many of the people that I gave gift cards to ended up giving the other one to the next person in line or another person that was there. It has made a great success so far and everyone has appreciated being involved.” - Cotton W., Bethesda Bagel
“Pay it Forward went great. The customers were shocked and very appreciative of the gesture. We did see gift cards returned already. So thank you.”- Kebba G., Big Buns Damn Good Burgers
“It went great! We executed Friday afternoon and people were extremely appreciative. We even ended up getting a 5 star yelp review! Thank you so much for the support.” – Chris B., Flower Child View more merchant quotes in the appendix. / 8
Marketing Initiatives Deck
SUMMER 2020 DECK
FALL 2020 DECK
WINTER 2020 DECK
WINTER 2021 DECK
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2020 Quarterly Coverage Books Q1 & Q2 Q1 COVERAGE BOOK PIECES OF COVERAGE: 71 ONLINE READERSHIP: 355M ESTIMATED COVERSAGE VIEWS: 637K SOCIAL SHARES: 18.3K AVERAGE DOMAIN AUTHORITY: 64 VIEW Q1 ARTICLES HERE
Q2 COVERAGE BOOK PIECES OF COVERAGE: 42 ONLINE READERSHIP: 68.8M ESTIMATED COVERSAGE VIEWS: 1.23M SOCIAL SHARES: 9.36K AVERAGE DOMAIN AUTHORITY: 71 VIEW Q2 ARTICLES HERE / 10
2020 Quarterly Coverage Books Q3 & Q4 Q3 COVERAGE BOOK PIECES OF COVERAGE: 67 ONLINE READERSHIP: 74.4M ESTIMATED COVERSAGE VIEWS: 524K SOCIAL SHARES: 4.72K AVERAGE DOMAIN AUTHORITY: 60 VIEW Q3 ARTICLES HERE
Q4 COVERAGE BOOK PIECES OF COVERAGE: 83 ONLINE READERSHIP: 243M ESTIMATED COVERSAGE VIEWS: 1.07M SOCIAL SHARES: 3.64K AVERAGE DOMAIN AUTHORITY: 61 VIEW Q4 ARTICLES HERE / 11
Merchant Marketing Communications & Eblasts 2020
January Feb promo request (1/10)
February Mar promo request (2/10)
March Apr promo request (3/10) COVID-19 DC Metro communication (3/17) Promo request & tagging property accounts (3/21) Maryland Covid Update (3/23) Sent to MD merchants Virginia Covid Update (3/23) Sent to VA merchants Request for video content (3/26)
April Passover & Easter promo request (4/6) Promo request for Mom’s, Dad’s and Grad’s (4/21) Taste of Rockville Participation Info (4/23) Sent to RTS and CP restaurant merchants
May Summer 2020 updates and Jun promo request (5/22)
June Jul promo request & Local Opens lists (6/18)
July
Al Fresco Shopping (7/9) Sent to Moco merchants Aug promo request (7/23) First time using the new Federal branded eblast template and featuring media articles.
August Sept promo request and Fall Shop & Sale (8/20) Fall Shop & Sale update and reminder (8/21)
September Fall Shop & Sale reminder (9/8) Oct promo request (9/20)
October sonder/sway Gift Guide participation request (10/8) Sent to Moco retail merchants Nov promo request (10/21)
November sonder/sway gift guide “thank you” Dec promo request (11/20)
December 12 Days of Joy merchant participation request (12/3) Jan 2021 promo request (12/20)
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Property Summaries EVENTS/ACTIVATIONS, OPENINGS, EBLASTS, & SOCIAL NUMBERS CLICK THE LINKS BELOW TO JUMP TO EACH OF THE PROPERTY SUMMARIES IN THE APPENDIX
Pentagon Row
Bethesda Row
The Village at Shirlington
Pike & Rose
Wildwood
Congressional Plaza
Montrose Crossing, Federal Plaza, Gaithersburg Square, & Plaza Del Mercado
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Thank You. DC METRO MARKETING TEAM DCMETROMARKETING@FEDERALREALTY.COM
Appendix.
Pentagon Row 2020 SUMMARY
Events/Activations Rock The Rink (2/27 & 3/9) F45 Summer Outdoor Series (Jul-Sept) Music Buskers (Jul-Sept) Fall Shop & Sale (9/18-9/20) Sip & Stroll (Dec-2021) Pay it Forward (Sept – Dec) Ice Rink (Nov-Spring 2021) Rebranding to Westpost
Openings Napoli (11/10)
Social Media Facebook Likes – 6,583 Rating – 4.4 Instagram Followers -1,335
Eblasts
• January (1/8)
• July (7/17)
• February (2/2)
• August (8/8)
• March (3/2)
• September (9/8)
• April (4/4)
• October (10/9)
• May (5/2)
• November (11/18)
• June (6/25)
• December (12/11)
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The Village at Shirlington 2020 SUMMARY
Events/Activations
Social Media
Eblasts
DMV Foodie: Cheestique (2/4)
Facebook Likes – 9,077 Rating – 4.5
• January (1/9)
• August A (8/7)
• February (2/1)
• August B (8/28)
• March (3/1)
• September A (z9/7)
• April A (4/1)
• September B (9/30)
• April B (4/20)
• October A (10/7)
DMV Foodie – Damn Good Burger
• May A (5/1)
• October B (10/22)
Pay it Forward (Sept – Dec)
• May B (5/22)
• November A (11/10)
• June (6/26)
• November B (11/20)
• July (7/16)
• December A (12/12)
Music Buskers (Jul-Sept) Fall Shop & Sale (9/18-9/20) Sip & Stroll (Oct-2021) DMV Foodie – Taco & Pina
Openings Taco & Pina (5/5) CVS (8/30)
Instagram Followers –3,030
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Wildwood 2020 SUMMARY
Events/Activations
Social Media
Fall Shop & Sale (9/18-9/20) Pay it Forward (Sept – Dec)
Facebook Likes – 1,031 Rating – 3.6
Openings
Instagram Followers – 973
Indigo Octopus (9/25) Sarah’s Ice Cream (10/3) Piccoli Piatti (10/19) J. McLaughlin (11/20)
Eblasts
• January (1/10)
• July (7/15)
• February (2/3)
• August (8/9)
• March (3/3)
• September (9/9)
• April (4/3)
• October (10/10)
• May (5/3)
• November (11/10)
• June (6/26)
• December (12/11) / 18
Bethesda Row 2020 SUMMARY
Events/Activations
Social Media
DMV Foodie: Terrain Café (1/28)
Eblasts
Facebook Likes – 5,897 Rating – 4.5
• January A (1/10)
• July A (7/7)
• January B (1/30)
• July B (7/21)
• February A (2/10)
• August (8/11)
• February B (2/20)
• August (9/27)
• March A (3/4)
• September A (9/7)
• April A (4/6)
• October A (10/6)
• April B (4/15)
• October B (10/27)
Johnny Was (3/14)
• May A (5/5)
• November A (11/10)
Serena & Lily (7/31)
• May B (5/24)
• November B (11/24)
Hawkers (11/9)
• June A (6/17)
• December A (12/9)
Fall Shop & Sale (9/18-9/20) Woodmont Streetery (June)
Blue Ribbon Flower Truck (Jul-Aug) Instagram Followers – 4,580 The Blooming Truck (Aug-Dec) Equinox Outdoor Series (Oct-Nov) Pay it Forward (Sept – Dec) Openings
• December B (12/22) / 19
Pike & Rose 2020 SUMMARY
Events/Activations
Social Media
Eblasts
Pike Kids: Stella Barra (2/29)
• January A (1/15)
• July B (7/30)
Blue Ribbon Flower Truck (Jul-Aug)
Facebook Likes – 11,623 Rating – 3.6
• January B (1/29)
• August A (8/12)
The Blooming Truck (AugCont. 2021)
Instagram Followers – 6,200
• February A (2/12)
• August B (9/27)
• February B (2/24)
• September A (9/8)
• March A (3/9)
• September B (9/23)
• April A (4/2)
• October A (10/9)
• April B (4/20)
• October B (10/28)
• May A (5/7)
• November A (11/11)
• May B (5/22)
• November B (11/24)
• June A (6/18) • July A (7/8)
• December A (12/10)
Fall Shop & Sale (9/18-9/20) Pay it Forward (Sept – Dec) Openings Evoluxxy (2/15)
• December B (12/23) / 20
Congressional Plaza 2020 SUMMARY
Events/Activations
Social Media
Eblasts
Fall Shop & Sale (9/18-9/20)
Facebook Likes – 3,706 Rating – 4.2
• February (2/2) • August (8/8)
Pay it Forward (Sept – Dec) Openings Barnes & Noble (8/5)
Instagram Followers – 776
• January (1/9)
• July (7/17)
• March (3/2)
• September (9/8)
• April (4/2)
• October (10/9)
• May (5/2)
• November (11/18)
• June (6/25)
• December (12/12)
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Rockville Town Square 2020 SUMMARY
Events/Activations
Social Media
Eblasts • January A (1/9)
• August (8/14)
• January B (1/30)
• August (9/29)
• February A (2/11)
• September A (9/9)
• February A (2/20)
• September B (9/24)
• March A (3/10)
• October A (10/9)
Make Art Visible with VisArts (Nov-2021)
• April A (4/7)
• October B (10/29)
Openings
• April B (4/21)
• November A (11/12)
• May A (5/8)
• November B (11/26)
• June A (6/19)
• December A (12/11)
• July A (7/9)
• December B (12/24)
Rock The Rink (1/31 & 3/5) Fall Shop & Sale (9/18-9/20) 355 Pod Space partnership with VisArts Ice Rink (Nov-Spring 2021) Pay it Forward (Sept – Dec)
La Vie Nails (9/1) Gyuzo Japanese BBQ (11/7)
Facebook Likes – 20,964 Rating – 4..4 Instagram Followers – 4,263
• July B (7/29) / 22
Montrose Crossing, Federal Plaza, Gaithersburg Square & Plaza Del Mercado 2020 SUMMARY
Openings Juicy Seafood – PDM (8/3) Home Depot Design Center - Montrose Crossing (9/7) Crumbl – Federal Plaza (10/1) Allure Jewelers – Gaithersburg Square (11/1) Ronky Hair Salon– Gaithersburg Square (11/1)
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Pay it Forward Additional Merchant Quotes: "They have loved it!! Each staff got to choose and truly customers were floored. Such a kindness!“ Caya C., The Cottage Monet (Rockville Town Square) “So far the pay it forward program has been delightful. A lot of guests are surprised at first then grateful and they realize how cool it is! The team absolutely loves it!” Jovanna B., &pizza (Pike & Rose) “Our customers have been really excited and appreciative. One customer said it’s a great idea and she gave her gift card to a neighbor who has never shopped in our store and is looking forward to using it.” Mina K., Sassanova (Bethesda Row) “The customers who received their free meal enjoyed it. I gave the vouchers to a couple mall employees, residents of Post, and Riverhouse for the most part as those are the areas I want to target business from.” Basic Burger (Pentagon Row) Lucille, it was great fun. I gave out half of the gifts last Thurs and the remainder on Friday. People were delighted and surprised. I encouraged them, at your suggestion, to stop a stranger in the street or in a restaurant and spread the joy. One woman planned to share her card at Carlyle where she was heading to lunch. Another was going to get a haircut and planned to give it out there. Cary Kelly, The Cookery (Village at Shirlington)
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