 | Challenge: Fill Retail Space to 100% Occupancy
When Don Schleicher and his business partner, Paul Berenson, purchased Colony Mill Marketplace, 20% of the retail space was empty. Filling this space was a top priority. Don notes, “Our goal was to attract retailers
that complemented one another. We did not want a mall full of stores
competing for consumers’ money.” The challenge, however, was
attracting major retailers to open new stores when retail spending
was trending down, and Keene, NH was a secondary market.
Results: 100% Occupancy in Less Than a Year
Through follow up calls after each mailing, Colony Mill found 100% memorability for the campaign. This opened the door for further conversations about the opportunities to lease space at the mall. More than fifty percent of the retailer’s targeted in this campaign visited the mall, and in less than one year Colony Mill Marketplace filled all available space with quality merchants who complemented the current retailer mix.
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