Creating a Year-Round Content System for a Multi-Property Retail Portfolio

Situation

NewMark Merrill owns and manages a growing collection of retail shopping centers with no consistent content operation. Tenant stories, community events, and property activations existed but were scattered, unprofessional, and rarely used across marketing, leasing, or tenant relations.

Strategy

We started with one holiday event recap video in 2021. That single project grew into a full monthly content partnership. MERO Pictures now delivers:

• Merchant interviews and tenant Reels

• Event photography and recaps

• Drone and lifestyle photography

• Seasonal campaign assets

• Consistent brand imagery across multiple properties

Everything is shot, edited, and delivered on a predictable schedule that matches the natural rhythm of retail.

Results

• Built a reliable, professional content library from zero

• Every center now has high-quality visuals and video used on the website, social channels, leasing materials, and tenant communications

• Created a scalable content system without NewMark Merrill needing to hire an internal team

• Positioned their properties with authentic, community-driven storytelling that stands out in a crowded retail market

One partner. Multiple properties. Consistent retail storytelling.