the gist
Pine Tree is an open-air retail real estate operator and investing firm.
My goal was to align the brand’s internal identity and raise awareness on social media by clarifying its positioning and implementing a focused, engagement-driven strategy.
scope of work
Brand Identity Workshop
Internal Brand Alignment
Social Media Strategy
Competitive Analysis
LinkedIn and Instagram Growth
clarifying pine tree
The first step was to address how Pine Tree’s staff described the company. We conducted a workshop to evaluate the brand’s current perception and identify the future vision. Together, we defined Pine Tree as an open-air retail real estate operator and investing firm. This clarity became the foundation for both internal communications and external messaging.
redefining “viral”
Through competitive analysis, we identified a significant finding: the quality of engagement in Pine Tree’s niche was more impactful than the quantity. In an industry where “viral” might mean reaching 1,000 relevant people rather than millions, our goal shifted to connecting with those already invested in the retail real estate world. This insight helped redefine success metrics, prioritizing meaningful engagement over broad, untargeted reach.
prioritizing linkedin
Focusing primarily on LinkedIn, I reevaluated past post performance, identifying what resonated with the audience and what fell flat. We stopped relying on low-performing content like generic holiday posts or regurgitated industry news. Instead, we leaned into what worked:
Engaging with industry professionals on public forums
Sharing notable staff achievements and acquisitions
Posting consistently with a strategic commenting plan
This approach allowed Pine Tree to foster stronger connections with relevant audiences, elevating the brand within its niche.
measurable impact
By shifting the focus from quantity to quality and prioritizing industry-relevant conversations, Pine Tree’s LinkedIn followers increased by 600% in under two years. The brand now resonates strongly with its core audience and has built a foundation for sustained growth in a specialized field.
lifting the brand (and the team)
This project was as much about empowering Pine Tree’s staff as it was about external awareness. By aligning internal perspectives and curating a tailored social media presence, Pine Tree solidified its identity as a trusted leader in open-air retail real estate.
“Arletta’s expertise was essential to growing Pine Trees’ Linkedin following by over 600% through strategic content creation, analysis, and innovation. Likewise, Arletta excelled at aligning esternal and internal messagingthrough the lens of Pine Tree’s brand and helped develop cohesive brand voice guidelines to ensure consistency and enhance our professional reputation.
I recommend Arletta without hesitation. Besides her professional accomplishments, she brought with her a positive attitude, inspirational energy, and a can-do attitude.”
Graham Grochocinski
Marketing Director
”I am pleased to recommend Arletta. Her expertise in social media strategy and graphic design significantly elevated out brand’s online presence.
Her contributions, particularily in enhancing out Linkedin following and engagement through strategic content initiatives, were outstanding. Arletta’s proficiency in graphic design also played a critical role in creating visually appealing and brand aligned promotional materials.
I give Arletta my absolute highest recommendation.
Peter Borzak
CEO