Shapell Properties
Digital Marketing Strategy
Client: Shapell Properties
Project: Digital Optimization & Marketing Revamp for 8 Bay Area Properties
Challenge: A Digital Marketing Program in Disarray
Shapell Properties faced significant challenges in managing a cohesive and effective digital marketing strategy across its eight Bay Area locations. Tenant dissatisfaction was growing, with merchants feeling unsupported and looking to opt out of their marketing fund contributions. The company’s websites were outdated, lacking backend SEO, proper optimization, and trackable analytics. Social media efforts were stagnant, relying on generic content reposted from merchant feeds with minimal engagement. Additionally, advertising efforts were inefficient, with little to no geo-targeting, minimal sponsored posts, and an ineffective allocation of ad spend. These factors combined to create a fragmented marketing approach that needed a complete overhaul.
PLATFORMS USED
WordPress
Squarespace
Meta
SERVICES PROVIDED
Website Development
Social Media
Meta Advertising
Reputation Management
Tenant Collaboration
Solution: A Full-Scale Digital Overhaul
Creative Marketing Arts implemented a strategic, data-driven approach to revamp Shapell Properties’ digital presence, ensuring a more effective and engaging online experience for both merchants and consumers.
Website Optimization & SEO Implementation
We launched four fully optimized websites with integrated analytics tracking, improving navigation, user experience, and performance monitoring. Advanced SEO strategies boosted search rankings and organic traffic while providing insights into visitor behavior.
Social Media Transformation
We refreshed all social media accounts, crafting compelling brand narratives and high-impact visuals. Targeted advertising strategies and audience segmentation increased engagement, while geo-tags, merchant highlights, and proper credits maximized reach.
Merchant Engagement & Collaboration
To strengthen merchant involvement, we hosted exclusive photo sessions and one-on-one marketing meetings. Merchant-exclusive offers and bounce-back incentives were integrated into promotions and giveaways to drive foot traffic and customer loyalty.
Consistent Branding & Community Integration
A cohesive brand identity was implemented across all digital platforms, with redesigned website layouts, headlines, and messaging. Digital merchant deals, social integrations, and local partnerships reinforced Shapell Properties’ connection to its communities.
8
Bay Area Properties
32,000 +
Social Media Followers
2,000 %
Website Visit Increase
Results: A Thriving Digital Ecosystem
Within four months, Shapell Properties experienced a dramatic transformation:
Higher Merchant Engagement:
Merchants began actively contributing content, confident they would be featured appropriately.
Boosted Online Visibility:
Enhanced website traffic and a stronger social media presence.
Improved Advertising Efficiency:
Geo-tagged ads and targeted promotions delivered a higher ROI.
Stronger Community Connection:
Consistent branding and merchant participation led to increased customer engagement.
A marketing guru from our team was onsite monthly to gather content and meet with store managers and owners, ensuring their inclusion on the platforms and assisting them with content creation.
Conclusion: Digital Strategy That Delivers
This case study highlights how a strategic and comprehensive, strategic approach to digital marketing revitalized Shapell Properties, driving merchant satisfaction, customer engagement, and overall brand effectiveness. Increased traffic to retailers, especially restaurants and service-based businesses, was easily tracked through platform-driven reservations.
With a renewed online presence, Shapell Properties is now positioned for sustained growth and success in the competitive Bay Area market.
“Kim and the CMA staff are all extremely knowledgeable, professional, and always thinking one step ahead when it comes to marketing trends. They are ever evolving to ensure they are using the latest technology and appealing to a broad customer-base.”
Kelley Facas
Salesforce