Use your connections
Richland Mall used its connections in the community to create a great public relations opportunity this fall.
Baylor University has the oldest and largest collegiate Homecoming Parade in the US, with thousands of students, alumni and local residents attending each fall. By working Chamber of Commerce connections, Richland managed to have the BU mascot and parade leader advertise the mall on his Segway. Not only did their “Treat Yourself” campaign get a leading role in the parade, the footage was also televised and streamed on the campus website.
And Richland didn’t stop there. Realizing that such a unique partnership would be hard to replace, the shopping center invited the BU mascot and his cheerleaders to escort Santa for his arrival at the mall. Hopefully this opportunity will continue to reward the shopping center in the future, too.
