Content Marketing Today

Going from Tired to Trendy: Hilldale Mall and Its Website Get Impressive Makeovers

Online content and design reinforces the dramatic changes at this Madison, Wisconsin stalwart.

Shopping malls, like the rest of us, are getting older.  As they age, they often lose the charm and appeal that drew millions of visitors to them over decades.  In the case of the Hilldale Mall, they have been able to transform their shopping venue from a relatively small and visibly aging property into a much trendier youth magnet.

Their new website is a terrific example of how an online presence can enhance other marketing efforts–all aimed at transforming the Hilldale Mall from tired to trendy.

Opened in 1962, Hilldale is the oldest shopping mall in the Madison, Wisconsin area.  It had a minor refurbishment in 1997 but otherwise remained pretty much the same as it had been for more than 40 years.  The mall has been facing increased competition from suburban competitors and had suffered from decreasing shopping traffic.

But the retailing atmosphere today demands continual improvement to provide the sizzle that premier merchants demand, according to a February 2003 article for Madison’s “the Capital Times.”  Mall general manager, Ralph Peterman, explained the rationale for the major renovation project: “What we’re trying to do is increase traffic. We’ll be looking at the center from north to south… It has to be new, fresh and exciting. And when you don’t do anything, that’s when you fail,” Peterman said.

Old Website seemed to carry the age of the Hilldale Mall on its shoulders.

Through the magic of the Internet Wayback machine, we can take a look at the mall’s old website which was online until very recently.  Even though we all know that Madison is cold in the winter, the primary home page graphic reinforces a frosty and forbidding image of the mall on a cold and snowy Wisconsin Day.  Brrrr! That wasn’t likely to entice anybody out of a warm home to go shopping.

Perhaps worse than the slightly depressing look of the website, was its relative unfriendliness.  Although you could get basic information on mall tenants, you could not find very much about them.  You couldn’t always link to their website.  If it was a restaurant you couldn’t get a look at the menu.  The overall impression is of a mall with absolutely no pizzazz or panache.  If one was not already familiar with the Hilldale Mall, there is absolute nothing on the old mall website to suggest that you enjoy visiting.  The website, like the mall was severely dated.

Lively and colorful new website conveys just the right fun–and warm–image of the revitalized Hilldale Mall.

The warm color palette of the new website and the playful graphics suggest that this is will be a wonderful place to spend some time even in January or February.  The old site implied stodgy and boring.  The new site implies warm and with it.

The transformation of the website goes well beyond its look and feel.  The website now enables an interactive experience that enables users to sign up for regular updates on news and events relating to the mall and its tenants.   visitors can also ask access a complete online calendar with descriptions of upcoming events.  All this is enhanced with great graphics and just the right look and feel.  

In addition, you can get detailed information on each of the retailers and restaurants who called the Hilldale Mall home.  In the graphic to the left you can see on the website provides essential details about the Great Dane Pub, including an actual picture of the pub sign. The new Hilldale Mall website, like the new Hilldale Mall, has completed a successful transformation that has enabled it to reverse the slow and painful decline it had experienced in recent years.

Taking its transformation online

In effect, the Hilldale Mall has been able to rebrand itself. On the Web, that rebranding has certainly been accomplished in large part by dramatically improved content that is reinforced by a superb design.