WELCOME TO LA MARINA CASE STUDY: LA MARINA SHOPPING CENTRE, ALICANTE, SPAIN
Arriving at La Marina was a disappointing and cluttered affair, the environmentals did not service the tenants or the Shopping Centre. Resolute Asset Management and Why Media spent Q1 and Q2 2020 removing clutter, improving the health and safety and taking onboard visitor and retailer feedback through extensive market research. The new entrance signage is inviting and aspirational, whilst engaging with the local environment.
A COMPLETE REBRAND
La Marina’s identity was dated and uninviting, we worked with over 25 stakeholders to deliver a fresh and new vibrant identity that is applicable and enchanting
REMOVING COMMUNICATION BARRIERS
Why Media as the full service Marketing and Communications partner wanted to engage and create better visibility for all parties involved in the Shopping Centre, by moving our office from the back of the building down a long corridor away from everything, to the main mall this enabled Why Media to be on the ground where we can engage with current tenants, shoppers, local businesses and stakeholders. We have greater integration of our online and offline marketing and PR activity and supported our partners including Finestrat Tourism Board, Chapman Taylor Architects and the Local Mayors office.
ON HAND, ON SITE
Why Media’s preference is a locally focused and passionate onsite team, joining up the Shopping Centre and an in depth understanding of what is going on locally. We have a rigorous training programme at Why Media and use the latest project management software and safety protocols.
WE HAVE EMBRACED DIGITAL
The website and entire digital strategy needed a bespoke digital rebuild from the ground up, the entire software suite needed to use the latest code and SEO techniques. The old website template was dropped and the Google SEO issues have been resolved, the Shopping Centre has over 9000 reviews and the feedback has been 100% positive!
The old paper based Shopping Centre Maps were confusing, visually poor and cumbersome. Why Media has rolled-out new hardware and built a bespoke Wayfinding system that captures data, supports the sales process and ensures a positive experience for shoppers. The new digital Wayfinding software is fully integrated with the website and the data management systems.
When we started on the project it was clear the current WIFI and Internet provisions were not fit for purpose. A modern Shopping Centre and Retail Park requires state of the art and high speed WIFI throughout. Our team of technical experts worked to ensure the latest server and cabling was installed at La Marina Shopping Centre by approved partners and is certified and future proof for at least 10 years. The entire system is fully integrated with the new software and all data management is centralised and Data Protection Act compliant.
The Social Media strategy for La Marina was not consistent and did not communicate or support the sales and marketing plan effectively as the organic engagement was low. Why Media generated a new strategy that would support and communicate the Shopping Centres offer and engagement numbers have increased beyond our expectations and the campaigns continue to work in collaboration with the retailers needs as we look to drive footfall, sales and dwell time through our platforms such as Facebook, Instagram, YouTube, TikTok and Google.
INTEGRATING THE RETAIL PARK
The fresh brand for the Retail Park allowed us to integrate this additional part of the retail offering at La Marina, the website, signage and digital marketing campaign is now fully coordinated.