Marketing & Customer Development Summary Q2 2022
Table of Contents 2022 Marketing Content Calendar • • • • • • • • • • • •
Q2 DC-Metro Overview Press Coverage and Announcements Bethesda Row Rebrand and New Website Launch Mid-Campaign Metrics - Spring Launch Spring Campaign Recap Summer Campaign sonder/sway Virginia Launch and sonder/sway Q2 Summary Marketing Activations & Experiences Upcoming From the Portfolio in Q3 Merchant Communications Leasing Eblasts Appendix: Property Summaries ○ Bethesda Row, CocoWalk, Congressional Plaza, Pike & Rose, Rockville Town Square, The Village at Shirlington, Westpost, Shops at Wildwood / 2
Q2 | DC-Metro Overview Supported 19 Merchant Grand Openings (+111% yoy) Gloss Lab, Bethesda Row Hello Betty, Pike & Rose Target, Westpost Burlington, Montrose Crossing JCrew Factory, Congressional Plaza HomeSense - Montrose Crossing Lens Crafters, Pike & Rose Maman, Bethesda Row Madewell, Bethesda Row Lauduree, Bethesda Row
Simon Pearce - Bethesda Row Jenni Kayne - Bethesda Row South Block - Pike & Rose Roaming Rooster, Pike & Rose Kusshi Sushi, Westpost Banditos, Westpost Diament Jewelry - Shirlington Mimi’s Handmade Ice Cream, Westpost Georgetown Hill Preschool - Congressional
18 Events, Activations and Pop-ups Light Tunnel, Westpost Makers Market, Westpost Fox 5 Zip Trip, Bethesda Row Spring Fling, a Village Block Party, Shirlington First Fridays, Rockville Town Square Summer Solstice Picnic, Bethesda Row & Shirlington
239 Pieces of Media Coverage (+96% yoy) Ad Equivalency of Coverage: $679K Total Readership of Coverage: 361M
B2C Neighborhood Eblast Open Rate Average: 35.6% (*Retail industry average Open Rate: 18.39%) Total DC-Metro Subscribed Audience: 63,867
B2B Leasing Eblasts Open Rate Average: 79.6% Q2 open rate average increased 22% from Q1
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Press & Announcements TOP PRESS STORIES & ANNOUNCEMENTS 239 Total Mentions (+20% from Q1) Ad Equivalency of Coverage: $3.7M Total Readership of Coverage: 2Billion*
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*Verifying data points with PR agency
ARLNOW ○ A ‘taco temple’ is expected to open in Pentagon City next month Ft: Banditos Bethesda Magazine ○ Laduree Paris bakery now open on Bethesda Row Ft: Laduree and Maman Eater: ○ The 15 Hottest New Restaurants Around DC Ft: EKO House, Planta, Sparrow Room, & Nighthawk Pizza ○ Meet Hello Betty, Pike & Rose’s New Color-Soaked Seafood Spot with Crabs Galore Ft: Hello Betty FOX 5: ○ Fox 5 Field Trip: Kyoto Matcha for National Eat What you Want Day Ft: Kyoto Matcha ○ FOX 5 Field Trip: Exploring the cravings at North Bethesda's Pike and Rose Ft: Hello Betty and Call Your Mother Deli The Washington Post ○ The 25 best tacos in the DC area Ft: Taco Bamba and Taco and Piña ○ Five neighborhood ice cream shops worth going out of your way for Ft: Mimi’s Handmade Ice Cream ○ 2022 Spring Dining Guide Ft: Melina, El Mercat, Thai Chef, Planta, and Salt Line The Washingtonian: ○ Dog Bars Are Booming in Washington—and More Are on the Way Ft: Bark Social ○ Best of Summer: Where We’d Have a Drink Right Now Ft: Nighthawk & Sparrow Room
View all Q2 articles HERE and Q2 Key Statistics report.
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Bethesda Row Rebrand Earlier this year we revealed Bethesda Row's new brand and now we're excited to introduce the new Bethesda Row website! In addition to the launch of the new website, you will notice the influence of the brand on temporary window graphics and other areas around the property. You can find a copy of the brand kit here.
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Spring Campaign Recap Instagram ● ● ●
Impressions: 5,419,275 Clicks: 5,977 CTR: .11%
Facebook ● ● ●
Impressions: 1,786,058 Clicks: 8,653 CTR: .48%
Google Performance Max ● ● ●
Campaign Dates: 2/14 - 5/20 Goals: Drive awareness, foot traffic, and permission to indulge. Spotify and Google Performance Max were new successful mediums we tried this quarter and will continue to expand the rest of the year. All of our ads are completely responsive creating a cost effective campaign.
Impressions: 981,657 Clicks: 7,440 CTR: .76%
Spotify ● ● ● ●
Impressions: - 86,916 Reach: 981,657 Clicks: 100 CTR: .12%
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Summer Campaign This summer we’re turning the volume up with “Everything You Want”—from a fresh new wardrobe, to a must-try new restaurant—and all of the wants in between. A new addition to the summer campaign collateral are the dedicated signs for the Everything You Want Summer Playlist on Spotify. These playlists are curated by our lifestyle publication sonder/sway. New playlists are released every month and with every new seasonal campaign. Follow sonder/sway on Spotify and take a listen to the entire catalog of playlists.
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sonder/sway More Around The Region This Quarter, a Virginia sonder/sway edit was shared with all of our subscribers from Westpost and Shirlington, totalling 9,972 subscribers. This edit will go out quarterly to our subscribers. The Virginia edit allows the value of sonder/sway to benefit the merchants in the full DC Metro Marketing portfolio. Visit sonder/sway site view all the articles under the “More Around The Region” category will feature merchants in Westpost and Shirlington. / 8
sonder/sway Merchants Featured: 48 ● Subscribers: (MD) 45,178 (VA) 9,972 Avg Open Rate: 29.1% (-2% decrease) Avg CTR: .4% (-33% decrease) Total article page views: 1,513 (-28% decrease)
April ○ Maryland Eblast: 25.3% Open Rate, .3% CTR ○
Articles - 394 total article page views ■ Newsworthy Fashion Trends (179 page views) Ft: Scout & ■ ■ ■
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Molly’s, Kendra Scott, Gorjana, Morley, Evoluxxy, Wiley Grey, Nailing Your Comfort Zone - (106 page views) Ft: Ulta, GLOSSLAB What's in My Carry On: Spring Break Addition - (109 page views) Ft: Barnes & Noble, Marine Layer, Williams Sonoma, Anthropologie, Bluemercury, TJMaxx Treats in Bloom - (247 page views) Ft: Georgetown Cupcake, Kusshi, Sarah’s Handmade Ice Cream, Astro Doughnuts, ● Kyoto Matcha, Asia Bistro
Virginia Eblast: 26.9% Open Rate, .4% CTR ■
Articles - 362 total article page views
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Activated and Restored (69 page views) Ft: Origin Coffee Lab & Kitchn, Road Runner Sports, F45, Club Pilates, Planet Fitness, Restore Hyper Wellness, Privai 5(More) Steps Forward (46 page views) Ft: TJMaxx, Target, Le Village Marche Treats in Bloom (247 page views) Ft: Georgetown Cupcake, Kusshi, Sarah’s Handmade Ice Cream, Astro Doughnuts, Kyoto Matcha, Asia Bistro
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May ○ Eblast: 29.9% Open Rate, .2% CTR ○
Articles - 289 total article page views ■ ■
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Say Yes to the Guest- (135 page views) Ft: Sassanova, Anthropologie, H&M, David’s Bridal Registry Re-Do - (57 page views) Ft: West Elm, Kendra Scott, Framebridge, Le Village Marche, Target, Paper Source, L.L. Bean, The Container Store, Anthropologie, Sur La Table It's Teatime - (59 page views) Ft: William Sonoma’s, Anthropologie Play This - (38 page views)
June ○ Eblast: 34.2% Open Rate, .5% CTR ○
Articles - 468 total article page views ■ ■ ■
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Thanks, Teach! - (110 page views) Ft: Flex All Day, Bluemercury, Sarah’s Handmade Ice Cream, Good Day, Sunshine! - (160 page views) Featuring: Road Runner Sports, Ulta, Athleta, Pike’s Peak 10K What's Your (Sun)Sign? - (113 page views) Ft: LensCrafter, Warby Parker, Anthropologie, Scout & Molly’s, Indigo Octopus, JCrew Factory, South Moon Under, L.L.Bean, H&M Streetwear Vibes - (85 page views) Ft: Ross, Marshalls, Indigo Octopus, South Moon Under, Madewell
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Activations & Experiences FOX 5 ZIP TRIP Bethesda Row, May 17th Fox 5 took their summer Zip Trip visit to Bethesda Row where 7 of our merchants were featured: Bethesda Bagels, Quartermaine, Equinox, Sassanova, Spanish Diner, Mon Ami Gabi, and Planta.
SPRING FLING, A VILLAGE BLOCK PARTY Village at Shirlington, May 21st The first annual Spring Fling Village Block Party was attended by 5,000 visitors and boasted an impressive lineup of over 60 vendors. Unique activations included roller skating, a photo bus, live band and DJ, a kids zone and more.
Watch a recap of all of segments here.
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Activations & Experiences FIRST FRIDAYS Rockville Town Square, June 3rd - October 7th
FIRST FRIDAYS is a monthly activation of the town square and it’s businesses. First Fridays kicks off at 5:30pm with live music on the square beginning at 6pm.
SUMMER SOLSTICE PICNIC Bethesda Row, Village at Shirlington, June 21st In partnership with Picnic and Peonies, we hosted a summer solstice party at Shirlington and Bethesda Row. We had 54 attendees at Bethesda and 46 attendees at Shirlington. Read the Washingtonian feature here.
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Activations & Experiences Light Tunnel Westpost, April 7th-21st
Makers Market Westpost, May 15th - May 29th
This immersive audiovisual installation expands the art of attention and connection creating an exhilarating out-of-body experience unique to each individual that visited Westpost.
Maker’s Market was attended by approximately 300-500 visitors per event and hosted a full plaza of 25 vendors each day. A mix of unique craft goods from local vendors were on full display and music was provided by a DJ.
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Upcoming From The Portfolio Q3 ●
Merchant Partnership Activations ○
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Signature Theatre ■ Hotter Than July: Stevie Wonder (7/5-7/17) ■ The Color Purple (8/16-10/9) Equinox Yoga On The Row (7/9) Nighthawk & Banditos Concert Series (7/9, 8/27, 9/23) Night Market Lucky Danger (9/24) Spanish Diner Paella Party (7/30) Gyuzo Japanese Culture Festival Sport & Health Outdoor Fitness Series 7/29 & 30 - Eko House Soft Opening Levain First Anniversary party with Dolcezza (7/14) South Block Party (7/16)
View 2022 Events Deck here.
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PR Opportunities ○ ○
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Fox Five Zip Trip (7/8) National Pina Colada Day ■ Taco & Pina, Nada, South Block National Ice Cream Day ■ Mimi’s, Baked Bear, Sarah’s, Dolcezza, Kyoto Matcha
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DC Metro Activations ○ ○ ○
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First Fridays and Friday Night Concerts - Rockville Town Square Fall Shop & Sale/Trunk Show Congressional, Wildwood Summer Movie Series - Westpost ■ 8/17 Bandito’s presents Coco ■ 8/24 Bun’d Up presents Crazy Rich Asians ■ 8/31 Basic Burger presents Sandlot Markers Market 9/25 - Westpost
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Merchant Communications 783 Merchant Subscribers (-20% from Q1 - decrease due to a Q2 Avg Open Rate: 46.2% missed eblast resend in May) Q2 Avg CTR: 2.5% (-40% from Q1)
MERCHANT EBLASTS: April ● May Promotions Request (4/20) ○ May Marketing Initiatives Deck May ● June Promotions Request (5/20) ○ June Marketing Initiatives Deck June ● July Promotions Request (6/20) ○ July Marketing Initiatives Deck
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Leasing Eblasts & Results 362 Subscribers (+20.7% from Q1) 79.6% Avg Open Rate (+22% from Q1) 9.9% Avg Click Through Rate (+23% from Q1)
LEASING EBLASTS ●
April ○ April A Eblast ■ Featuring: Nighthawk Pizza ○ April B Eblast ■ Featuring: Eko House
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May ○ ○
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May A Eblast ■ Featuring: Jeni’s May B Eblast ■ Featuring: Banditos
June ○ March A Eblast ■ Featuring: Hello Betty at Pike & Rose ○ March B Eblast ■ Featuring: Maman at Bethesda Row
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Appendix.
Property Summaries EVENTS/ACTIVATIONS, OPENINGS, EBLASTS, & SOCIAL NUMBERS CLICK THE LINKS BELOW TO JUMP TO EACH OF THE PROPERTY SUMMARIES IN THE APPENDIX
Bethesda Row
CocoWalk
Congressional Plaza
Pike & Rose
Rockville Town Square
The Village at Shirlington
Westpost
Wildwood
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Bethesda Row
Average Eblast Open Rate: 43.8% (-11.1% vs. Q1)
Q2 SUMMARY
Events/Activations
Eblasts
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• April A (4/12) ○ Featuring: Landmark Theatre, Chaia, Sweetgreen, Cava, Anthropologie, Bluemercury, Williams Sonoma, Glosslab ○ Open Rate: 45.5%, CTR 1% • April B (4/26) ○ Featuring: Mon Ami Gabi, Gorjana, Georgetown Cupcake, Paper Source ○ Open Rate: 40.4%, CTR: .7% • May A (5/6) ○ Featuring: Framebridge, Jeni’s Splendid Ice Cream, Apple, Terrain Cafe ○ Open Rate: 41%, CTR: .3% • May B (5/23) ○ Featuring: Glosslab, Morley, Ideal Image, Sassanova, Anthropologie, Madewell ○ Open Rate: 43.9%, CTR: 1.2% • June A (6/6) ○ Featuring: Summer Solstice Picnic, Bonobos, Roosters, Heyday, Matchbox, Hawkers, Uncle Julios ○ Open Rate: 45.2%, CTR: 1% • June B (6/17) ○ Featuring: Summer Solstice, Maman, Laudurée, Jenni Kayne! ○ Open Rate: 47%, CTR: 2%
Hello Kitty Cafe (4/2) Fox 5 Zip Trip (5/27) Johnny Was Anniversary Party (5/21) Equinox Streetery Class Equinox Yoga on the Row (6/11) Summer Solstice Picnic (6/21)
Openings • • • • •
Gloss Lab (4/28) Laduree (6/3) Maman (6/6) Madewell (6/23) Jenni Kayne (6/25)
Social Media ●
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Facebook Likes: 6,138 Facebook Rating: 4.6 Instagram Followers: 6,240
/ 18 *Retail industry average: Open Rate - 18.39% / CTR - 3.32%
CocoWalk
Instagram Followers increased 3% in Q2 2022
Q2 SUMMARY
Openings
Events & Activations
• No new openings in Q2
Social Media • Facebook Likes: 9,879
● FP Movement Plaza Activations each Saturday in April and May ● Mother’s Day Brunch ○ The Key Club ○ PLANTA Queen ● INFINITY Summer Series Activations (5/28, 6/11, 6/18, 6/25) ● CocoWalk’s Loud and Proud for Pride (6/11)
• Facebook Rating: 4.1 • Instagram Followers: 8,668
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CocoWalk
Q2 SUMMARY
Eblasts ●
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April A ○ Open Rate: 60.2% ○ Featuring: Sweetgreen, Bluemercury, Sushi Garage April B ○ Open Rate: 52.9% ○ Featuring: Edward Beiner, Cinepolis USA, Gas Bijoux May A ○ Open Rate: 40.7% ○ Featuring: Salt & Straw, Europann-USA, Botanico May B ○ Open Rate: 56.7% ○ Featuring: PLANTA Queen, FP Movement, Duck N’ Sum June A ○ Open Rate: 60.6% ○ Featuring: PLANTA Queen, Sushi Garage, Botanico June B ○ Open Rate: 58.1% ○ Featuring: Mister01, Skinlab Miami, Sweetgreen
Average Eblast Open Rate: 54.9% (-2.8% vs. Q1) Q2 Potential News Reach: 18.51M (40 total articles/33 earned)
Press Mention Highlights: • The Infatuation: "Miami's New Restaurant Openings" • Edible South Florida "50+ Places to Take Mom for Mother's Day" • Miami Magazine: "Where to Lunch With The Girls in Miami"
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Congressional Plaza
Average Eblast Open Rate: 37% (+28.5% increase vs. Q1)
Q2 SUMMARY
Events & Activations • • •
Appalachian Spring Women’s Spotlight (4/30) Shop & Sale (6/3-6/5) Pooch Portraits (6/4)
Social Media ● ● ●
Facebook Likes: 3,738 Facebook Rating: 4.1 Instagram Followers: 1,028
Eblasts ●
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April (4/8) ○ Featuring: The Stories, Madison Reed, Athleta ○ Open Rate: 32.9%, CTR: .4% May (5/8) ○ Featuring: Chico’s, Barnes & Noble, Appalachian Spring ○ Open Rate: 38.5% , CTR: .5% June (6/1) ○ Featuring: Shope & Sale, Lands’ End, Athleta, Leb Tav, Taco Bamba, Matchbox, J. Crew Factory, BuyBuyBaby ○ Open Rate: 39.5% , CTR: .7%
/ 21 *Retail industry average: Open Rate - 18.39% / CTR - 3.32%
Pike & Rose
Q2 SUMMARY
Events/Activations • Pike’s Peek 10k (4/24) • Farm Market Opens (4/30-12/17)
Average Eblast Open Rate: 44.2% (-7.14% vs. Q1)
Eblasts •
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• Canopy Adopt A Pet (4/30) • Sport & Health Summer Fitness Series (5/28-6/25)
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• Bike to Work Day (5/20) • Summer House Solstice Party (6/21)
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Social Media
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• Facebook Likes: 12,013 • Facebook Rating: 3.5 • Instagram Followers: 9,348
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April A (4/14) ○ Featuring: Hello Betty, Sunday Morning Bakehouse, LL Bean ○ Open Rate: 46%, CTR: 2.5% April B (4/28) ○ Featuring: Farm Market, Bluemercury, Sur La Table, Canopy ○ Open Rate: 39.2%, CTR 1% May A (5/5) ○ Featuring: Evoluxxy, Summer House, H&M, The Residences ○ Open Rate: 45.3%, CTR: .6% May B (5/25) ○ Featuring: The Block, Hello Betty, BurgerFi ○ Open Rate: 43.2%, CTR: .7% June A (6/5) ○ Featuring: Hello Betty, Bark Social, LensCrafters ○ Open Rate: 43.5%, CTR: 1.2% June B (6/20) ○ Featuring: South Block, Roaming Rooster, Summer House, Bluemercury ○ Open Rate: 48%, CTR: 2.8%
/ 22 *Retail industry average: Open Rate - 18.39% / CTR - 3.32%
Rockville Town Square
Q2 SUMMARY
Events/Activations • VisArts Rockville Arts Festival (5/7-5/8) • City of Rockville Memorial Day Parade
Eblasts •
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• First Fridays (6/3, 7/1, 8/5, 9/2) • Friday Concert Series (6/3-10/7)
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• The Streetery on Gibbs (Ongoing) •
Social Media • Facebook Likes: 21,120
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• Facebook Rating: 4.4 • Instagram Followers: 5,263
Average Eblast Open Rate: 41.3% (+.5% increase vs. Q1)
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April A (4/15) ○ Featuring: Èkó House, Gold’s Gym, The Cottage Monet, Kumbia ○ Open Rate: 41%, CTR: 1.6% April B (4/27) ○ Featuring: First Watch, Hammer & Stain, Dawson’s Market, VisArts ○ Open Rate: 37%, CTR: .8% May A (5/12) ○ Featuring: Kumbia, VisArts, Saints Valley ○ Open Rate: 43.2%, CTR: 2.7%2.6% May B (5/24) ○ Featuring: First Fridays, Cottage Monet, Cutesy, Shop Local, Kumbia, El Mercat, Lebanese Taverna, Plaza Oaxaca, VisArts ○ Open Rate: 41.8%, CTR: 1.3% June A (6/8) ○ Featuring: El Mercat, Thai Chef, Plaza Oaxaca, Shop Local ○ Open Rate: 42.3%, CTR: 2.2% June B (6/22) ○ Featuring: Marble Slab Creamery, Lebanese Taverna, The Cottage Monet, Sushi DAmo ○ Open Rate: 42.5%, CTR 1.7% / 23
*Retail industry average: Open Rate - 18.39% / CTR - 3.32%
The Village at Shirlington
Q2 SUMMARY
Events/Activations • Spring Fling Block Party (5/21)
Eblasts ●
• Summer Solstice Picnic (6/21) ●
Social Media • Facebook Likes: 9,286 • Facebook Rating: 4.4
Average Eblast Open Rate: 43.8% (+26.6% increase vs. Q1)
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• Instagram Followers: 3,902 ●
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April A (4/2) ○ Featuring: Palette 22, Busboys & Poets, Le Village March ○ Open Rate: 39.3%, CTR .9% April B (4/16) ○ Featuring: Adara Spa, Hairplay Salaon, Massage Forever ○ Open Rate: 41%, CTR 1.3% May A (5/2) ○ Featuring: Copperwood Tavern, Dogma Bakery, Hardwood Artisans ○ Open Rate: 39.6%, CTR 1% May B (5/16) ○ Featuring: Palette 22, Copperwood Tavern, Taco & Pina, Stellina Pizzeria, Dudley’s Sport and Ale, Guapo’s Busboys & Poets, Astro Beer ○ Open Rate: 46.7%, CTR 1.2% June A (6/2) ○ Featuring: Damn Good Burgers, Signature Theatre, Bearded Goat Barber ○ Open Rate: 43.1% CTR .8% June B (6/16) ○ Featuring: Cheesetique, Stellina Pizzeria, Astro Doughnuts, AMC, Le Village Marche ○ Open Rate: 52.9%, CTR: 1.8% / 24 *Retail industry average: Open Rate - 18.39% / CTR - 3.32%
Westpost (Pentagon Row)
Q2 SUMMARY
Average Eblast Open Rate: 44.9% (+32.1% increase vs. Q1)
Events/Activations • Light Tunnel (4/7-4/21) • Banditos Food Truck
Eblasts ●
• Shakespeare Performance (4/1-4/3) • Barbie Truck
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• Makers Market (5/15, 5/29) • Cinco De Mayo Plaza Party (5/5) • Zero Prostate Cancer Run (6/18)
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• Banditos Grand Opening Party (6/18) ●
Openings • Target • Kusshi Sushi • Banditos
Social Media • Facebook Likes: 6,631 • Facebook Rating: 4.3 • Instagram Followers: 2,003
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April A (4/1) ○ Featuring: Target, Roadrunners, Light The Tunnel ○ Open Rate: 36.2%, CTR: .8% April B (4/14) ○ Featuring: Banditos Tacos and Tequila, Kusshi Sushi, Lebanese Taverna, Bun’d Up ○ Open Rate: 43.4%, CTR: 2.1% May A (5/1) ○ Featuring: Maker’s Market Series, TJMaxx, Zen Bistro & Wine Bar ○ Open Rate: 43.4%, CTR:.9% May B (5/15) ○ Featuring: Lucky Danger, LOFT, Mimi’s Handmade Ice Cream ○ Open Rate: 45.4%, CTR: 2.6% June A (6/1) ○ Featuring: Nighthawk Plaza Bar, Nando’s, Sparrow Room ○ Open Rate: 55.3%, CTR: 3.5% June B (6/15) ○ Featuring: Banditos Tacos & Tequila, Elements Massage, Basic Burger ○ Open Rate: 45.8%, CTR: 1.8% / 25
*Retail industry average: Open Rate - 18.39% / CTR - 3.32%
Shops at Wildwood
Average Eblast Open Rate: 44.2% (+19.8% increase vs. Q1)
Q2 SUMMARY
Events & Activations • Shop & Sale (6/3-6/5)
Eblasts •
Social Media • Facebook Likes: 1,103
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• Facebook Rating: 3.5 • Instagram Followers: 1,105
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April (4/9) ○ Featuring: Indigo Octopus, Flower Child, South Moon Under ○ Open Rate: 40.8%, CTR: 1.8% May (5/9) ○ Featuring: Irresistibles, Red Orchard, Salon Nader ○ Open Rate: 46.2%, CTR: 1.4% June (6/1) ○ Featuring: Hadlee, J. McLaughlin, Red Orchard, Yves Dolorme, Sarah’s Handmade Ice Cream, Joe & The Juice ○ Open Rate: 45.6% , CTR: 2.3%
/ 26 *Retail industry average: Open Rate - 18.39% / CTR - 3.32%
Thank You. DC METRO MARKETING TEAM DCMETROMARKETING@FEDERALREALTY.COM