CASE STUDY
Willowbrook Shopping Centre
A Marketing Transformation Journey
our objective
“Revitalize Willowbrook's brand image, making it a go-to destination for both new retailers and shoppers.”
Willowbrook Shopping Centre, home to over 150 major retailers is a premier shopping centre in Langley, BC. They are “Being Designed for a Beautiful Life”.
who is Willowbrook Shopping CENTRE?
For Willowbrook Shopping Centre, our mission was to breathe new life into its marketing and branding, ensuring every element resonated with the essence of "Designed for a beautiful life." As the Marketing Director, I spearheaded the development of annual marketing plans, meticulously managed budgets, and led the execution of all marketing campaigns and strategies to attract new retailers and shoppers.our impact
“Working alongside Kaylesha was such a wonderful experience due to her high quality of work and personable manner. She is full of creative ideas, passionate about her work and is an amazing person to work with. I was always ‘WOWed’ by the final outcomes of her projects because of the thought and detail she puts into ensuring each goal is met and her client is happy.”
- LINDSEY ZINN (FORMER MARKETING DEPARTMENT AT WILLOWBROOK SHOPPING CENTRE)As the Marketing Director at Willowbrook Shopping Centre, my role encompassed creating annual marketing plans, setting budgets, and executing all marketing campaigns and strategies. The overarching goal was to ensure the branding of the centre resonated with the theme “Designed for a beautiful life.”Project Overview
The primary challenge was to revitalize Willowbrook's brand image, making it a go-to destination for both new retailers and shoppers. This involved a comprehensive approach, from conceptualization to execution, ensuring that every element aligned with the centre's new branding.The Challenge
Our Approach:
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We meticulously ensured that all branding elements matched the “new” Willowbrook, setting the stage for attracting new retailers and shoppers.
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From initial sketches to the creation of signage, magazines, and large-scale events, we were involved in every stage. Keeping budgets in check and generating excitement among customers and retailers were key priorities.
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We ensured that from in-centre signage to leasing kits and lookbooks, the brand message was always clear and compelling.
Favourite Projects:
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'Wanderlust': Collaborating with Blackjet Inc and They Produce, we created a fashion lookbook with a “West Coast” feel. This was distributed in homes within the shopping region, used in-centre to showcase products, and leveraged online for brand recognition and style. The campaign included both printed and digital copies, with imagery used throughout the fall season for centre marketing.
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In partnership with Greenscape Design and Decor and with our design partner, March Media, we built a pop-in shop that perfectly embodied the “Designed for a Beautiful Life” ethos. This space not only generated buzz but also provided a platform for local entrepreneurs. The store's dynamic nature kept shoppers engaged and returning frequently.
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Working with March Media, we developed a catalogue of images for each of the 140+ retailers. These were used on the shopwillowbrook.com website, e-newsletters, blog posts, and social media, aligning with the website's relaunch and reinforcing the brand identity. The project focused on storytelling through products and photography.
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The strategic and creative efforts significantly elevated Willowbrook's brand presence. The Fall Magazine and Pop-In Shop were instrumental in enhancing the shopping experience and attracting a wider audience. The Beauty Shot Project successfully increased centre awareness, elevated the brand identity, and drove online traffic, creating a cohesive and attractive digital presence. The Pop-In at Willowbrook has now developed into a permanent commercial retail leasing space called “Willow Way”
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The journey with Willowbrook Shopping Centre was a testament to the power of strategic marketing and branding. By transforming the centre into a lifestyle destination, we not only met our objectives but also created a lasting impact on the community and the shopping experience.
Results & Conculsion
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