Fenton Email
The Wilbert Group ideated, produced and tracked the Fentonian email program as Hines and Columbia Development worked to not only develop and lease the major mixed-use development, but also to begin building buzz across the region. Ahead of opening, this program has maintained a 59% open rate to thousands of fans, and we’re just getting started.
You need to engage an audience of future consumers. Fenton, a mixed-use development in the Triangle area of North Carolina, has been under development for nearly five years. Soon, Fenton will finally open to the public, and has a built-in audience of locals eager to learn more. It’s important to engage them and turn casual observers into Fenton fans and future visitors.
You want to make your community feel like VIPs. As Fenton has progressed and announcements around development and leasing have been made, the developer wanted to ensure that the people who will one day live, work and shop at Fenton felt like they had their fingerprints on the project. We’d accomplished some of this through social media, but we needed a way to truly engage this community as insiders, VIPs in the know.
So you launch an e-newsletter. The Wilbert Group, a longtime PR and social media partner for Fenton, was retained to execute The Fentonian, a monthly email newsletter detailing all the latest on Fenton along with regular exclusive content and giveaways to keep subscribers coming back for more.
