The situation
CBRE manages property on behalf of owners. Two shopping centres — OC Varyáda in Karlovy Vary and OC Central Most — needed someone to take care of the entire digital side of their operation. Not one campaign. All of it.
What it involved
Managing and optimising both centres’ websites. Running their social media — content preparation, scheduling, visitor communication, monthly reporting. Directing an external advertising agency and checking what it delivered.
On top of that: graphics, budget planning, and the management and installation of digital advertising displays inside the centres themselves. Partly also event marketing, content for the blog and video blog, and negotiations with tenants.
A shopping centre has a specific audience: the people who actually visit live within a few kilometres. Nationwide campaigns make no sense. Reach has to be local and measurable.
What came of it
Two centres with consistent digital communication, measured campaigns, and reporting that showed what worked and what didn’t. Decisions made on numbers rather than impressions.