For nearly two decades, Craig Realty Group worked to develop one of the last ocean-front parcels in Orange County, California into a destination shopping location. It was to be an outlet mall where brands sell merchandise at up to 70% off regular prices. There are plenty of great shopping choices where deal hunters can find low prices on big brands, but very few that combine that with spectacular ocean views. However, Coastal Commission issues, resistance from local residents and the recession caused years of uncertainty. But the Outlets at San Clemente finally opened to great fanfare – thanks in part to the marketing communications of HEILBrice.
HEILBrice developed the brand position and brand personality for OSC. We then applied that brand across all consumer touch points – including a new website, all collateral, all print and digital advertising, plus on-site way finding and promotional signing.
We also worked with the OSC PR team to maximize opportunities at the Grand Opening, and developed all communication for all paid, owned and earned media.
At HEILBrice, we believe that brand stories are communicated in unexpected ways. That means that every conceivable touchpoint should help do the job.
INTEGRATED PROMOTIONAL EVENTS
Periodically, we would have the opportunity to create promotional materials for special events and seasonal/holiday activities. Often times this gave us the chance to create a special type treatment or illustration for the event while also maintaining elements of OSC branding.
Below is a sample of some of those promotional signs that we had the pleasure of creating for the Outlets at San Clemente.
- Totally Integrated Marketing Communication Services
- Brand Standards and Identity Package
- Creative Development
- Still Photography
- Web Site Development
- Pre-Grand Opening Materials
- Print and Digital Ads
- Wayfinding and Promotional Point of Sale Signing
- Promotional Development and Execution
MAKING A BIG SPLASH
ON THE COAST
The Outlets at San Clemente quickly hit its stride as a premier shopping destination in the heavily-traveled Los Angeles/San Diego corridor. The center has achieved its occupancy goals and continues to enjoy growth in overall sales. The community that was once concerned about the impact and appropriateness of OSC has come around to embracing it.