Embassy Gazette

Rundle Mall: A Case Study

 

The Digital Embassy have provided a variety of strategic digital marketing initiatives and functional improvements to assist the Rundle Mall Management Authority.

Rundle Mall: A Case Study

Introduction

The Rundle Mall Management Authority (RMMA) is a subsidiary of Adelaide City Council and provides the strategic administration, governance and overall management behind Adelaide’s premier retail precinct, Rundle Mall. The RMMA is focused on engaging the public through the promotion of the hundreds of associated retail stores located within the Mall.

The Digital Embassy were approached by RMMA to provide services related to the development of digital strategies and implementation of marketing initiatives to attract people to the Mall and drive qualified traffic to their various digital channels.

 

Digital Partnership

Rundle Mall is synonymous with bridging the gap between retail initiatives and creating both in-house events and harnessing those in surrounding areas, to create a seamless City experience in and around the Mall.

The RMMA engaged The Digital Embassy to act as their strategic digital partner to help provide assistance and direction in generating greater public engagement and interactivity online with Rundle Mall through campaign specific content and touchpoints.

 

Digital Strategy & Website Support

To date, The Digital Embassy have provided direction on a variety of strategic digital marketing initiatives and website functional improvements that support the overall marketing strategy.

Some of these include;

  • Transformation of Arcade store directory listings and related information
  • Recommendations for improved user and retail experience online
  • Consolidated social media accounts with reduction in the number of platform’s utilised
  • Tailored new and existing content to become channel specific, ie – social media, magazines, etc
  • Provided targeted seasonal campaign direction, including Adelaide Fashion Festival (Spring/Summer campaign) and Christmas for 2016
  • Assisted with the implementation overall online rebrand
  • Implemented code changes to rectify previously experienced high website traffic crashes through slow load times
  • Creation of Gift Guide functionality, linked with retail stores and campaign specific marketing support initiatives

 

Social Media Planning

The Digital Embassy helped provide the strategic framework and planning for Rundle Mall’s social media calendar for both the Find Me and #RMChristmas campaigns during 2016.

Rundle Mall’s Find Me campaign was created to help further their brand awareness with the goal of increasing the publics engagement with the Mall, both off and online, targeting their core audience types.

The #RMChristmas campaign was required to cater messaging to speak to a broader age demographic and featured the integration of retail, event and operating hour messages. The Digital Embassy assisted with the creation of content calendars and provided strategic assistance to consolidate all brand elements into one seamless campaign.

 

 

Digital and Social Media advertising

To assist with curated social media content and online promotion of Rundle Mall events and messages, as certified Google Partners The Digital Embassy implemented paid advertising campaigns across the Google Display Network and on social media platforms to further enhance brand awareness and campaign milestones.

Paid advertising measures carried out by The Digital Embassy on behalf of RMMA reached an audience of over 450,000 through targeted text, image and video messaging over the course of the 8-week long campaign.

 

Rundle Mall Gift Guide

Created specifically for the #RMChristmas campaign, the Rundle Mall Gift Guide was developed to provide the public with access to current retail offers relating to appropriate stockists, featuring store information such as location and operating hours to increase likelihood of purchase.

This initial wish list feature will be further developed in-conjunction with future campaigns to continue to improve Rundle Mall’s retail offering online and enhance customer relationships with the 700 specialty stores within the precinct.

 

 

 

The Results

The digital partnership between The Rundle Mall Management Authority and The Digital Embassy has been successful in helping our client bridge the gap between their online and offline engagement.

A strong and thriving offline following is now being harnessed through online initiatives that connect users and campaign touchpoints which provide greater access and interactivity online with the retail outlets that operate within the precinct.

At the conclusion of the #RMChristmas 8-week campaign for 2016, in addition to the 450,000 strong audience garnered via paid advertising. A social media increase in followers of 17% was generated across both Facebook and Instagram, in-line with desired KPI's set prior to the campaigns commencement.

The Digital Embassy are excited to continue their relationship with RMMA and adopting the learnings and experience gained through these campaigns to help drive greater engagement between the Mall and their audience through exciting online and offline elements that further enhance and grow the Rundle Mall brand.

 

“The Rundle Mall Management Authority values all that the team at The Digital Embassy is able to bring to life for us. With expertise in digital strategy, social media planning and technical aspects, we couldn’t be happier or in safer hands with you as our digital partner.” 
Amanda Grocock - General Manager

 

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About The Digital Embassy

The Digital Embassy™ is an Australian Google and Microsoft Partner transforming digital business. Our team are ambassadors for best practice in digital business strategy, web design, behaviour-driven software development and evidence based digital marketing.

For over 20 years our business has employed local industry certified personnel to help businesses meet the changing needs of digital users and consumers. We work as your strategic digital partner to develop strategies, and build assets, that drive organisational change and revenue growth.

 


The Digital Embassy

AuthorThe Digital Embassy

The Digital Embassy™ is a Multi-Award Winning, Australian Google and Microsoft Certified Partner transforming digital business.

PostedThursday, 2 February 2017