Class:
Business to Business Promotion

Objective:
To rent commercial real estate within a newly renovated shopping mall.

Strategy and Execution:
Building on the natural theme of the newly renovated shopping mall renamed Azalea Plaza, the slogans, "There is a beautiful flower growing" and Azalea Plaza-Come Grow with us," were created. These slogans were imprinted on the specialty items mailed to 400 prospective retailers seeking commercial property. The first mailing was a custom window greeting card announcing the opening. A packet of Azalea fertilizer came with the instructions to keep the packet to be used at a later date. A business card of the real estate agent was enclosed. Then, for the second mailing, inside a custom mailing can, was a live baby Azalea plant. The third mailing was a post card inviting the recipients to the opening of the mall. Newspaper, radio and outdoor signs were also used, keeping up the theme. All items kept within the color scheme of the shopping center.

Results:
A total of 25% renewed rental contracts and 57% newly signed rental contracts was reported. In four months the plaza became 82 % occupied.