Clever digital advertising and social media marketing rescues a local landmark for shoppers!

Client: Gulf Coast Town Center / McKinley, Inc. | Industry: Retail
Our Work: Marketing Strategy, Social Media Marketing, Digital Advertising

The peak holiday shopping season was only weeks away when McKinley, Inc. took over the management of Gulf Coast Town Center (GCTC) mall in late 2015 and called the Be Brilliant!® Marketing Team for help. The need for marketing was clear and urgent with only 14 days to go until the Black Friday shopping weekend.

“The Be Brilliant! team was, in fact, Brilliant...using cost-effective, high-impact online marketing and advertising to bring shoppers back.
— Debra Irving, Assistant Director of Operations, McKinley, Inc.

Social media provided the most cost-effective and flexible opportunities to reach across the wide range of audiences, as well as involve and support the mall tenants. We also included proactive monitoring and responding to customer reviews and comments on Facebook, Google, Trip Advisor, and Yelp, to say "Thank You" and to help resolve problems.

Facebook Results Add Up!

  • Black Friday Giveaway video ad: 19,000+ views over four days at 1¢ per view
  • Facebook audience grew by 6,219 users – up 1650% from previous period (see chart)
  • Audience reach grew 589% – reaching  2,557,694 user interactions – compared to previous period.

In the six months of this focused marketing program, Gulf Coast Town Center mall saw more than 2.5 million interactions on its social media, eclipsing the total number of search and website interactions for the several past years. While the online activity was great, even more importantly, it helped bring people to the mall.


Marketing focused on engaging the local community and giving seasonal residents and tourists more reasons to visit the mall. Foot traffic actually increased in the typically slower off-season! 

  • Created and managed Facebook campaigns
  • Designed online and print ads
  • Wrote radio spots
  • Organized special events
  • Created a new series of photos
  • Designed an all-new directory map and a new mall brochure
“If I had to do it all over, I would hire Be Brilliant Marketing again, in a heartbeat!
— Debra Irving, Assistant Director of Operations, McKinley, Inc.

If your Company is Ready for help with a Marketing rescue or revival, Be Brilliant! Call us!

Be Brilliant!® | Be Brilliant!® Marketing is a branding and marketing agency based in Fort Myers, Florida. Our work and experience has taken us around the globe, working for clients ranging from local entrepreneurs to global, Fortune 100 companies. If you’re on Facebook, be sure to Like our page. Follow us on Twitter @BeBrilliantMktg

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