Work General Growth Properties

Challenge:
General Growth Properties, one of the nation’s largest real estate investment trusts with stake in more than 200 regional shopping malls, sought to introduce a marketing campaign that would brand each of their malls according to demographics under three distinct themes, yet remain entirely customizable for each location within its portfolio.

GGP_mix

Strategy:
Design and launch a print-oriented campaign to include a series of posters, banners, table tents, window decals, point of purchase displays and print advertisements, which could be ordered according to each property’s specific needs and customized with information unique to each property, its retailers and promotions.

Solution:
Leveraging Starmark International’s ChannelPro software platform, General Growth Properties has been able to effectively manage and maintain the three branded campaign themes while creating a centralized location where property managers can customize and order individualized campaign collateral in real time. This eliminated the need for manual production, eliminated versioning costs and reduced turnaround time, which ultimately created a cost savings that impacted the company’s bottom line.