Yellow Duck Marketing named, branded and provided community and public relations for Waverly, a new $200 M 90-acre multi-use development in South Charlotte developed by Crosland Southeast & Childress Klein.

Yellow Duck Marketing has managed the public relations for the development including local, regional and national media from rezoning to opening over the past five years, keeping the drumbeat steady in a variety of print and online publications. Success begets success and the retail leasing was completed ahead of schedule. The Ducks orchestrated the Groundbreaking ceremony and lunch held in 2015 and planned the Grand Opening in October 2017.

Evolving over time, WaverlyCLT.com was developed to give neighbors accurate up-to-date information on the rezoning process and has grown in size and design has evolved as more information is released about the community. We also used it as a platform to survey and gather community feedback about what kind of retailers and restaurants they wanted, to help guide leasing efforts.

We launched Facebook and Instagram channels for Waverly in March 2017, before most tenants were even open. Our posts generated excitement about the development with tenant photos, details and opening dates. Local residents knew that the Waverly social media channels were the best way to get information about what restaurants and retailers were coming. During the first year, we grew Facebook followers from 0 to 3,646 and Instagram followers from 0 to 1,059. During the second year, Facebook followers grew to 5,157, an increase of 41% year over year, and Instagram followers grew to 1,664, an increase of 57% year over year. Evolving over time, WaverlyCLT.com was developed to give neighbors accurate up-to-date information on the rezoning and has grown in size as more information is released about the community.

The ducks also provide monthly support providing sign design, merchant communications, video production, events support and public relations. One of the key successes of this shopping center marketing program is its events that draw thousands of people as far as 25 miles away to concerts. Puppy Bowl, fashion shows, holiday events and more.