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Case Study: Tanger Factory Outlet Centers Use MultiVu’s Multimedia News Release to Promote Breast Cancer Awareness

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Background:

For over 25 years, Tanger Factory Outlet Centers, Inc. has been a leading developer of outlet centers with brand name and designer stores. The centers attract tourists and millions of shoppers ever year. In 2006, Tanger drew 150 million shoppers, looking for quality name-brand merchandise at lower prices.

Tanger believes that it is important for the company to make a difference in the communities it serves across the United States. Since 1994, the company has contributed over 5.1 million to breast cancer awareness.

In the fall of 2007, Pink was the color of savings and hope at Tanger Outlet Centers. From Sept. 20 through Oct. 20, Tanger celebrated its 14th anniversary in the battle against breast cancer by introducing a 25 percent off Pink Savings Card, with proceeds benefiting the American Cancer Society and local breast cancer organizations.

Tanger approached MultiVu, PR Newswire’s broadcast and multimedia company, to assist with the promotion of the card. MultiVu created a Multimedia News Release (MNR), which was used to promote the savings card through media and online channels as well as strategic web placement.

Challenge:

To raise awareness of the Pink Savings Card promotion among consumer audiences across the country, and draw customers to Tanger’s Web site.

Solution:
Tanger’s target audiences were broadcast, print, and online media, in addition to consumer audiences.

MultiVu recommended using an MNR to promote the Pink Savings Card because the MNR could incorporate text, high-resolution photos, posters, and social media links. MultiVu designed a “pink” branded page, and provided downloadable posters detailing the special offer. The first poster explained the Pink Savings Card, stating that the one dollar purchase “will stay in this community to help fund research and improve the quality of life for breast cancer patients.” The second poster displayed Tanger gift cards and described the promotion, which donated 10 percent of all gift card purchases to the American Cancer Society and local breast cancer awareness organizations. Also included in the MNR was a high resolution photo of Tanger President and COO, Steven B. Tanger, at a Relay for Life event.

MultiVu used strategic web placement as an additional way to distribute Tanger’s MNR. MultiVu created four distinct text adds relating and linking to the URL of the Tanger MNR and placed them on Google, in order to get more page hits beyond that of the organic search.

Finally, the MNR included social media links from del.icio.us, Digg, Technorati, Reddit, newsvine, Google, and Yahoo!. These services offer different ways to bookmark, search for, or share the MNR.

Results:

The MNR was distributed on September 12, 2007. The results were substantial: downloads from the MNR exceeded 900; there were more than 2,960 hits on the MNR and media outlets viewed the MNR 130 times (with an even split of healthcare, public service and retail journalists) on PR Newswire for Journalists. Due to the strategic web placement, the MNR garnered over 700,000 impressions. Also the Tanger MNR boasted 600 page views from viewers searching on Google for related news, and each viewer spent an average of five minutes on the MNR once they clicked into it.

The Tanger Outlet Center MNR proved that even without the use of video, a basic MNR can garner a lot of viewer attention, promote a unique call to action and benefit a worthy cause.

“The MultiVu release was certainly a key marketing element for our campaign. Tanger Outlet Centers raised more than $600,000 in the fight against breast cancer this year.” - Mike Buescher, Director of Marketing/Promotions, Tanger Factory Outlet Centers, Inc.

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