Summer 2021 SPRING CAMPAIGN RESULTS REMINDER - SUMMER SHOP & SALE: JUNE 25 - JUNE 27 ALCOHOL TO-GO GET YOUR SPACE SELFIE READY! SUMMER THROWBACK NIGHT: WESTPOST JUNE 23 AND PIKE & ROSE JULY 14 MUSIC BUSKERS AT WESTPOST, VILLAGE AT SHIRLINGTON AND ROCKVILLE TOWN SQUARE THE PICK-UP
Marketing Campaign Spring Results Campaign Goal: Awareness Facebook ● Total Impressions: 1,859,647 ● Reached: 335,829 unique people Spotify ● Total Impressions: 51,434 ● Completion Rate: 87.86% ● CTR: .31% ● Reached: 40,109 unique people We met our goal for impressions for the Spring Campaign at 1,911,081 total at an optimized cost per impression 93.8% below Facebook’s average. Moving forward, we will continue to increase impressions by diversifying our marketing mix by exploring additional digital marketing touchpoints.
Summer Shop & Sale Reminder for the next region-wide Shop & Sale event: Friday, June 25th - Sunday, June 27th Retailers - Al fresco shopping will be encouraged. To prepare for the Shop & Sale weekend, begin to think about what end-of-spring sale items and new summer product can be displayed outside of your shop. Restaurants - This will be a great weekend to feature any specials or limited menus to customers. Feature a special dish, cocktail, or service offering such as happy hour or brunch to kick off the summer season.
Alcohol To-Go Continues Montgomery County Restaurants: To-go alcohol service has been extended until June 2023! Take advantage of this extension and continue to offer to-go alcoholic beverages to your customers. Read more about the extension in the Bethesda Magazine article here. The Village at Shirlington and Westpost Restaurants: Please remember that the Sip & Stroll program is available at your properties. Customers can take their favorite beverages to-go and sip, stroll and shop around the neighborhood! Learn more about the program on each of the property websites here: • Village at Shirlington: Sip & Stroll • Pentagon Row: Sip & Stroll News about Sip & Stroll have been featured in ARLnow, Washingtonian, and Eater DC.
Get Your Space Selfie Ready On June 15th, Governor Hogan announced the end of the COVID19 state of emergency in Maryland effective July 1. On June 30th, Virginia’s state of emergency will end as well. At that time, all emergency mandates and restrictions will end. This includes the below highlights: ● ●
Masks will no longer required in any setting, including schools, camps, and child care facilities. Businesses and other workplaces are still able to set their own policies, but there will not be a legal mandate from the state requiring masks at any location.
Are you reopen ready? With re-opening upon us and more customers eager to visit: ● ● ●
Retailers- are your hours of operation capitalizing on restaurant diners perusing shops before and after dinner/lunch rush times? Restaurants- Does your dining room look and feel open and ready to serve or are you still in carryout mode? Foot traffic counts are up across all properties. Let’s keep them trending that way by presenting businesses accordingly.
Summer Throwback Night Westpost: Wednesday, June 23rd — 5-8pm located on The Plaza Get more information and RSVP to the Facebook event here.
Pike & Rose: Wednesday, July 14th — 5-8pm located at the Canopy by Hilton Rooftop Guests are invited to grab their neon fanny packs and best early-90’s attire to join us for a choose-your-own-adventure night of throwback summer fun. Events include Live arcade games, interactive painting, amazing food and beer, and a complimentary laser background photobooth. The event is in partnership with DC Fray, whose audience reach via mutual promotion includes over 30,000 area-members
Music Buskers at Westpost, Village at Shirlington, and Rockville Town Square To add a little musical ambiance to a few of our neighborhoods throughout the summer, music buskers will be performing at:
Westpost: Saturday 6pm-8pm and Sunday 11am-1pm Village at Shirlington: Saturday 6pm-8pm and Sunday 11am-1pm Rockville Town Square: Friday 6pm-8pm There will be signage at each of the properties during the music busker performance. If you have any questions about this activation, please feel free to reach out to the team at dcmetromarketing@federalrealty.com.
The Pick-Up Continue to utilize The Pick-Up, a branded curbside program for customers to easily pick-up orders from our shops and restaurants. The Pick-Up, where on public streets, will operate in partnership with parking authorities in local jurisdictions, and where in private lots, by Federal solely. The Pick-Up should be considered a resource in your larger toolkit, as you welcome customers back for either a first return visit, or for more frequent visits. However they place an order with you—online, via email, over the phone, or through your social channels, merchants should work directly with their customers on how to notify them upon arrival to The Pick-Up. To include The Pick-Up into your customer messaging, access the digital toolkit here. In the toolkit, you will find • The Pick-Up logo • Digital stickers to place on your website or ordering platform • Social media files to use on your social platforms to promote the service To find where The Pick-Up spaces are located in your property, click here. Please note that spaces may change and relocate over time as we respond to demand.
Thank You.
- DC Metro Marketing Team