Shopping in America Surveys
National mall owner and operator Macerich came to The Lovell Group with a formidable challenge — to help the company compete for national exposure among leading competitors. By working closely with the client team to develop a series of carefully targeted surveys on seasonal shopping habits, we effectively set the stage for a media relations push that positioned Macerich as a thought leader in retail trends.
These successful Shopping in America surveys collected valuable consumer insights ranging from anticipated spending to hot fashion trends during a given season. Our involvement in the survey development and accompanying media relations strategy paid off, building credibility for the survey brand and Macerich despite competition from larger, more established surveys.
Media relations results included elevating the Macerich brand with 500 million+ media impressions, tripling year-over-year for holiday PR efforts. Coverage included top-notch TV placements covering national consumer news and business angles, including CNN Headline News, MSNBC, Fox News Channel’s Fox & Friends, CNBC and others. The brand-building campaign also garnered hundreds of newspaper, magazine and wire placements, including the Wall Street Journal, USA Today, Los Angeles Times, Washington Post, Chicago Tribune, New York Post, UPI and Gannett, Newsweek, BusinessWeek and Real Simple — along with national marketing and industry trade publications like Women’s Wear Daily, Adweek and Brandweek.
- Positioned client as the go-to authority on retail trends
- 500 million+ media impressions
- High-profile broadcast and print placements
DFW Restaurant Week
With the help of The Lovell Group, DFW Restaurant Week has become North Texas’ most popular summer dining event. The beloved foodie campaign, spearheaded by CBS Radio, features delicious prix fixe menus at more than 130 of the area’s hottest restaurants. The event not only fills seats during the historically slow summer dining season — it also channels 20 percent of the proceeds from each meal to local nonprofits the North Texas Food Bank and Lena Pope.
Our involvement over the past several years has included brand building, campaign management, media relations and social media initiatives. We also worked with CBS to launch the signature First Course Kick-Off Parties in 2014 and 2015. Through strategic partnerships and marketing promotions with sponsors such as Central Market, Metroplex Cadillac Dealers, Texas Beef Council, Dallas Convention & Visitors Bureau, and the American Institute of Wine & Food, we’ve continued to help build credibility and notoriety for this popular event. Recent focus has included strengthening the brand across traditional and social media platforms, as well as evolving the program to appeal to a broader demographic.
Last year alone, the successful campaign raised over $700,000 for charity. And if history repeats itself, we expect that number to rise — along with the growing number of social media followers. Media coverage includes notable outlets such as Texas Monthly, Zagat, Eater, D Magazine, the Dallas Morning News, the Dallas Business Journal, Modern Luxury, CultureMap, the Fort Worth Star-Telegram and many more, including extensive TV and radio attention.
- Over $700,000 raised for charity last year alone
- Media coverage in high-end publications and local TV and news outlets
- Several years of increases in:— Total funds raised for charity— Social media followers— Restaurant reservations
Wade Park Mixed-Use Development
Wade Park is an impressive $1.2 billion, 175-acre luxury mixed-use development in Frisco, Texas, that needed an equally impressive media and community relations strategy. With extensive expertise in commercial real estate PR, The Lovell Group worked with Thomas Land & Development and project partners to create a multi-phased campaign aimed at keeping the development in the headlines and top of mind for potential tenants.
As one of the fastest-growing communities in the nation, Frisco is the soon-to-be headquarters for such legendary organizations as Dallas Cowboys, Toyota and JC Penney. We kicked off the Wade Park engagement with a highly successful groundbreaking event — complete with luxury tent, refreshments and beautiful property renderings — which was attended by local dignitaries including the mayor of Frisco and other city officials. The large crowd was wowed by the well-run program and extensive media attendance.
We continued to capture the media’s attention with development updates and announcements of high-end retailers including Whole Foods Market, iPic Theaters, Pinstripes, and a second location for the chic and eclectic Hotel ZaZa.
Ongoing media coverage includes the Dallas Morning News, Dallas Business Journal, D Magazine, CultureMap, local TV and radio, and national business and industry trade groups such as GlobeSt. Wade Park was recognized by the Dallas Business Journal as one of the Best Real Estate Deals of the Year in 2014, in the Mixed-Use Development — Suburban category.
- Successful groundbreaking event
- Ongoing announcements, including high-profile tenant signings
- Development named among the Best Real Estate Deals of the Year by the Dallas Business Journal
North Texas Food Bank Holiday Campaign
The holidays are a traditionally busy time for the North Texas Food Bank. In fact, the Dallas-area charity often aims to raise 40 percent of its annual donations from Thanksgiving to New Year’s. And for several years running, this well-respected nonprofit organization engaged The Lovell Group to communicate an urgent need for public support heading into the holiday season.
While donations of canned goods are always appreciated, the North Texas Food Bank is best equipped to stretch donor dollars and feed more hungry neighbors through monetary donations rather than canned goods alone. With this in mind, our team engaged local media and potential donors using a multi-tiered, integrated communications strategy that leveraged NTFB ads and promotions. We also creatively positioned fundraising needs with personal stories. The annual effort included a campaign launch event and multiple media and community events, which we coordinated, to showcase the Food Bank’s hands-on work in the North Texas community.
We remained focused on keeping the organization top of mind in news stories, social media channels and targeted community outreach to prevent thousands of North Texans from going without food at a time of year often characterized by family feasts. In a single year, campaign efforts helped NTFB raise more than $7.5 million in holiday gifts — representing continued annual increases. The holiday campaign has been recognized with MarCom Gold and MarCom Platinum Award for nonprofit communications, along with the Hunger’s Hope Award for Marketing Campaign of the Year from Feeding America, and others.
- More than $7.5 million raised in a single holiday season
- Annual fundraising increases
- Hundreds of annual media placements garnering millions of media impressions
- Numerous campaign awards
Crisis: Mall Shooting
When operators of a prominent California shopping center were faced with a gang-related shooting that injured three people including a security guard, they looked to The Lovell Group to work in sync with the management team and parent company to address the situation with both internal and external audiences.
By promptly and strategically dealing with crisis communications on two levels — immediate response and long-term grassroots efforts — our strategic crisis management ultimately positioned the mall as a strong corporate citizen and leader in prevention efforts, while focusing needed community attention on the larger issue of gang-related violence.
Maintaining an open, transparent posture with media and merchants helped restore confidence in the mall’s safety measures and procedures, while increased officer presence helped calm fears in the initial aftermath. A published “Open Letter to the Community” and editorial board meetings with area papers helped spur further community conversation on the topic of growing gang-related violence and ways to positively engage teens and young adults. Lovell also helped form a partnership with a local gang-resistance and education organization, which recommended converting an empty retail storefront into a community room for organizations serving area youth.
Not only did mall traffic resume, but the property successfully emerged as a true community partner, solidifying shopper loyalty. The crisis communications garnered multiple positive newspaper articles commending the mall’s swift response to the crisis and newspaper editorials heralding the mall as a true “corporate citizen.” It successfully brought together the community and prominent city officials in a grassroots prevention effort with the mall serving as the primary venue. Our efforts were published in a national publication and presented in shopping center industry trades as a strong case study in crisis communications. We were also recognized with awards including a MAXI Merit award from the International Council of Shopping Centers, further elevating The Lovell Group as a trusted resource for crisis communications.
- Swift, open response helped restore peace of mind
- Mall traffic resumed
- Gang-resistance initiatives positioned client as a good corporate citizen
- Efforts were recognized with a MAXI Merit award