The Crossings Takeover
The Crossings is a 475,000 square foot power center in Newington, the heart of Southern New Hampshire’s Seacoast region. The Crossings was a well-regarded and well-performing center, housing the only area locations of several national big-box merchants and restaurants as well as a 15-screen cinema, but was lacking a clear identity, and was often confused with the adjacent mall. The owners wished to reenergize the center among area shoppers.
KeyPoint Partners’ Response
The KPP Property Management team initiated immediate landscaping, lighting, signage, and other improvements. The Leasing team pursued new deals and consummated existing negotiations for the opening of the first Trader Joes in the area - a long-awaited, much-anticipated premier tenant - as well as a new ULTA Beauty and a redesigned Old Navy. The complex build-outs were managed by KPP’s Construction team.
Although the center was established, the KPP Marketing Team treated it as a new property launch, initiating a multi-platform marketing program including a new website, social media presence, transit and print campaigns, and radio/TV and online tie-ins. The program quickly built the Facebook base to nearly 6,000 followers attracted by strategic ad campaigns and tenant-supported gift card giveaways. The program included a new logo and identity line, to be incorporated into marketing elements and new pylon and directional signage.
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