MARKETING
BUSINESS-TO-BUSINESS
CAUSE RELATED MARKETING
SILVER
GOLD
Centres more than 1,000,001 sq. ft.
of total retail space
Centres 150,001 to 400,000 sq. ft.
of total retail space
Yorkdale’s Retailer Onboarding Strategy
Yorkdale Shopping Centre
Toronto, Ontario
Eglinton Square – Big Little Give
Eglinton Square
Toronto, Ontario
Owner: AIMCo and Oxford Properties Group
Management Company: Oxford Properties
Owner: Kingsett Capital Investments
Management Company: Bentall Kennedy
(Canada) LP
With the arrival of eight luxury and international
retailers debuting their first Canadian locations
at Yorkdale, the centre created a customized
retailer communication strategy to streamline the
on-boarding process. The program included oneon-one meetings with each brand’s head office, a
72-page opening guide and an online retailer portal
that generated 1,000 views. By establishing effective
retail partnerships, the centre helped its new
retailers leverage over 80 million gross impressions
of awareness through strategic public relations
and a presence on their digital channels. Each new
retailer exceeded their planned sales and traffic
projections, with many reporting record-breaking
openings at Yorkdale.
Eglinton Square moved into action with an urgent
drive called THE BIG LITTLE GIVE when new
research indicated there was an alarmingly high
child poverty issue in its PTA. THE BIG LITTLE
GIVE asked the community for everyday items
parents need but often can’t afford. In 30 days
the centre collected $17,225 in cash and donations
for Rosalie Hall, a centre for local families in crisis.
Media response was overwhelming, driving a total
of 1,064,698 PR impressions and securing 855,557
impressions in donated media. Centre sales spiked
+9.2% from the previous month and more than 25%
of tenants keenly participated.
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