Fountains at Roseville, a unique lifestyle center in Roseville, California, was struggling to maintain a consistent and robust presence on social media channels. They had a small audience relative to their size and influence in the marketplace. The management was looking for ways to build brand awareness, increase shopper engagement, and drive more foot traffic to the center, specifically to their events throughout the summer and fall.
ClickSpring custom designed an active and robust social media presence for Fountains at Roseville across all major social networks and review sites. We began with a social media strategy to develop the voice and messaging for Fountains and carried this out with bi-weekly content calendars highlighting the unique aspects of the center which most appealed to shoppers. We paired this content strategy with active monitoring and fan engagement activity to grow their audience and turn the social networks into a marketing channel for the stores and events at the center. We developed a social advertising campaign to target shoppers within a 25 mile radius of the center and ran contests and promotions to grow their fan base.
In one year, we grew their overall audience from 4,879 users on two networks to 25,214 users on four networks (a 516% increase). With these efforts, we surpassed the Facebook audience size of all other shopping malls in the greater Sacramento area except Galleria at Roseville, which opened 8 years prior to Fountains at Roseville. We increased the average number of people who engaged with the Facebook page each month by 1,665% and positioned their Facebook and Twitter accounts as a new customer service channel for shoppers. With a growing and engaged audience online, we were able to greatly increase event attendance by promotion via social networks.