A FIRST-OF-ITS-KIND SERIES FOR MOM-AND-POP RETAILERS
Regency Centers is well established within the commercial real estate industry, but had lower awareness among independent retailers and restaurateurs looking for their first physical space. We created an educational content series designed to make that process easier, while introducing Regency as a knowledgeable and supportive partner along the way.
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The Challenge
CHANGING THE PERCEPTION OF THE LANDLORD
For many independent retailers and restaurateurs, choosing a location is about the space itself, not necessarily who owns or operates the center. When landlords did enter the conversation, perceptions were not always positive. The challenge was to build awareness of Regency with this audience, change what a landlord relationship could look like, and give growing businesses a reason to consider a Regency Center when choosing their first retail or restaurant space.
Our Approach
PUTTING USEFUL CONTENT BEFORE THE BRAND
We developed an educational series designed as a genuinely practical guide for first-time brick-and-mortar businesses, focusing first on what the audience needed to know rather than leading with the brand. We strategized, conceptualized, produced, and edited the full series, including a 10-day location shoot in Cape Town with a full agency and production team and a locally cast host.
We then built the promotional campaign around the series, creating long-form episodes, shorter social content, downloadable resources, dedicated landing pages and an email strategy to extend the content across channels and bring the right audience into the Regency ecosystem.
The series that changed how retailers saw their landlord
The Results
“ATYPICAL has become one of the key aspects of our department’s success."
We can always rely on them to bring new, fresh ideas to the table - but most importantly - strategies to accomplish the goals of the company. It has easily been one of the most organic and innovative partnerships I’ve had the pleasure of working with.
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