the outlets at lake george
brand marketing + SEM
The Outlets at Lake George, an outdoor outlet mall in Lake George, NY, is home to more than 40 stores and is part of a collection of outlet mall properties on Route 9 known as the Million Dollar Mile. With other outlet malls in the immediate area with similar names but different stores and owners, brand confusion existed in the market. Old websites, inaccurate search engine information, and inactive social media accounts for various outlet centers in the area muddled the outlet center’s online presence and affected brand recognition.
TASKs
Resolving brand confusion and correcting inaccurate information to boost customer brand recognition, increase online engagement, and drive sales for the outlet center tenants.
ACTION
New branding and standardized copy was deployed across all channels, including search engines, online listings, navigation services, social media, print + digital ads, billboards, and promotional materials. Old websites and social accounts were shuttered, and a new website with outlet mall-centric mar tech was launched.
RESULTS
As a result of standardizing and cleaning up brand materials and copy across channels:
Client is now in the top 1 - 2 position in search engines for key terms, up from lower ranking first page results.
Organic search is up 37% over the previous year (2023 vs 2024)
Website engagement is up 12% over the previous year (2023 vs 2024).
Shopper foot traffic has been at an all-time high for 2 years, exceeding pre-pandemic store visit numbers.
