Case Study for Agency
03-1012198-069

CLIENT: Jacobs Group
CAMPAIGN:"Real.Smart." a long-term, event-specific, multi-media
branding campaign

The Richard E. Jacobs group is an account which demonstrates both our
ability to design and implement an integrated campaign utilizing a host
of communication mediums as well as our ability to maintain brand
consistency while customizing work to appeal to multiple partners (38
in this case).

The Client:
The Richard E. Jacobs Group owned and managed 38 regional shopping
malls in 15 states, which ranked it as the largest privately held
shopping center ownership firm in the country. The company¡¦s other
real estate holdings includes an office portfolio of nearly 4 million
square feet of space, including the 57-story Key Center, the tallest
building located between New York City and Chicago. The Richard E.
Jacobs Group also is a developer and owner of full service and limited
service hotels, including the 402-room Cleveland Key Center, located in
Cleveland. Richard E. Jacobs, the firm¡¦s chairman and CEO, also is the
owner of the Cleveland Indians baseball team.

The Challenge:
The Jacobs Group of Cleveland was seeking to make a major marketing
impact for its 38 different shopping center properties. They wanted to
convey a consistent brand message while allowing each mall to retain
its individual identity.

The Solution:
Develop a shared advertising program that would ensure quality, high
utilization, and lower costs that would make it attractive and
affordable for all of its properties. The Jacobs Group management also
knew that any joint campaign needed to be flexible to accommodate each
center¡¦s unique needs. Just as important was the campaign¡¦s message
and look. To add real meaning for customers, the campaign focused on
customer services, sales promotions, and community programs.

The Campaign:
The campaign communicated frankly with shoppers, replacing the unreal
imagery of typical fashion advertising with real-life images that
better reflected customer profiles.

The "Real.Smart." campaign integrated more than 250 items promoting
14 different programs, an a la carte menu of advertising materials that
allowed each property to order what it needed.

The materials included 70 images in black-and-white, depicting a
demographic assortment of real people in real-life situations. The
images, produced to promote multiple programs were featured in 11 print
ads, 11 television commercials, a series of direct mail pieces, and
nine radio spots were produced to promote multiple programs.

More than 110 items, including store entry signs, poster sets, and
8-foot towers were created to promote proven sales events. Another 72
items promoted such customer services as free gift wrap, the malls
Web site and gift certificates. An additional 20 items advertised the
malls community outreach and safety awareness programs. Some 38 other
items were available for customization, including posters, and shopping
bags.

Over a six-month period, more than 8.3 million items carrying the
"Real.Smart" logo were delivered to Jacobs Group malls.

The Results:
By sharing the program, the centers each paid on average 94,000 for a
campaign that would otherwise have cost more than 150,000 - a net
savings of 2.1 million.

The "Real.Smart." campaign made a real difference in total sales at
all malls:

-Total mall sales jumped four percent from November 1998 through
March of 1999.
-Gift certificate sales rose 12 percent in same period.
-Web site hits increased 63 percent, tripling gift certificate sales
on the Web.
-During the holiday season, Santa photo sales increased 12 percent.

-"Real.Smart." won a 1999 MAXI Award presented by the International
Council of Shopping Centers (ICSC).

MAXI Awards have been given out since 1972 to those shopping centers
and companies that have designed and implemented the most successful
marketing programs during the previous year. Winners must be able to
clearly document substantial impact on the shopping center.

The "Real.Smart." campaign won in the Consumer or Trade Advertising
category, Joint Center Effort classification.