Home to New Balance, the Celtics, AND the Bruins — Boston Landing is a sports lover’s dream. But that’s not all. You’ve got Cambridge Naturals (#obsessed), Rail Stop (best drinks ever), Flatbread (pizza + bowling = life), Mainely Burgers (get in my belly), the NB Global Flagship (ALL the shoes), the NB Fitness Club (hello #fitspo), and Lantera ( … basically our dream apartment building).
With so much going on, Boston Landing makes our job easy — there’s never a lack of content! But before this 16-acre health and wellness hub became what it is today, the development needed a way to spread the word about the awesome changes coming… and making the right first impression was everything. Cue: Metter Media.
Our main goal for Boston Landing was to get the word out to the right audience about Boston Landing. Erin Harvey, Senior Leasing and Marketing Manager of NB Development Group, wanted Boston Landing’s social accounts to act as community conveners, bringing together all of the tenants, restaurants, retailers, and more that call (and will call) Boston Landing home. It was also important as a new development to monitor community sentiment and engage with the local neighborhood.
“It’s a challenge that other real estate developers are also finding: how do you communicate properly with the community you’re in, how much do you communicate, and in what way? Social media was a good way for us to be an open book and to be accessible for the people in our neighborhood.”
Through social media, Metter would create a uniform voice and strategy to promote the development and highlight all its happenings. We would focus on building neighborhood relations by engaging with the neighboring community and supporting local businesses in Brighton and beyond. With new retailers, restaurants, sporting hubs and more continually opening at Boston Landing, we’d stay on top of all of their individual updates and events, and promote through our channels while maintaining the Boston Landing voice and values.
And thus, a slew of campaigns were born. Some of our favorites include our seasonal #MyBostonLanding series, tenant spotlights, and one epic fitness influencer event.
#MYBOSTONLANDING SERIES
As stated, one of our main goals for Boston Landing’s social is to highlight the various tenants, retailers, restaurants, and more that call Boston Landing home. Our #MyBostonLanding series was a way to give these businesses a voice of their own on our social channels and to tie them together under the Boston Landing brand, while showcasing how much the development comes alive during each of the seasons.
https://www.instagram.com/p/BtEHOxVAdu2/
#BOSTONLANDINGSPOTLIGHT SERIES
By doing a monthly #BostonLandingSpotlight series on different businesses within Boston Landing, we’re able to not only give each of them exposure to our nearly 17k followers but also show our followers how much the development has to offer. By following each spotlight with a strategic giveaway, we’ve been able to gain hundreds of followers for both Boston Landing + their tenants with just one post. These spotlights also reiterate to the tenants and retailers that the development appreciates them doing business at Boston Landing.
https://www.instagram.com/p/BpzgeC-gc06/
“As we sign retailers, it’s one of the first things we talk about — that we all work together with our social media platforms to help elevate their brand and their voice. our ability to capitalize on the followers we have, to give them that platform, they’re very appreciative of that,” says Erin.
FITNESS INFLUENCER EVENT
We’ve run many campaigns on social — it was time to take things on site. Our team researched and reached out to the area’s top fitness Instagram influencers. We helped organize an entire afternoon of events at Boston Landing, from an outdoor bootcamp to avocado toast to bowling and pizza — and the influencers posted the day’s events along the way to their thousands of local followers. With thousands of followers each, influencer social posts from this one day reached a combined 105,000+ Instagram impressions.
https://www.instagram.com/p/Bm32HyJhxcP/
“We like the personal touch Metter provides, including being on site for events, photography, monthly check-in phone calls and around the clock monitoring of our social.”
Follow Boston Landing on Instagram, Facebook, and Twitter.
Metter Media LLC is a Boston-based social media management company that implements community-based, localized social engagement strategies for small businesses and corporations alike. Need help with your social media? Email Lauren today.
