Annapolis Town Center Instagram Case Study | Mary Davis Digital

The Annapolis Town Center faced a common challenge: how to attract more visitors, increase tenant visibility, and build a stronger sense of community. The solution came through a carefully planned social media strategy that connected the center with its audience in meaningful ways. This case study reveals how targeted social media efforts helped transform Annapolis Town Center into a lively hub where people want to spend time and businesses thrive.

Understanding the Challenge

During a 6-month support period, I managed and executed Instagram content for Annapolis Town Center, a mixed-use retail and events destination. The goal was simple but strategic: increase visibility, drive engagement, and position the center as an active community hub — not just a shopping location.

The Results Over a 90-Day Period

The Results (90 Days)

• 8,261 total followers

• +222 net new followers (+2.8% growth)

• 2,196 total interactions

• 24,091 reel views

• 52% of reach from non-followers

  
  

This growth reflects strong discoverability and intentional audience targeting for a geographically focused brand.

What Drove Performance

Short-form video led the strategy. Reels generated 74.7% of all interactions, confirming that fast-paced, event-driven video was the primary engagement driver.

Consistent event content mattered. Weekly “This Week’s Events” posts became a repeat-engagement series and were specifically noted by the Annapolis Town Center marketing team as resonating with their audience.

Content reached beyond existing followers. More than half of the account’s reach came from non-followers, signaling effective distribution and relevance — essential for attracting new visitors and shoppers.

Why This Worked

The strategy focused on:

• Timely, location-specific content

• Video-first execution

• Clear storytelling around events and tenant activity

• Consistency over volume

  
  

Rather than chasing viral trends, the approach prioritized community visibility, engagement quality, and sustained momentum.

Practical Takeaways for Other Centers

Annapolis Town Center’s experience offers useful lessons for other shopping and mixed-use developments:

• Know Your Audience

Tailor content to the interests and habits of your visitors. Use analytics to track what works and adjust accordingly.

• Highlight Your Tenants

Give tenants a platform to share their stories. This builds relationships and encourages visitors to explore more.

• Keep Information Current

Use social media to provide timely updates that improve the visitor experience, such as event reminders and parking tips.

• Measure and Adapt

Track key metrics like foot traffic, sales, and engagement. Use this data to refine your approach and demonstrate value to stakeholders.

Building a Stronger Community Connection

Social media helped Annapolis Town Center become more than just a place to shop. It became a gathering spot where people feel connected to local businesses and each other. The center’s online presence reflected its role as a community hub, inviting visitors to return often and bring friends.

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