In October 2010, The Shops at Pembroke Gardens housed more than 70 shopping and dining options and had been open for three years. It opened at the beginning of the recession, and even with a collection of unique boutiques to nationally known brands, the center was only locally known as “that place next to I-75 at Pines Boulevard.”

Knowing the potential, the owner and property management company, Duke Realty, wanted to position the center as a key South Florida retail lifestyle center increasing traffic and improving sales.

While working directly for Duke Realty, Jackie Awve began creating a strategic marketing plan for shopping center project at the start of the 2010 holiday season. The first task was designing new ads that would reflect sophistication and personality. A Facebook page was quickly established and media placement adjusted for impact by increasing ad sizes and adding tourism publications to the mix. The website was re-designed to incorporate the stylish new look and increase functionality. Suddenly, people were remembering the name The Shops at Pembroke Gardens and a slow buzz was starting to build.

Working with tenants, the City of Pembroke Pines, community organizations and media partners, scheduled events were enhanced and new ones established including The Tastings.

The Tastings has become a signature fundraiser, which includes food and drink samplings, art, and entertainment. Under Jackie’s direction, the first two events in 2012 sold out and made significant contributions to Hal Herman Children’s Fund at Women in Distress and the Sun-Sentinel Children’s Fund.

The retail marketing program provided The Shops at Pembroke Gardens increased recognition, created an inviting online presence, increased traffic and sales contributing to greater tenant satisfaction.

View the 30-second commercial that aired throughout 2012 here. It is one of the final pieces developed to reflect the new sophisticated image.