Rockvale Square Outlet Center
Our initial challenge was to reshape a popular impression about the merchandise generally.
Many customers felt only lower quality products were offered by outlet centers. Our strategy was to present Rockvale Square Outlet Center, located in the tourist destination area of Lancaster, PA, as a quality, fashion-oriented shopping center, and to educate consumers about the advantages of this type of retail facility. The audience was both tourists and local shoppers.
With success came new centers in Sarasota, Floridia and Rehoboth Beach, Delaware. Our new assignment was to stretch a limited ad budget by developing TV ads and promotional materials that could be used for all three.
Consistent visuals and messages were produced to create a fun, fashionable, upbeat awareness. The image was carried through to leasing materials and environmental graphics.
The results? Rockvale Square was voted top outlet center in the country by the stores themselves. Tourists picked up over 700,000 brochures a year. During our stewardship, and until it was sold, the center enjoyed double-digit sales increases annually.