Winter 2020 MARKETING CAMPAIGN SPREADING GRATITUDE CAMPAIGN PAY IT FORWARD CAMPAIGN SIP & STROLL PROGRAM SOCIAL DISTANCING SIGNAGE THE PICK-UP
Marketing Campaign Our Winter campaign, “Take joy in it all.”, will launch November 2nd at: Bethesda Row, Wildwood, Pike & Rose, Rockville Town Square, Congressional Plaza, The Village at Shirlington, Pentagon Row and Laurel Shopping Center. Even though the 2020 holiday season will look a little different, Federal wants to help provide the spark that leads to something special this time of year. Our neighborhoods are here to accommodate, anticipate and delight. Because now more than ever, we’re here to help make happiness happen. In addition to signage and social media, there will be activations to help drive this message even further. Learn more about our activations on the next slide.
Property Signage
Web graphics
Paid Ads
Activations- Spreading Gratitude
This fall, our Spreading Gratitude campaign encouraged our communities to nominate someone who deserves a big thank-you for a little act of kindness. Nominators were encouraged to share a friend’s story, and that person could win a $250 gift card from us.
We had over 200 nominations and have selected 14 winners in the DMV. Their stories will be featured on property signage and through social media as part of our Take joy in it all. campaign this winter.
Fall Spreading Gratitude contest signage
“Take jot in it all� Organic Social Example
Activations- Pay it Forward The Pay it Forward campaign is a surprise and delight activation in partnership with selected merchants throughout our neighborhoods. Our team is purchasing gift cards to cover the cost of a handful of customer transactions, and those customers are given another gift card to pay it forward to another customer on-site the property before they leave. 26 merchants have participated in the campaign so far, and the campaign will continue throughout November and December. “The Pay it Forward program has been delightful. A lot of guests are surprised at first, and then grateful once they realize how cool it is! The team absolutely loves it.” -Jovanna, &pizza
“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, Sassanova
Sip & Stroll Program The Village at Shirlington has launched a Sip & Stroll program this fall, where customers can take their favorite beverages to-go and sip, stroll and shop around the neighborhood.* Merchants currently participating include: Aroma, Busboys & Poets, Cheesetique, Guapos, Palette 22, Sam Beckett’s, Damn Good Burgers, Copperwood Tavern, Dudley’s Sport & Ale, Taco and Pina, Illusions, Adara Spa and Dogma. This news has been featured in Washingtonian, ARLnow and Eater DC. *Federal applied for a Commercial Lifestyle permit only available in Arlington County.
Palette 22 and Taco & Pina have held influencer events with the DMV Foodie Crew. The events promote both the restaurants new and signature menu items, and the Sip & Stroll program.
Social Distancing Signage Property management teams will continue to take steps to proactively encourage social distancing in our neighborhoods including actively reminding and encouraging customers to maintain proper distances, limiting and spacing out common area furniture, and closing certain common areas as necessary. To the right, are examples of signage that may be seen on properties to remind customers to social distance. Please note some of these signs are available by request from your property management teams.
*Available by request from your property management team
Six feet apart looks good on you!
Wait here for your pick-me-up.
Please stand 6 feet apart
Please stand here
Social distancing floor decals *Available by request from your property management team
The Pick-Up As we get into the holiday season, 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