Melissa Sievwright
Center-Specific Campaigns Augment Firm’s Commercial Real Estate Services Platform
Three newly launched, multi-faceted consumer engagement marketing campaigns illustrate growing momentum for this key new component of Levin Management Corporation’s (LMC’s) fully integrated commercial real estate services platform. Formally introduced last year, LMC’s business-to-consumer suite of marketing services offers shopping center rebranding; website development; and social media, email and digital advertising strategy and implementation.
Most recently, the LMC marketing department spearheaded a website redesign and created a social media program for The Plaza at Harmon Meadow, a 192,000-square-foot, open air mixed-use property in Secaucus, N.J. The team also oversaw a significant rebranding campaign for Westbrook Outlets in Westbrook, Conn. That comprehensive initiative included a new name, new signage and fully redesigned website on behalf of the 290,000-square-foot open-air outlet mall’s new owner. And, for the 135,000-square-foot Shoppes at Flemington in Flemington, N.J., LMC introduced a redesigned website and digital advertising campaign.
“Today’s retail environment has become increasingly complex and competitive,” noted LMC’s Melissa Sievwright, vice president of marketing. “Integrating digital tools with brick-and-mortar commerce is essential to driving shopper engagement and interest. Levin is a forward-thinking firm, and we are always trying to evolve and create services that are of value to our clients – in this case promoting retail centers and their tenants.”
Last year, LMC began maintaining business-to-consumer websites for multiple properties within its management portfolio – with notable success. These portals automatically generate promotions run by national retailers and enable all tenants to upload information on their current sales and events. Properties taking advantage of the service include Blue Star Shopping Center in Watchung, N.J.; Somerset Shopping Center in Bridgewater, N.J.; Mayfair Shopping Center in Commack, N.Y.; and Post Road Plaza in the Village of Pelham Manor, N.Y.
“Websites for these power centers are continually updated and provide a digitally attractive and functional experience where users can view the latest sales, connect directly to tenant websites, and browse and share deals,” said Sievwright. “It’s possible to visit one of these websites several times a week and always see something new. It’s become a great way for property owners to generate more traffic to an entire shopping center, not just one or two stores.”
For more than 65 years, LMC has served as a trusted single-source commercial real estate services provider for institutional and private owners. The firm helps its clients evaluate options, operate properties and create case-specific solutions to protect and improve asset value; it has distinguished itself as a firm large enough to excel in assignments of any scale while continuing to employ a hands-on, proprietary approach in every facet of its business.
LMC today maintains a diversified, retail-focused portfolio of approximately 100 properties totaling 14 million square feet in the Northeast and Mid-Atlantic states, offering leasing, property management, financial management and reporting, construction and development, lease administration, marketing services, and acquisition and disposition consulting services. The company specializes in repositioning, retenanting and renovating real estate – areas that have become particularly vital in an increasingly competitive market. LMC’s capabilities continue to evolve with new technologies, efficiencies and sustainability-focused initiatives to serve a new generation of properties, investors and tenants.
