Central South Morang is a neighbourhood shopping centre located around 32km from the Melbourne CBD. Launched in 2015, Redsteps looks after the marketing for this shopping centre including the launch in March 2015. The aim was to position Central South Morang as a community-focused complex with ties to a range of community groups. Redsteps developed a marketing strategy for the centre, an annual budget and marketing plan. The plan included a range of different marketing channels including direct mail, email communication, newspaper advertising, billboards, events and centre activations. Developing a website, managing social media and distributing advertising were all integrated within the plan. The centre has seen a successful launch and the retail sales continue to grow year on year.
In March 2016 a first birthday event was held in the centre and included animal farms, jumping castle, face painter, balloon twister, children’s arts and crafts, performances from local dance schools and a sales promotion. The Easter Bunny also made an appearance with chocolates given out to the children on the day. Redsteps promoted this event with newspaper advertising, direct mail campaigns, social media advertising and roadside signage.
RESULTS
- Increased sales and traffic
- 860 Facebook page likes in a year
- Over 1000 website sessions monthly
