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Awards of Excellence 2019
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Federal Realty Investment Trust
Be SustainABLE

Be SustainABLE
Award of Excellence
Best Marketing Program

Executive Summary

In April 2019, as part of Federal Realty’s second quarter strategy to spread awareness of its sustainablein itiatives as both a provider to the community and a business partner to tenants, the Mid-Atlantic marketing team launched the “Be SustainABLE” campaign during Earth Month across its portfolio’s mix of lifestyle and premium properties – Bethesda Row, Congressional Plaza, Pentagon Row, Pike & Rose, Rockville Town Square, Shops at Wildwood, and Village at Shirlington.

The campaign, designed by HZ, consisted of on-site, digital, and community efforts including: property windmaster, A-Frame, and elevator signage, and display signage within Federal Realtycorporate offices highlighting tenants’ sustainable efforts; an event at Pike & Rose celebrating the neighborhood’s LEED-ND Gold certification with U.S. Green Building Council (USGBC) and a corresponding LEED Walking Tour; a public relations campaign promoting Federal Realty’s partnership with Manna Food to introduce participating restaurants to the community food recovery program; on-site digital promotion through Corner Media screens; campaign presence on both Federal Realty’s website and all property websites; inclusion in each property’s social media channel strategy; and paid social and eblast campaigns, including a #MeatlessMonday promotion on both channels highlighting vegetarian menu items from each property’s restaurants over 2.5 months.

As part of the sustainability campaign, Pike & Rose collaborated with USGBC’s National Capital Region to invite community members to its LEED plaque ceremony hosted at Amp by Strathmore on Thursday, May 16th – the neighborhood is the first U.S REIT-owned project to achieve LEED-ND Stage 3 Gold certification. In addition to the plaque presentation, the event included an educational session led by Federal Realty VP and General Manager, Mickey Papillon, and Paladino & Co. CEO Tom Paladino, and followed with self-guided walking tours of the neighborhood’s unique sustainable features, available to all event attendees. Federal Realty’s marketing department designed a map to guide attendees on this tour, which called out neighborhood attributes such as solar paneling atop the Trade Street parking garage; the Farm at Pike & Rose, a converted green roof producing produce available to restaurants and shoppers through the CSA program; and sustainable landscaping, including local vegetation.

Online, each property within the portfolio used the opportunity to share not only what sustainable choices Federal Realty makes at each shopping center, but also what choices merchants make at bothcorporate and store levels to contribute to sustainable efforts. These efforts were then incorporated into property websites, social media strategy, and targeted digital advertisements. Three geographic-based, paid-social campaigns ran on Facebook and Instagram for six weeks with the goal of driving traffic to property websites. Click-through, impressions and engagement numbers all had strong outcomes, resulting in a total 4,438 clicks from all campaigns combined. These results also shed light on demographic data of customers engaging with the campaigns through social channels, allowing the marketing team to target similar and like-minded new customers. In addition to social, campaign success was measured by email campaigns - more than 20 emails highlighting the Be SustainABLE campaign were deployed across all property email databases with above industry-average open rates on each. Additionally, merchants’ sustainable efforts were tied into email and blog content produced by Sonder/Sway, the Mid-Atlantic Marketing team’s monthly lifestyle trend newsletter.

All in all, Federal Realty’s Be SustainABLE campaign was a win as an awareness vehicle for the company to showcase to its consumers, its property communities, and its business and leasing partners that choosing Federal Realty properties means choosing a partner that prioritizes sustainability. Paid digital ads drove more than 3.2 billion impressions on social channels, email campaigns garnered visibility from more than 15K emails; and more than 45 businesses and their sustainable efforts were featured over the course of the campaign.

THANK YOU TO OUR AWARDS SPONSORS
CLARK COAKLEY WILLIAMS CONSTRUCTION COSTAR GROUP FORRESTER JBG SMITH TRAMMELL CROW


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