DC Metro Marketing 2020 Content Calendar Recap

DC Metro Marketing Content Calendar Recap 2020

In 2020 We...

Supported 19 merchant

Organized 24 Events &

Sent 118 customer eblasts from 7

grand openings.

Activations across the portfolio.

properties to over 63k subscribers

Sent a total of 14 leasing

Created our first

Rebranded Pentagon Row.

eblasts to our 330

sonder/sway gift guide featured in

Hello, WestPost!

Mid Atlantic Brokers

Bethesda Magazine.

And so much more! / 2

Contents

In this deck, we summarize our 2020 DC Metro Marketing Calendar: LINK You will find: • Leasing eblasts • Sonder/sway eblast & Holiday Gift Guide • Pay it Forward Activations • Marketing initiatives Decks • Media Coverage Books by Quarter • Merchant Communications & Eblasts • Property Summaries (events/activations, openings & Eblasts) • Appendix

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Leasing Eblast

Leasing eblasts were

 January Eblast

 July Eblast

 January B Eblast

 August Eblast  August results

 February Eblast

sent every month to our

 February B Eblast

Mid Atlantic Brokers (330

 April Eblast  April results

subscribers).

 March Eblast

 May Eblast  June Eblast

 September Eblast  September results  October Eblast  October results  November Eblast  November results  December Eblast  December results

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sonder/sway 

sonder/sway eblast were sent on the first of every month.



Current subscribers: 53,345



This year, we had our first guest posts from a merchant partner and local community bloggers: 

Kendra Scott, Bethesda Row 





The Kendra Scott Give Back (August)

Samantha E. – Lifestyle blogger in the DMV 

Veg Love (September)



Oh My Gourd, Pumpkins! (October)



Whiskey Business (November)



Cozy for the Holidays (December)

In October we purchased a 16-page spread in Bethesda

Eblasts

Top 20 posts of 2020

 January

 July

 February

 August

 March

 September

 April

 October

 May

 November

 June

 December

1.

Everyday is a Sundae (July) – 592 views

2.

Pantry Raid (May) – 537 views

3.

Toast 'Em If You Got 'Em (August) – 471 views

4.

Summer. Spiked! (July) - 485 views

5.

Veg Love (September) – 404 views

6.

We Got The Meat! (October) - 304 views

7.

I Heart You (February) – 298 views

8.

Wake and Bake (April) – 288 views

9.

Destination: Imagination (July) – 283 views

10. Tequila Time (February) – 276 views 11.

Runaway Runway (August) – 265 views

12. Exercise Anywhere-ish (May) – 239 views 13. Keep Calm, Keto On (October 2019)– 226 views 14. Whiskey Business (November) – 216 views 15. Dear ____, (October) – 212 views 16. MMMMMMami (September) – 204 views 17. Snuggle Buddy (September) – 194 views 18. The List: Pineapple Express'd (August) - 192 views

Magazine’s digital holiday gift guide. View more details

19. Ready, Set, Bite! (February) - 190 views

about the gift guide in the next slide.

20. Treat Your Self (February) - 185 views

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sonder/sway GIFT GUIDE

Participating Merchants: 



Anthropologie



Indochino



REI



Apple



Irresistibles



Sassanova



Athleta



J. McLaughlin



Scout & Molly



Barnes & Noble



Johnny Was



Sephora



Belina Boutique



Kendra Scott



Serena & Lily

The digital gift guide was emailed to Bethesda



Bluemercury



Lands’ End



ShoeFly

Magazine and sonder/sway subscribers totaling over



BuyBuyBaby



Lane Bryant



South Moon Under



Chico’s



L.L. Bean



Sur La Table



David’s Bridal



LouLou



The Cottage Monet

The gift guide was also promoted in eblasts from each



Evoluxxy



Lucky Brand



The North Face

of our Montgomery County properties, paid ads, and



Follain



Marine Layer



TJ Max

organic social.



Framebridge



Morley



Ulta



Gap



Neuhaus



Uniqlo



H&M



Olive & Loom



Warby Parker



Hadlee



Pampillonia



West Elm



Heyday



Paper Source



Williams Sonoma



Home Depot Design Center 

Peloton



World Market



Indigo Octopus



Porsche



Yves Delorme



Red Orchard

The digital gift guide was live from Nov 9 – Dec 24. 

 

View the Bethesda Magazine gift guide here

56 merchants and 102 products were featured.

78k contacts. 

View the sonder/sway gift guide Issuu link here.

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Pay it Forward The Pay it Forward campaign was a surprise and delight activation in partnership with selected merchants throughout our neighborhoods. Our team purchased gift cards to cover the cost of a handful of customer transactions, and those customers were given another gift card to pay it forward to another customer on-site the property before they leave.

Participating Merchants:



42 merchants participated in the campaign from Sept – Dec.

Pike & Rose

Rockville Town Square

Bethesda Row



Olive & Loom



Kyoto Matcha



Bethesda Bagel



Sweetgreen



Berry Cup



Quartermaine



Bibibop



The Cottage Monet



Follain



BurgerFi

Dawson’s Café





Sassanova



Bonchon

LouLou



Scout & Molly

 

Morley



&pizza



Vie De France



Nando’s



Taylor Gourmet



Spice Xing

Pentagon Row



Nando’s

Wildwood

Congressional Plaza



Nando’s



Basic Burger



Amore Congelato



Lebanese Taverna



Bun’d Up



Flower Child

LebTav



Irresistibles



Appalachian Springs



Belina



Banner's Hallmark



Hadlee

Village at Shirlington



South Moon Under



Taco & Pina



Indigo Octopus



Damn Good Burger



Bethesda Bagels



Village Marche



Fish Taco



The Cookery

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Pay it Forward Cont.

MERCHANT FEEDBACK “They were very happy and I appreciated their loyalty to us during the pandemic. Some of them emailed us and some said that they will express their satisfaction on the Rockville Town Square website. Thank you for this wonderful idea. It went really well.” - Betsy N., Vie De France

“The first one that I gave out was to a couple that said the store smelled good when passing by and then ended up coming back later. They were very surprised and grateful for the gift card and ended up giving the other gift card to another woman in line. Many of the people that I gave gift cards to ended up giving the other one to the next person in line or another person that was there. It has made a great success so far and everyone has appreciated being involved.”

- Cotton W., Bethesda Bagel

“Pay it Forward went great. The customers were shocked and very appreciative of the gesture. We did see gift cards returned already.

So thank you.”- Kebba G., Big Buns Damn Good Burgers

“It went great! We executed Friday afternoon and people were extremely appreciative. We even ended up getting a 5 star yelp review! Thank you so much for the support.”

– Chris B., Flower Child View more merchant quotes in the appendix. / 8

Marketing Initiatives Deck

SUMMER 2020 DECK

FALL 2020 DECK

WINTER 2020 DECK

WINTER 2021 DECK

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2020 Quarterly Coverage Books Q1 & Q2 Q1 COVERAGE BOOK PIECES OF COVERAGE: 71 ONLINE READERSHIP: 355M ESTIMATED COVERSAGE VIEWS: 637K SOCIAL SHARES: 18.3K AVERAGE DOMAIN AUTHORITY: 64 VIEW Q1 ARTICLES HERE

Q2 COVERAGE BOOK PIECES OF COVERAGE: 42 ONLINE READERSHIP: 68.8M ESTIMATED COVERSAGE VIEWS: 1.23M SOCIAL SHARES: 9.36K AVERAGE DOMAIN AUTHORITY: 71 VIEW Q2 ARTICLES HERE / 10

2020 Quarterly Coverage Books Q3 & Q4 Q3 COVERAGE BOOK PIECES OF COVERAGE: 67 ONLINE READERSHIP: 74.4M ESTIMATED COVERSAGE VIEWS: 524K SOCIAL SHARES: 4.72K AVERAGE DOMAIN AUTHORITY: 60 VIEW Q3 ARTICLES HERE

Q4 COVERAGE BOOK PIECES OF COVERAGE: 83 ONLINE READERSHIP: 243M ESTIMATED COVERSAGE VIEWS: 1.07M SOCIAL SHARES: 3.64K AVERAGE DOMAIN AUTHORITY: 61 VIEW Q4 ARTICLES HERE / 11

Merchant Marketing Communications & Eblasts 2020 

January  Feb promo request (1/10)



February  Mar promo request (2/10)



March  Apr promo request (3/10)  COVID-19 DC Metro communication (3/17)  Promo request & tagging property accounts (3/21)  Maryland Covid Update (3/23)  Sent to MD merchants  Virginia Covid Update (3/23)  Sent to VA merchants  Request for video content (3/26)



April  Passover & Easter promo request (4/6)  Promo request for Mom’s, Dad’s and Grad’s (4/21)  Taste of Rockville Participation Info (4/23)  Sent to RTS and CP restaurant merchants



May  Summer 2020 updates and Jun promo request (5/22)



June  Jul promo request & Local Opens lists (6/18)



July  

Al Fresco Shopping (7/9)  Sent to Moco merchants Aug promo request (7/23)  First time using the new Federal branded eblast template and featuring media articles.



August  Sept promo request and Fall Shop & Sale (8/20)  Fall Shop & Sale update and reminder (8/21)



September  Fall Shop & Sale reminder (9/8)  Oct promo request (9/20)



October  sonder/sway Gift Guide participation request (10/8)  Sent to Moco retail merchants  Nov promo request (10/21)



November  sonder/sway gift guide “thank you”  Dec promo request (11/20)



December  12 Days of Joy merchant participation request (12/3)  Jan 2021 promo request (12/20)

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Property Summaries EVENTS/ACTIVATIONS, OPENINGS, EBLASTS, & SOCIAL NUMBERS CLICK THE LINKS BELOW TO JUMP TO EACH OF THE PROPERTY SUMMARIES IN THE APPENDIX

Pentagon Row

Bethesda Row

The Village at Shirlington

Pike & Rose

Wildwood

Congressional Plaza

Montrose Crossing, Federal Plaza, Gaithersburg Square, & Plaza Del Mercado

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Thank You. DC METRO MARKETING TEAM DCMETROMARKETING@FEDERALREALTY.COM

Appendix.

Pentagon Row 2020 SUMMARY

Events/Activations  Rock The Rink (2/27 & 3/9)  F45 Summer Outdoor Series (Jul-Sept)  Music Buskers (Jul-Sept)  Fall Shop & Sale (9/18-9/20)  Sip & Stroll (Dec-2021)  Pay it Forward (Sept – Dec)  Ice Rink (Nov-Spring 2021)  Rebranding to Westpost

Openings  Napoli (11/10)

Social Media  Facebook  Likes – 6,583  Rating – 4.4  Instagram  Followers -1,335

Eblasts

• January (1/8)

• July (7/17)

• February (2/2)

• August (8/8)

• March (3/2)

• September (9/8)

• April (4/4)

• October (10/9)

• May (5/2)

• November (11/18)

• June (6/25)

• December (12/11)

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The Village at Shirlington 2020 SUMMARY

Events/Activations

Social Media

Eblasts

 DMV Foodie: Cheestique (2/4)

 Facebook  Likes – 9,077  Rating – 4.5

• January (1/9)

• August A (8/7)

• February (2/1)

• August B (8/28)

• March (3/1)

• September A (z9/7)

• April A (4/1)

• September B (9/30)

• April B (4/20)

• October A (10/7)

 DMV Foodie – Damn Good Burger

• May A (5/1)

• October B (10/22)

 Pay it Forward (Sept – Dec)

• May B (5/22)

• November A (11/10)

• June (6/26)

• November B (11/20)

• July (7/16)

• December A (12/12)

 Music Buskers (Jul-Sept)  Fall Shop & Sale (9/18-9/20)  Sip & Stroll (Oct-2021)  DMV Foodie – Taco & Pina

Openings  Taco & Pina (5/5)  CVS (8/30)

 Instagram  Followers –3,030

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Wildwood 2020 SUMMARY

Events/Activations

Social Media

 Fall Shop & Sale (9/18-9/20)  Pay it Forward (Sept – Dec)

 Facebook  Likes – 1,031  Rating – 3.6

Openings

 Instagram  Followers – 973

 Indigo Octopus (9/25)  Sarah’s Ice Cream (10/3)  Piccoli Piatti (10/19)  J. McLaughlin (11/20)

Eblasts

• January (1/10)

• July (7/15)

• February (2/3)

• August (8/9)

• March (3/3)

• September (9/9)

• April (4/3)

• October (10/10)

• May (5/3)

• November (11/10)

• June (6/26)

• December (12/11) / 18

Bethesda Row 2020 SUMMARY

Events/Activations

Social Media

 DMV Foodie: Terrain Café (1/28)

Eblasts

 Facebook  Likes – 5,897  Rating – 4.5

• January A (1/10)

• July A (7/7)

• January B (1/30)

• July B (7/21)

• February A (2/10)

• August (8/11)

• February B (2/20)

• August (9/27)

• March A (3/4)

• September A (9/7)

• April A (4/6)

• October A (10/6)

• April B (4/15)

• October B (10/27)

 Johnny Was (3/14)

• May A (5/5)

• November A (11/10)

 Serena & Lily (7/31)

• May B (5/24)

• November B (11/24)

 Hawkers (11/9)

• June A (6/17)

• December A (12/9)

 Fall Shop & Sale (9/18-9/20)  Woodmont Streetery (June)

 Blue Ribbon Flower Truck (Jul-Aug)  Instagram  Followers – 4,580  The Blooming Truck (Aug-Dec)  Equinox Outdoor Series (Oct-Nov)  Pay it Forward (Sept – Dec) Openings

• December B (12/22) / 19

Pike & Rose 2020 SUMMARY

Events/Activations

Social Media

Eblasts

 Pike Kids: Stella Barra (2/29)

• January A (1/15)

• July B (7/30)

 Blue Ribbon Flower Truck (Jul-Aug)

 Facebook  Likes – 11,623  Rating – 3.6

• January B (1/29)

• August A (8/12)

 The Blooming Truck (AugCont. 2021)

 Instagram  Followers – 6,200

• February A (2/12)

• August B (9/27)

• February B (2/24)

• September A (9/8)

• March A (3/9)

• September B (9/23)

• April A (4/2)

• October A (10/9)

• April B (4/20)

• October B (10/28)

• May A (5/7)

• November A (11/11)

• May B (5/22)

• November B (11/24)

• June A (6/18) • July A (7/8)

• December A (12/10)

 Fall Shop & Sale (9/18-9/20)  Pay it Forward (Sept – Dec) Openings  Evoluxxy (2/15)

• December B (12/23) / 20

Congressional Plaza 2020 SUMMARY

Events/Activations

Social Media

Eblasts

 Fall Shop & Sale (9/18-9/20)

 Facebook  Likes – 3,706  Rating – 4.2

• February (2/2) • August (8/8)

 Pay it Forward (Sept – Dec) Openings  Barnes & Noble (8/5)

 Instagram  Followers – 776

• January (1/9)

• July (7/17)

• March (3/2)

• September (9/8)

• April (4/2)

• October (10/9)

• May (5/2)

• November (11/18)

• June (6/25)

• December (12/12)

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Rockville Town Square 2020 SUMMARY

Events/Activations

Social Media

Eblasts • January A (1/9)

• August (8/14)

• January B (1/30)

• August (9/29)

• February A (2/11)

• September A (9/9)

• February A (2/20)

• September B (9/24)

• March A (3/10)

• October A (10/9)

 Make Art Visible with VisArts (Nov-2021)

• April A (4/7)

• October B (10/29)

Openings

• April B (4/21)

• November A (11/12)

• May A (5/8)

• November B (11/26)

• June A (6/19)

• December A (12/11)

• July A (7/9)

• December B (12/24)

 Rock The Rink (1/31 & 3/5)  Fall Shop & Sale (9/18-9/20)  355 Pod Space partnership with VisArts  Ice Rink (Nov-Spring 2021)  Pay it Forward (Sept – Dec)

 La Vie Nails (9/1)  Gyuzo Japanese BBQ (11/7)

 Facebook  Likes – 20,964  Rating – 4..4  Instagram  Followers – 4,263

• July B (7/29) / 22

Montrose Crossing, Federal Plaza, Gaithersburg Square & Plaza Del Mercado 2020 SUMMARY

Openings  Juicy Seafood – PDM (8/3)  Home Depot Design Center - Montrose Crossing (9/7)  Crumbl – Federal Plaza (10/1)  Allure Jewelers – Gaithersburg Square (11/1)  Ronky Hair Salon– Gaithersburg Square (11/1)

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Pay it Forward Additional Merchant Quotes:  "They have loved it!! Each staff got to choose and truly customers were floored. Such a kindness!“  Caya C., The Cottage Monet (Rockville Town Square)  “So far the pay it forward program has been delightful. A lot of guests are surprised at first then grateful and they realize how cool it is! The team absolutely loves it!”  Jovanna B., &pizza (Pike & Rose)  “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 K., Sassanova (Bethesda Row)  “The customers who received their free meal enjoyed it. I gave the vouchers to a couple mall employees, residents of Post, and Riverhouse for the most part as those are the areas I want to target business from.”  Basic Burger (Pentagon Row)  Lucille, it was great fun. I gave out half of the gifts last Thurs and the remainder on Friday. People were delighted and surprised. I encouraged them, at your suggestion, to stop a stranger in the street or in a restaurant and spread the joy. One woman planned to share her card at Carlyle where she was heading to lunch. Another was going to get a haircut and planned to give it out there.  Cary Kelly, The Cookery (Village at Shirlington)

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