Digital Marketing
Ulimate Office Destination
PROBLEM:
SOLUTION:
Company saw opportunity to launch smaller move-in ready spaces and coworking suites in Dallas. This was a new offering for the company who had historically only done long-term class AA leases. Due to a lower ROI than the typical office space, there was limited budget available for the marketing of the spaces.
In collaboration with the leasing team, we created a new brand segment under Harwood District, Harwood Office. This segment highlighted all aspects of the leasing portfolio, to include those with the higher ROI, while showcasing the new coworking and move-in offerings.
Through market research, we knew that people were craving more social interaction, many companies were looking for more flexible officing options, wanted access to new services and amenities, and private offices. This nailed our target audience down to four groups - The Freelancer, The Traditionalist, The Distracted, and The Founder.
To start, we created a low-cost landing page on Squarespace and captured lifestyle photography to highlight the unique aspects of officing in the District.
To launch the segment directly to business owners, we deployed top of funnel tactics on D Magazine, SMU, Dallas Innovates, and social media, and lower funnel tactics via Google SEM.
The campaign was measured by visits to the website, outreach to our leasing team, and completion of the contact form. The program and its campaign have been an overall success and have continued into 2023.
