211 Mount Airy Road: Building an Identity to Blast Away Obscurity

November 16, 2014 at 11:54 am

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Until recently, 211 Mount Airy Road was a hidden gem in the crowded landscape of New Jersey’s commercial real estate market. Despite its plush amenities and prime location, the complex appeared dated and its new owners, Onyx Equities, knew that renovations—along with a subsequent a rebranding campaign—were essential to 211’s success.

Eager to emphasize the property’s impressive features and potential, we created the tagline, “Where Tomorrow Works,” to serve as the campaign’s foundation. Building upon that pithy message, we developed a series of strategically targeted and designed direct mailers, which were hand-delivered to potential tenants. This encouraged recipients to imagine their respective company’s “tomorrow” at 211.

In addition, we provided a series of e-blasts, which were sent to influential brokers, highlighting 211’s amenities, including its 127-seat auditorium and new floor-to-ceiling glass windows adorning each floor. The e-blasts also featured an embedded property video that tied the campaign together by presenting a comprehensive overview of 211’s campus and its noteworthy features.

While the whole campaign generated significant attention for the property, the e-blast and video were particularly successful, blowing away the average industry statistics for real estate email marketing. Open rates for the e-blasts surpassed 25%, compared to the industry standard of 17.49%, while click-through rates for the property video embedded in the e-blast reached over 65%, compared to the real estate average of 9.82%. With our help, 211 Mount Airy Road was successfully transformed from a diamond in the rough into one of the most talked-about crown jewels of New Jersey’s commercial real estate industry.