marlo marketing. fully integrated marketing, public relations, and creative services agency based in Boston, Massachusetts and New York City

From influencer engagement for luxury hotels to website design for assisted living communities to public relations for iconic beer brands, we cover a lot of ground.

In industry lingo, we’re considered a full-service integrated consumer marketing agency.

In our lingo? We just get sh*t done.

Case Study: Arsenal Yards

Overview

In 2017, Boylston Properties (a leading Boston real estate developer) and partner company Wilder (a national developer of retail shopping centers) were in final negotiation and planning stages to transform Watertown’s tired 1970’s Arsenal Mall into a vibrant, mixed-use residential, retail, and office community. Positioning the upcoming Arsenal Yards as a positive, beneficial addition to Watertown was a critical next step in making it a reality. In addition, it was imperative to capture the interest of potential national retailers in order to motivate other large and small retailers to sign leases.

Assignment

  • Position Arsenal Yards as a “thriving new neighborhood” and the developers as leaders in the much-needed revitalization of Watertown.
  • Keep Watertown City Council and public interest in Arsenal Yards positive and growing, pre-, during, and post-tenant openings.
  • Amidst headlines heralding the death of retail to e-commerce, capture the attention of potential national retailers to motivate lease commitments.

Strategy

  • Support Arsenal Yards sales efforts at key ICSC (retail) conventions by creating compelling collateral materials, including a 2-minute video.
  • Capture the interest of potential retailers with an irresistible, must-open delivery to retail brokers and executives, containing information and Boston-themed items showcasing the assets and attractiveness of Arsenal Yards.
  • Continually establish the new Arsenal Yards brand by filling media pipelines with news about milestones, progress, tenant announcements, new hires, and investments; write bylined articles for placement in consumer and trade publications.
  • Maintain positive community relationships by keeping residents informed with construction updates and new lease announcements via earned media, a new monthly newsletter-style ad in the local community paper, and development of strategic statements in response to political issues.

Results

CaseStudyIcons StorefrontFranchise 09

Captured the interest and lease commitments of 10% of retail tenants who received the mailer, leading to a cascade of additional retailer, entertainment and restaurant commitments; first wave of retailers will open in summer 2019

CaseStudyIcons Location 13

Arsenal Yards put East End Watertown on the map as a thriving new neighborhood

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Generated 200M+ earned media impressions in a variety of lifestyle and trade outlets in 2018, creating a stream of positive news coverage about new tenants