We were engaged by Washington University in St. Louis as it spearheaded a diverse group of local stakeholders in a marketing campaign to attract retail tenants to Delmar Loop, a six-block entertainment, dining and shopping enclave for which it was planning new housing for 550 upperclassmen.
- marketing toolkit:
- strategic program development
- branding + positioning
- web design + programming
- e-flyers
- print + digital advertising
- event planning + management
Dubbed by the American Planning Association as One of the 10 Best Streets in America, The Loop is a unique and challenging retail environment requiring an unconventional approach to leasing.
In conjunction with retail consultants we developed the branding, voice, messaging and positioning for the 2.1-mile corridor. This involved coordination with multiple local real estate owners, two local retail brokerage teams and two Business Improvement Districts.
A robust web site with a sophisticated back-end database encouraged leasing and generated enthusiasm from all parties while a customized, detailed block and lot map allowed for future growth and promoted Delmar Loop as a retail destination.
The complementary, unique printed brochure served as the primary retail prospecting tool that resulted in several new leases and increasing vitality as the area continues its evolution as a retail destination.
