Volunteer Leadership Summit

September 28, 2016

As One

Continuing efforts to execute on As One strategy

High Performance

Culture

World-Class Service

Business Intelligence Organizational Development

ICSC Foundation NY National Deal Making International

Marketplace Fairness Holiday Comms Plan Media Outreach

China Operations

Retail Sales Distribution 93.4% of all retail sales owe all or part of sales to brick & mortar presence

Sources: 2014 U.S. Census Retail Trade Sales Annual Report, ICSC Research

Brick & Mortar In-Store Sales

$4.2 T 90.7%

Other Sales $430 B 9.3%

Brick & Mortar Online Sales

$124.6 B (2.7%)

Pure-Play Ecommerce Sales

$151.4 B (3.3%)

Mail Order Sales $131.4 B

(2.8%)

Non-Merchandise Receipts (i.e. shipping and handling)

$22.6 B (0.5%)

Sales in Millions

% of Total Sales

$355.2 7.5%

$109.8 2.3%

$88.5 1.9%

$84.4 1.8%

$81.0 1.7%

$73.8 1.6%

$63.7 1.4%

$59.1 1.3%

$36.4 0.8%

Perception v. Reality Retail Sales totaled nearly $5 Trillion in 2015

Perception: Amazon dwarfs brick and mortar competition Reality: Amazon is still a small percentage of the market

ICSC As One

Volunteer Leadership Structure

Recruitment: Becoming a Team Leader

Current ICSC members in good standing who have the full support of their organization

and have the time and interest to commit to

the position.

Must have previously served

in a volunteer capacity within

ICSC.

Must work in the state or province

in which the Volunteer

Leadership Role will serve.

Must have experience relevant

to the Volunteer Leadership

position for which they are nominated.

Candidates for Leadership Positions

The Nominations Timeline for 2017

Programs in a Can

“Lightening Talk”

“Paired Sessions”

Café-Style Meetings

“TED” Style Talk

Panel Discussion

Webinars

Possible Program Formats

The Master Narrative

Staff Resources

Resources

o Government Relations

o P3 Retail

o NextGen

o Retail

o Operations

o In New York

Opportunities at ICSC

Divisional Volunteer Leaders State/

Provincial Volunteer Leaders

Government Relations

Committees

P3 Retail

Public-Private Partnership

Retail Committee

NextGen Leadership

Board Operations Committee

Program Planning

Committees

Speaking & Teaching

Opportunities

ICSC REAP

ICSC Foundation

ICSC PAC

Ambassadors

Q & A

Marketing, Communications and

Publishing

A pre-eminent voice in the market

Repositioning the Retail

Real Estate Industry

Future State

• Expanded public relations campaign to influence influencers

beyond the media.

• Integrated communications approach leveraging the depth of our

industry expertise and assets e.g. research/publications

• Holistic marketing and digital program that is founded on a

comprehensive content strategy/research agenda and drives

engagement.

• Automated web design that creates “pull.”

• Innovative and cost effective publications that drive value to

members.

Elevate the retail real estate industry’s position as integral to the economic, civic, and social vibrancy

of communities across the globe.

Reposition the viewpoint on physical retail through positive messaging and real data around the new

narrative of convergence.

Redefine the industry as innovative and one that is proactively evolving to fit the new digital landscape.

A Comprehensive Public Relations

Strategy Designed to…

There’s a need to change the perception and it starts by rewriting the script

Master Narrative Interviews

“The industry isn’t just malls – it’s shopping centers, it’s retail real estate – it’s actually better.”

“The consumer needs to be told that bricks and mortar is here to stay because if you keep telling the consumer it’s dead, the consumer will think it’s dead and start shopping online.”

“Retail is at the heart of European towns and cities. They help to define a town or city and without a prosperous heart, cities cannot flourish.”

“The newspaper went digital. It doesn’t mean the news got lost.”

“If, basically, there was no bricks and mortar, there would be no online.”

“You really can’t be a world-class retailer unless you have a physical space.”

“Retail chains have failed and recreated their space for decades. It’s not a once in a lifetime occurrence.”

“The experiences are coming back in. We’ve always had experiences…it’s just the kind of experiences continue to evolve.”

“It’s the ultimate consumer-facing industry; every day you need to innovate so you’re relevant to the market and customers.”

“Sure, [online shopping] is convenient, and you can do it in your bunny slippers. [But] there’s no visceral satisfaction to shopping online. None.”

“A developer has a vision and revitalizes that property and creates new jobs and gives life to a community.”

“This industry creates jobs. The industry is about jobs.”

BUILDING COMMUNITIES

INSPIRING INNOVATION

FUELING ECONOMIES

Boiling down the feedback

and the research…

Start from a place of positivity

Take on industry issues and challenges by focusing on contributions

Bringing the Message to the Media

WSJ Editorial Board Meeting: Set up regular editorial board meetings with national publications like WSJ.

A Salon Dinner Series: Salon dinner programs are exclusive gatherings where we can convene industry influencers to discuss topical ideas and issues.

Desksides: Continue to build strong relationships with top tier media to help tell the industry story.

Expert Commentary: Identify and pursue opportunities to position us as the expert in retail real estate with top tier media (print, broadcast).

“Millennial-focused stores give hope to retailers”

“

“Millennials spend big for Super Bowl fun”

Black Friday

• Tied to the biggest shopping event of the year, pursue a first-on broadcast segment with CNBC

• Leverage the milestone to talk about omnichannel shopping and industry trends

• Ohio and/or Tri-State mall location needed

Cyber Monday

• Take a bold stance regarding convergence, timing stories and content publication to Cyber Monday

• Ask questions in our Holiday Forecast that point to Amazon and online sales overall

• Targets publications such as AP, Bloomberg, Forbes

Super Saturday

• Own the dialogue by leveraging data to validate our POV and the power of the industry at large.

• Produce forecast data which can be used as content for stories

• Optimize the Forbes blog by creating a post to publish on Super Saturday

Member Toolkit

• Leverage members and their relationships to tell our story more broadly

• Provide members with key data points and highlights of our holiday forecast

• Create sample social media posts and op-ed template for local submission

Maintain momentum during the holidays….

• Host a dinner in New York City as a preview to the holiday season bringing together ICSC members, influencers and media

• Leverage holiday sales forecast data; provide end of year analysis and predictions

• Attendees: ICSC members, industry analysts, media

NYC Salon Dinner

• Re-connect with The Wall Street Journal Editorial Board for a preview of what’s ahead for retail this holiday season.

• Maintain open relationships; shape holiday coverage

• WSJ attendees: Suzanne Kapner, Esther Fung, Jason Anders, Marcelo Prince

WSJ Editorial Board

Meeting

DC Salon dinner will focus on Tax Reform but will leverage timing to tell holiday story as well

Influencing the influencers

….and leveraging multiple

opportunities to tell our story

60th Anniversary of the mall

• Exclusive for a retrospective and prospective look at the mall’s evolution and future

• Visual elements such as the first mall, Southdale Center, and new mall concepts

• TIME, CBS, CNBC

NY National

Deal Making

• Collaborate with a major outlet to shape a live roundtable from the conference

• Leverage the attendance of media for on-site interviews (print)

• Exclusive with CNBC - need to deliver developer CEOs

Fact vs. Fiction campaign

• Spotlight on “death of the mall” /end of physical retail stories

• Three month digital media campaign leveraging holiday forecast statistics and other indicators of industry health

• Hit the critics head on and uncover the truth about the industry

It Goes Beyond Public Relations

Shifting Perceptions of the

Influencers & Consumers

…and Communicating More Effectively

Consistent feedback from

members that our communications are too frequent

and lack consistency.

The greater the number of emails

sent, the lower the engagement.

Highest performing emails

are deadline based with a

specific call to action.

Minimal segmentation

given limitations of database and lack of discipline

in sticking to schedule of

communications.

Numerous design templates and content clutter

leads to unsubscribes.

Average 26 emails per week to over 225,000 recipients

Open rate = 21.6% Click thru rate = 4.1%

Delivering the right message to the right person at the right time

Develop a distribution schedule and STICK TO IT.

Decrease dedicated emails through cross promotion and combined messages.

Simplify designs and create pithy subject lines and content, clear call to actions and prominent

links.

A/B testing to “observe and serve.”

Gather intel and improve segmentation via CRM analytics and marketing automation system.

Goal = 30% reduction in email frequency

Improving Engagement