Epicenter Advertising

A full service, San Diego advertising & marketing agency

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Case Studies

Imperial Valley MallImperial Valley MallImperial Valley Mall

Product: Branding & Grand Opening Campaign
Results: Exceeded management’s expectation by 22%

  • The Background

    Imperial Valley Mall, located in El Centro, CA was a new development by CBL Properties. CBL is based out of Tennessee and the majority of their properties are in that region. CBL partnered with Epicenter because of its expertise in the shopping mall industry, experience in handling Grand Openings and knowledge of the geographic area and cultures in the Southern California region.

  • The Challenge

    To provide effective branding for Imperial Valley Mall and develop a complete marketing plan and creative development of pre-Grand Opening and Grand Opening campaigns for a market that is divided in half by both language and an international border. The mall was the first enclosed shopping center in the geographic area to be developed. Almost half of the market was anticipated to come from the Mexican national side of the border. These customers that already frequented other centers in San Diego about an hour away. Management was concerned that advertising efforts would not translate effectively across the divided market and possibly alienate one market or the other.

  • The Solution

    • To successfully position Imperial Valley Mall, Epicenter had to first understand both the American market as well as the Mexican Nationals market. We employed a research firm to provide up-to-date demographic and psychographic data on the area. We also partnered with a local Hispanic agency and PR firm and directed the creative execution of both firms.

    • Findings from the research showed there was a distinct difference in both languages, culture and values between the two markets. Our creative approach had to appeal to both simultaneously.

    • Based on our findings, we developed a creative direction that was based around colorful silhouettes of people dancing with the various products they would find at the mall. This silhouette approach allowed us not to be dependent on of use of actual people shots and made for a creative concept that crossed all national lines. This was done in a fun and unique way that still captured the culture of the area without having to be literal.

    • Most of the campaign relied on electronic media. Therefore, Epicenter created a jingle that was sung in both English and Spanish and incorporated a catchy, upbeat, Latin flavored rhythmic dance beat with female vocals reminiscent of Christina Aguilera. The jingle could easily crossover to both Latin and American Pop formats without being patronizing. This was used in both radio and television promotion.

    Campaign Elements Included:
    • Marketing and Media Recommendations
    • Research
    • Coordination Of Hispanic Public Relation Firm
    • Branding Visual And Verbal Positioning
    • Advertising Campaign Including – Newspapers (English and Spanish), :60 Second Radio Spots (English and Spanish), Jingles (English and Spanish), Tagline development, :30 Second Television spots (English and Spanish)
    • Development Of Leasing Materials

  • The Results

    Grand opening attendance drew record crowds and exceeded management’s expectation by 22%. This was the most successful opening of any of CBL’s Properties and received a tremendous amount of positive industry press because of its unprecedented success. The center continues to out perform in sales per square footage at an exceptional rate for this region. It is CBL’s crown jewel of profitability and tenant retention in their portfolio of properties.

Earth Shattering Results!

Best In The Business

"It would be my pleasure to tell you that Epicenter is one of the best agencies in the business."Keri Noel
Senior Marketing Manager
Lumenati/The Macerich Company

Branding Experts

"Epicenter's staff is tremendously talented at branding, thus our company stands out from the pack! Thanks Epicenter!"Matt Green
Newport Lending Corp.

Great Listeners

"I must compliment your diverse creative strengths, your ability to really listen to and understand the client."Tracey Gotsis
Marketing Director
Westcor/Macerich Company

Hire Them!

"I would not work with another company at this point in my career." Keri Noel
Sr. Marketing Manager
Lumenati/The Macerich Company

Bottomline Results.

"Inventive ideas that generate excitement and translate into bottom-line results."Michael Kinnen
Chief Operating Officer
The Alliance Portfolio

Grown to $10 Million

"My business has grown from $3 million to $10 million in sales during the 15 years I've worked with Epicenter."Jim Wegge
Gibson & Barnes

Fast Track Results

"Hiring Epicenter has completely put my company on the fast track for success."Marc Zimmerman

Daily Compliments

"Epicenter has been our agency of record for over 14 years. That says it all."Anne U. Legg
V.P. Marketing
Cabrillo Credit Union

Best In The Business

"They're one of the best developers of creative marketing solutions in business."Michael Kinnen
Chief Operating Officer
The Alliance Portfolio

Cutting Edge

"Epicenter keeps us on the cutting edge of marketing strategies and technologies."Anne U. Legg
V.P. Marketing
Cabrillo Credit Union

Remarkable Increase

"Epicenter developed eye-catching and effective print advertising for our company... a remarkable increase in business."Steve Rose, PhD
V.P. of Marketing
Visualize Technologies, Inc.

Huge Success

"There goal was to differentiate us from the crowd... They made our company a huge success!"Marc Zimmerman

Business Strategists

"Epicenter understands your business strategies with a thorough listening session."Matt Green
Newport Lending Corporation

Earth Shattering Results!
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