Amplifying Federal Realty Properties in Virginia

Hodges delivers integrated public relations strategy in a multi-channel engagement

Client Goal: Grow social media presence for Federal Realty’s Central Virginia shopping centers and secure local/regional media placements across Virginia. 

The Hodges Partnership was hired by Federal Realty—a real estate investment trust that invests in shopping centers across the country—to manage its social media platforms and provide PR/marketing support for two of its Central Virginia shopping centers: Barracks Road, Charlottesville and Willow Lawn, Richmond. Hodges also provides media and influencer-relations support for its properties in Northern Virginia. 

Hodges developed a targeted pitching strategy to secure media placements in prominent local and regional outlets focused on retail and food and beverage news. The team worked closely with merchants to develop initial press releases, pitch media contacts and track coverage, as well as working together to produce timely social media posts and special content for seasonal and holiday giveaway campaigns to generate engagement, increase follower growth and maximize local reach. 


  • 196 media mentions from 27 press releases in 2021
  • Over 11.5M earned media impressions.
  • Secured 8 social media influencer partnerships growing Facebook and Instagram followers by 22-73% across both channels and shopping properties.

Why’d it work? 

Over the last three years, we’ve continued to create a more focused approach in terms of our public relations and social media knowledge, practice and strategies. Our creative output, doubled with our extensive media list of local, regional and trade contacts allowed us to be more strategic with our outreach and have helped us build lasting, meaningful relationships with media contacts. With each year that passes, our work becomes more vital to Federal Realty’s brand awareness. As the properties continue to grow and evolve, so does our approach.