Opportunity

Cadillac Fairview (CF) was looking to better leverage Digital and Search channels to attract additional foot traffic to its 23 shopping malls across Canada. The core objective of the CF-Pedestal collaboration was to ensure CF’s online search presence was driving ready-to-buy consumers into a CF shopping property. Pedestal was tasked with leveraging our search engine marketing expertise along with our proprietary LIFT SEO system to assist CF in capitalizing on this opportunity.

Campaign Goals

  • Drive high-purchase intent consumers into CF malls.
  • Increase awareness of key stores at CF malls and highlight mall promotions.

Client Background

Cadillac Fairview is one of the largest owners, operators, and developers of office and retail space in North America. The company’s Canadian portfolio includes over 37 million square feet of leasable space at 68 properties in Canada, including landmark developments such as the CF Toronto Eaton Centre.

Pedestal’s Solution

Pedestal started by analyzing the search landscape around core CF properties. Following that analysis, our campaign launched and followed four stages:  
  1.  Research & Strategy: Establish a performance benchmark to measure goals & build strategy.
  2. PPC Program: Drive ready-to-buy consumers into CF malls with targeted pay-per-click campaigns.
  3. Success Attribution: Using online-to-offline traffic modeling, Pedestal was able to attribute online clicks to in-store purchases.
  4. Organic Search Program: With our sales attribution model in place we then leveraged our LIFT content optimization system to boost CF’s organic online visibility.
 

Results

After 6 months Pedestal’s LIFT SEO program yielded:  
  •  +25% overall store visits from paid search.
  • 50% of paid search clicks resulted in an in-store visit.
  • Between 800 – 1000% improvement in CF Organic store page discovery rate.
  • +490% ROI.

Testimonial

“Our online presence has improved significantly since working with Pedestal. Their team, systems, and strategies have dramatically improved our discoverability on search engines which has resulted in more in-store traffic to our physical retail properties.”

– Adam Benson, Senior Director, Digital Marketing, Cadillac Fairview

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