Q2 2021 - Marketing & Customer Development Summary

Marketing & Customer Development Summary Q2 2021

Q2 | 2021 Overview

Supported 9 merchant grand openings.

Sweetgreen, CocoWalk Athetha, Congressional Plaza ABC Liquor, Westpost Spanish Diner, Bethesda Row Wylie Grey, Bethesda Row Plaza Oaxaca, Rockville Town Square Taco Bamba, Congressional Plaza Custom Ink, Congressional Plaza Botanico, CocoWalk

We had a total of 122 pieces of Media Coverage

6 Activations and Pop-ups across the portfolio

Subscriber audience across the portfolio: 164,035 (+2.68% from Q1)

Eblast Open Rate Average 27.28% (*Retail industry average Open Rate: 18.39%)

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Table of Contents 2021 Marketing Content Calendar • • • • • • • •

Spring 2021 Campaign Recap Press Coverage and Announcements sonder/sway Marketing Activations & Experiences Merchant Communications Leasing Eblasts Property Summaries Appendix ○ Property Summaries

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Spring 2021 Campaign Recap Campaign Goal: Awareness Facebook ● Total Impressions: 1,859,647 ● Reached: 335,829 unique people Spotify ● Total Impressions: 51,434 ● Completion Rate: 87.86% ● CTR: .31% ● Reached: 40,109 unique people We met our goal for impressions for the Spring Campaign at 1,859,647 total at an optimized cost per impression 93.8% below Facebook’s average.

Moving forward, we will continue to increase impressions by diversifying our marketing mix by exploring additional digital marketing touchpoints.

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Press & Announcements TOP PRESS STORIES & ANNOUNCEMENTS

122 Total Mentions

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Bethesda Magazine - Hawkers Asian Street Food Cover Feature Commercial Observer - Pike & Rose Office Tower in Bethesda Welcomes 4 New Tenants Fox 5: Surf & Turf Field Trip at Pike & Rose ○ Kusshi Sushi ○ Julii Fox 5 Field Trip: BBQ Tips from Bun’d Up Featuring Wild Tiger DC Eater - With a New Spanish Diner, José Andrés Brings a Taste of Iberian Stoves to His Maryland Home WTOP - Thai Chef Street Food expanding to Rockville Town Square CityBiz - Arlington Westpost to Welcome Mimi’s Handmade Ice Cream Washington Post - Tom Sietsema’s 7 Favorite Places to Eat Right Now -- Featuring Mattie & Eddie’s in Westpost Daily Business Review - How the Covid19 Pandemic has changed South Florida Retail and Restaurant Spaces -- Featuring CocoWalk

View all Q2 articles HERE. ●

Q2 Key statistics report. / 5

Sonder/Sway Merchants Featured: 38 Subscribers: 53,150 (2.28% increase) Avg Open Rate: 19.6% Avg CTR: .5%

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April Eblast - 29.1% Open Rate, .5% CTR ○ ○ ○ ○

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May Eblast - 16.8% Open Rate, .5% CTR ○ ○ ○ ○

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Entertaining Al Fresco - Featuring: World Market, Red Orchard, Sur La Table, Anthropologie Your Spring Look By Sign - Featuring: Sephora Get Lost - Featuring: Amazon Books, Barnes & Nobles, Bus Boys & Poets Draft Season - Featuring: Stella Barra, The Beer & Wine Cellar, Mussel Bar & Grill, Finnegan’s Wake, Silver Diner Nailed It - Featuring: Metropolitan Nail Bar, Ulta, Sephora, Bluemercury Showering Your Bride at Home - Paper Source, Anthropologie, The Fresh Market, Dawson’s Market, Balducci’s, Georgetown Cupcake #NationalMimosaDay - Pinstripes Rock The Block - J. McLaughlin, H&M, Marshalls, South Moon Under, Anthropologie

June Eblast - 13% Open Rate, .6% CTR ○ ○ ○ ○

Take a Shelfie - Barnes and Noble, Evoluxxy, TJMaxx, Amazon Books, Balducci’s, Banner’s Hallmark, Easy Living - Urban Country Designs Easy on the Eyes - Vision Works, Johnny Was, Warby Parker, Marshalls, LensCrafters, Anthropologie, South Moon Under, Uniqlo, Indigo Octopus, Scout & Molly’s, Old Navy Can’t Stand the Heat - Sur La Table / 6

Activations & Experiences SURPRISE & DELIGHT FLOWERS

AURA AURA AT PIKE & ROSE

As part of our portfolio-wide campaign, “Treat Yourself”, we hosted a Surprise & Delight flower pop-up allowing guests to grab a flower to brighten their day.

May 14th - 16th

This activation will continue throughout Q3.

We teamed up with Aura Aura to host a pop-up activation in the Canopy by Hilton. Customers were able to a photo that captures their aura on film resulting in a unique one-of-a-kind portrait.

We had over 110+ participants over 3 days.

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Activations & Experiences VILLAGE AT SHIRLINGTON SIP & STROLL

PORTFOLIO-WIDE SUMMER SHOP & SALE

June 18th - 20th

June 25th - 27th

The Sip & Stroll event promoted drink specials from participating restaurants along with al fresco shopping while customers stroll throughout the neighborhood.

We have encouraged our merchant partners to open their doors to bring their end-of-spring sale racks outside and feature new summer products.

Restaurant partners were encouraged to feature a special promotion or offering during this weekend event.

Shop & Sale Press hits: ● Arlington Patch ● Visit Montgomery

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Activations & Experiences SUMMER THROWBACK AT WESTPOST

THE STREETERY ON GIBBS AT ROCKVILLE TOWN SQUARE

June 23rd 5pm-8pm

The furniture pieces on the Streetery on Gibbs was completed the first week in May. The curated seating and pods in this 15,000 sf pedestrian friendly walkway, added 70+ additional seating capacity for the tenants at Rockville Town Square.

An event held in partnership with DC Fray that included live arcade games, interactive painting, a laser background photo booth, and DJ. Attendance was free and encouraged visitors to sip and stroll from our merchants and dine al-fresco as part of the event. ● ● ●

302+ RSVPS (email captured) DC Fray: 4,416+ Social Reach Pentagon Row paid IG post: 3,815 (86% were new followers)

Read the media release here and watch Mayor Bridget Newton speak a few words about the Streetery on Gibbs.

We will repeat this event on the terrace of Canopy by Hilton at Pike & Rose on July 14th.

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Merchant Communications MARKETING INITIATIVES DECKS: 740 Merchant Subscribers 35% Avg Open Rate

MERCHANT EBLASTS: April ● May Promotions Request (4/20) May ● June Promotions Request and Shop & Sale announcement (5/20)

April ● Spring DC Metro Marketing Initiatives May ● Summer DC Metro Marketing Initiatives June ● Summer/July DC Metro Marketing Initiatives

June ● Village at Shirlington Merchant Sip & Stroll Reminder (6/7) ● July Promotions Request (6/20)

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Leasing Eblasts & Results 378 Subscribers 988 Total email opens 46.7% Avg Open Rate 4.24% Avg Click Through Rate

LEASING EBLASTS ●

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APRIL ○ April A Eblast ■ Featuring: Stellina Pizzeria in Shirlington ○ April B Eblast ■ Featuring: Sports & Social and Pike & Rose ○ April Results MAY ○ May A Eblast ■ Featuring: Chesterbrook ○ May B Eblast ■ Featuring: Spanish Diner and Bethesda Row ○ May Results JUNE ○ June A Eblast ■ Featuring: Thai Chef and Rockville Town Square ○ June B Eblast ■ Featuring: Taco Rock and Falls Plaza ○ June Results / 11

Realty Ads Results Realty Ads is an AI based technology platform that creates a presence for available retail and office spaces on LinkedIn, Facebook, Google, Instagram and Twitter. Federal is able to re-target the brokers who view the DMV leasing e-blasts, as well as C-suite executives and the real estate teams of companies who tour Federal’s spaces. ●

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April Pike & Rose Realty Ad Results: ○ Ads reached 34% of our target audience, 24% above expected results ○ Ads reached decision makers at 111 companies, over 200% above expected results ○ Ads generated 1,782 hyper-targeted views, 75% above expected results April Village at Shirlington Realty Ad Results: ○ Ads reached 26% of our target audience, 15% above expected results ○ Ads reached decision makers at 63 companies, over 200% above expected results ○ Ads generated 1,542 hyper-targeted views, 73% above expected results

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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

Rockville Town Square

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Upcoming in Q3 ● ● ● ● ● ● ●

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Bun’d Up - Sun’s Up Bun’ds Up ○ Westpost - July 10th Pups on the Pike ○ Pike & Rose - July 11th Summer Throwback ○ Pike & Rose - July 14th Wes Anderson Wednesday Movie Nights ○ Westpost - July 28th, August 11th, August 25th, September 8th, September 22nd URBNmarket ○ Westpost - September 11th-12th Surprise & Delight Bubbles and Chalk Artist ○ Village at Shirlington, Pike & Rose, Bethesda Row, and Rockville Town Square Pooch Portraits ○ Village at Shirlington - August 28th ○ Bethesda Row, Westpost Zero Cancer Capital Area 5k Run/Walk ○ Westpost Plaza - September 18th Music buskers throughout the summer ○ Westpost, Village at Shirlington, and Rockville Town Square / 14

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

Appendix.

Westpost (Pentagon Row)

Q2 SUMMARY

Events/Activations • • • • • • • •

Sip & Stroll (Ongoing) Spring Shop & Sale( 4/10-4/11) Summer Music Buskers Club pilates in the Park Surprise and Delight flower drop (5/2, 6/20) F45 & Elements Massage on the Plaza Summer Throwback (6/23) Summer Shop & Sale (6/25-6/27)

Openings •

ABC Liquor (4/5)

Social Media ● ● ●

Facebook Likes - 6,580 Facebook Rating - 4.4 Instagram Followers - 1,477

Eblasts - Subscribers 4,405 ●

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April (4/8) ○ Featuring: Basic Burger, Club Pilates, LOFT ○ Open Rate: 33.3%, CTR 4.3% May (5/5) ○ Featuring: TJMaxx, Bread & Water, Club Pilates Outdoor Classes ○ Open Rate: 39.3%, CTR 2% June (6/6) ○ Featuring: 1991 Night, Sur La Table, Bun’d Up ○ Open Rate: 28%, CTR 2.7%

/ 17 *Retail industry average: Open Rate - 18.39% / CTR - 3.32%

The Village at Shirlington

Q2 SUMMARY

Events/Activations • • • • • •

Sip & Stroll (Ongoing) Spring Shop & Sale (4/10-4/11) Summer Music Buskers Surprise and Delight flower drop (5/1, 6/19) Summer Sip & Stroll Weekend (6/18-6/20) Summer Shop & Sale (6/25-6/27)

Social Media ● ● ●

Facebook Likes - 9,115 Facebook Rating - 4.4 Instagram Followers - 3,206

Eblasts ●

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April A (4/7) ○ Featuring: Spring Shop & Sale, Damn Good Burgers, Hardwood Artisans ○ Open Rate: 24.6%, CTR 1.9% April B (4/15) ○ Featuring: Yogi Berry, Village Marche, Massage Forever ○ Open Rate: 27.6%, CTR 1.9% May A (5/2) ○ Featuring: The Cookery, Busboys & Poets, Carlyle ○ Open Rate: 33.5%, CTR 1% May B (5/15) ○ Featuring: Sam Becketts, Thai in Shirlington, Diana Nails ○ Open Rate: 25.6%, CTR .9% June A (6/7) ○ Featuring: Palette 22, ICE NY, Dudley’s ○ Open Rate: 25.5%, CTR 1.1% June B (6/15) ○ Featuring: Bearded Goat, Damn Good Burger, Ichiban Sushi ○ Open Rate: 30.8%, CTR 1.5%

/ 18 *Retail industry average: Open Rate - 18.39% / CTR - 3.32%

Wildwood

Q2 SUMMARY

Events/Activations • Spring Shop & Sale (4/10-4/11) • Surprise and Delight flower drop (4/24, 6/27) • Summer Shop & Sale (6/25-6/27)

Eblasts •

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Social Media ● ● ●

Facebook Likes - 1,058 Facebook Rating - 4.2 Instagram Followers - 1,056

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April (4/7) ○ Featuring: Shop & Sale, Bluemercury, Belina ○ Open Rate: 31.5%, CTR: 1.9% May (5/6) ○ Featuring: Hadlee, Piccoli Piatti, Balducci’s ○ Open Rate: 38.7%, CTR: 2.1% June (6/7) ○ Featuring: J. McLaughlin, South Moon Under, Indigo Octopus ○ Open Rate: 29.5%, CTR: 1.6%

/ 19 *Retail industry average: Open Rate - 18.39% / CTR - 3.32%

Bethesda Row

Q2 SUMMARY

Events/Activations • • • • • •

The Streetery (Ongoing) Equinox Outdoor Series (Ongoing) Sweet Clover Pop-Up (3/25 - Present) Surprise & Delight Flower Drops (5/1, 6/19) Spring Shop & Sale (4/10 - 4/11) Summer Shop & Sale (6/25 - 6/27)

Openings • Spanish Diner (5/13) • Wylie Grey (5/22)

Social Media ● ●

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Facebook Likes - 5,968

Facebook Rating - 5 Instagram Followers - 5,046

Eblasts • April A (4/7) ○ Featuring: Shop & Sale, Bonobos, Mussel Bar & Grill ○ Open Rate: 26.6%, CTR 0.6% • April B (4/20) ○ Featuring: Sassanova, Poke Dojo, Amazon Books ○ Open Rate: 32.7%, CTR: 1.3% • May A (5/5) ○ Featuring: Mon Ami Gabi, Jeni’s Splendid Ice Cream, Metropolitan Nail Bar, BlueMercury ○ Open Rate: 27.5%, CTR: 1.6% • May B (5/25) ○ Featuring: Spanish Diner, Serena & Lily, Warby Parker ○ Open Rate: 27.8%, CTR: 3.8% • June A (6/8) ○ Featuring: Rooster’s Men’s Grooming, Matchbox, Urban Country ○ Open Rate: 25.2%, CTR: 0.6% • June B (6/22) ○ Featuring: Shop & Sale, Equinox Outdoor Series, Drybar ○ Open Rate: 25.0%, CTR: 0.7%

/ 20 *Retail industry average: Open Rate - 18.39% / CTR - 3.32%

Pike & Rose

Q2 SUMMARY

Events/Activations • Farm Market (Reopened 4/24 - Present) • URBNMarket Mother’s Day Pop-Up (4/30 - 5/2)

Eblasts •

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• Sport & Health Outdoor Series (May - Present) • Surprise & Delight Flower Drops (4/24, 6/27)

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• Spring Shop & Sale (4/10 - 4/11) • AURA AURA with Canopy (5/14 - 5/16)

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• Summer Shop & Sale (6/25 - 6/27) • Chalk Artist (6/27)

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Social Media

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Facebook Likes - 11,778

Facebook Rating - 4.2 Instagram Followers - 7,341

April A (4/8) ○ Featuring: Shop & Sale, Sephora, Commonwealth Indian ○ Open Rate: 27.6%, CTR 1.3% April B (4/21) ○ Featuring: Sur La Table, URBNMarket, BurgerFi ○ Open Rate: 23.4%, CTR: 0.9% May A (5/7) ○ Featuring: Summer House & Stella Barra, Olive & Loom, AURA AURA with Canopy ○ Open Rate: 21.6%, CTR: 0.8% May B (5/26) ○ Featuring: Canopy by Hilton Events, Pinstripes, IPIC Theater ○ Open Rate: 22.6%, CTR: 1.5% June A (6/9) ○ Featuring: Sur La Table, DryBar, Kusshi ○ Open Rate: 24.4%, CTR: 1.2% June B (6/23) ○ Featuring: Shop & Sale, Farm Market, Throwback Event Save the Date ○ Open Rate: 28.1%, CTR: 1.8% / 21

*Retail industry average: Open Rate - 18.39% / CTR - 3.32%

Congressional Plaza

Q2 SUMMARY

Events/Activations • Spring Shop & Sale (4/10-4/11) • Surprise and Delight flower drop (4/24, 6/26) • Summer Shop & Sale (6/25-6/27)

Social Media ● ●

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Facebook Likes - 3,712

Facebook Rating - 5 Instagram Followers - 910

Eblasts Openings • Athleta (4/20)

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• Taco Bamba (6/4) ●

April (4/8) ○ Featuring: Spring Shop & Sale, Barnes & Noble, Shoe Fly ○ Open Rate: 28.2%, CTR: 1.5% May (5/5) ○ Featuring: Buy Buy Baby, Ulta, Hallmark ○ Open Rate: 20.1% , CTR: .4% June (6/6) ○ Featuring: European Wax, Chico’s, Barnes & Noble ○ Open Rate: 19% , CTR: .7%

/ 22 *Retail industry average: Open Rate - 18.39% / CTR - 3.32%

Rockville Town Square

Q2 SUMMARY

Events/Activations • • • • • •

The Streetery on Gibbs (Ongoing) Spring Shop & Sale (4/10 - 4/11) Surprise & Delight Flower Drop (4/24, 6/26) Chalk Artist (6/26) Summer Shop & Sale (6/25 - 6/27) Music Busker (Fridays, Ongoing)

Eblasts •

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Openings • Plaza Oaxaca (5/8)

Social Media ● ●

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Facebook Likes - 20,976

Facebook Rating - 5 Instagram Followers - 4,546

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April A (4/7) ○ Featuring: Shop & Sale, Finnegan’s Wake, Sushi Damo ○ Open Rate: 17.6%, CTR: 0.6% April B (4/22) ○ Featuring: Spice Xing, The Cottage Monet, La Canela ○ Open Rate: 20.0%, CTR: 1.1% May A (5/7) ○ Featuring: Plaza Oaxaca, The Streetery on Gibbs, Marble Slap Happy ○ Open Rate: 22.2%, CTR: 0.4% May B (5/27) ○ Featuring: Music Buskers, VisArts, Kyoto Matcha ○ Open Rate: 21.0%, CTR: 0.9% June A (6/10) ○ Featuring: Color Me Mine, Dawson’s Market, Finnegan’s Wake ○ Open Rate: 19.1%, CTR: 0.6% June B (6/24) ○ Featuring: Shop & Sale, Dawn Crafton Dance Connection, Gyuzo Japanese BBQ ○ Open Rate: 24.3%, CTR: 1.2%

/ 23 *Retail industry average: Open Rate - 18.39% / CTR - 3.32%