OVERVIEW:

Since 2015, Social Thrive has helped the Boylston Properties, Wilder Companies, and Cushman & Wakefield teams rebrand the “Arsenal Mall” into the current mixed-use development powerhouse brand it is today.

THE CHALLENGE:

How to build an energetic digital community within a long-standing, physical community. Watertown was not considered, by and large, a “hot spot” by many Greater Boston residents.

THE GOAL:

Our job was to shine a light on what great things Watertown already had going on in an effort to generate cross-channel value and ignite a genuine interest for Arsenal Yards using 21st-century appeal.

THE STRATEGY:

By intertwining the East End Watertown (EEW) and Arsenal Yards (AY) social profiles, we were able to curate content that resonated with the Watertown community — while also attracting the attention of residents and businesses in Greater Boston.

Our omni-channel strategy involved us connecting with our audience, both online and in person. By creating relevant and hyper-local content we were able to create a community of people who wanted to stay in the know of all things Watertown related.

1. Creative Blog Management: Posts holistically and altruistically driven toward the community.
2. Content Mining: Digging up what Watertown was putting down to find content gems and spinning them for digital best practices.
3. Interactive Content: Mapping out interactive pub crawls and live streaming events the community may have not known about! Time-lapse videos were utilized to offer real-time evidence of the progress at the at the Arsenal Yards development.
4. Building Rapport with Local Businesses and Community Members: Intertwining them directly in our content strategy through photojournalism, fan shares, business spotlights, and influencer marketing.

CONCLUSION:

EEW experienced growth across across all their digital channels. The EEW website received 68,391 page views resulting in 20,815 sessions through social referral alone. Our multi-channel content strategy allowed our team to take the community-first approach and later tie it into news related to the upcoming shopping center construction and activations. We were able to cultivate familiarity and a sense of community but most importantly connect it to a measurable, digital value.