The Challenge
Working for Wilder Co., a privately held, employee-owned retail property management company with a  seven-million-square-foot retail portfolio required a two-fold approach. The primary challenge was to modernize the aging digital presence for 33 properties across eight states while simultaneously developing a localized strategy to stabilize foot traffic and safety protocols at the Wayside Commons shopping center during the height of the Covid-19 pandemic.

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The Strategy

We implemented a bifurcated strategy that balanced high-level brand infrastructure with tactical, ground-level activations.

• Portfolio-Wide: Focused on a comprehensive digital facelift and consistent social media design to elevate the brand's multi-state presence.

• Wayside Commons (Burlington, MA): Developed a specific "boots-on-the-ground" plan to navigate COVID-19 protocols, using creative engagement to drive traffic back to local shops and eateries safely.

 

The Execution

Infrastructure Redesign & High-Impact Events:

• Digital Overhaul: Spearheaded and oversaw a complete website layout redesign for the entire 33-property portfolio—a framework that is still utilized by the company today.

• Wayside Commons Activations: Designed and implemented multiple traffic-driving concepts including:

  • Halloween Scavenger Hunt: A poster-based game featuring branded, reusable hemp candy bags.

  • Public Art & Community: Launched an artist window project, a live concert series, and local blood drives.

  • Safety Communications: Managed all COVID-19 messaging, social media updates, and on-site signage.

• Tenant & Leasing Support: Produced a weekly showcase of tenant content, managed promotions and giveaways, and collaborated with leasing teams to increase property awareness and interest.

 

The Impact

Lasting Infrastructure & Commercial Results:

• Proven Longevity: The website redesign remains the functional standard for all 33 properties across the eight-state portfolio.

• Commercial Stability: The creative measures at Wayside Commons successfully drove traffic during an exceptionally difficult retail climate, improving tenant satisfaction and assisting in the reduction of vacancy rates.

• Brand Authority: Increased the visibility of the portfolio’s seven-million-square-foot footprint through consistent, high-quality social media content and design.