Background.

Fox Haven Square, a new retail development on the east side of St. Charles, had big plans: become the go-to destination for dining, entertainment, and family-friendly experiences in the area. With construction still in the early stages and leasing just beginning, the team needed to start building awareness well before anything opened its doors. That’s where we came in.

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The problem.

Without a digital presence or storytelling strategy, Fox Haven Square wasn’t on the radar for most locals or potential tenants. In a market filled with established options, it wasn’t enough to just build something new—the community needed a reason to care. We needed to generate buzz, build recognition, and start putting Fox Haven on the map before the first tenant signed on.

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‍Square Waves’ strategic solution.

Our approach focused on long-term brand awareness and early traction. We didn’t just want to talk about what was being built—we wanted people to imagine themselves there. From branding to content to community-focused messaging, everything we created was designed to give the public something to look forward to.

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Our solution included:

• A clean, modern brand identity and messaging strategy that reflected the development’s upscale yet approachable vibe.
• Custom photo and video production—including drone footage, construction updates, and social reels—to capture progress and create hype.
• Organic social media content that balanced storytelling, construction milestones, and sneak peeks of what's to come.
• Ongoing creative direction and monthly content calendars to keep momentum going and keep the community engaged.
• Strategic messaging to highlight new tenants and build credibility as leasing progressed.

Execution and impact.

The campaign drove strong traction across platforms:

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• 147,000+ impressions in 7 months
• 800% increase in social traffic
• 20 inbound tenant inquiries

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Social content featuring drone views, leasing updates, and construction footage consistently outperformed static posts, and community curiosity quickly turned into real leads. By focusing on relevance and local reach, we helped shift Fox Haven from an unknown project to a highly anticipated destination.

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Ongoing partnership for continued success.

We continue to support Fox Haven Square through content strategy, video production, tenant promotion, and monthly campaign management. The story’s still unfolding, and we’re here to help tell it—every step of the way.

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Conclusion.

Launching a development with no name recognition during early construction isn’t easy—but with the right strategy, it works. By meeting the community where they are, building trust through transparency, and telling a story people wanted to follow, we helped turn an empty lot into something worth watching.

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→ @foxhavensquare on Instargam

→ Fox Haven Square on LinkedIn

→ Fox Haven Square on Facebook

→ @foxhavensquare on TikTok

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