Liberty Property Trust

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Background:
Liberty Property Trust is a $8.2 billion real estate investment trust with more than 105 million square feet of industrial and office space throughout the United States and the United Kingdom. Founded in 1972, Liberty develops, acquires, leases and manages properties with the mission to enhance people’s lives through extraordinary work environments.

The Problem:
Having recently undergone a rebranding effort, Liberty Property Trust needed to accomplish two goals: rollout the new brand across all of its marketing collaterals, and more importantly, establish a system for ensuring all its offices, located in 15 states and the United Kingdom, were consistent in messaging and execution.

The Solution:
After close consideration and analysis of the firm’s needs, Munroe developed and implemented an online MarCom solution that enabled Liberty’s 26+ offices to access, customize and print marketing collaterals on demand. The system featured templated property brochures and flyers, case studies, leasing boards, internal and external signage and events materials, all redesigned to powerfully showcase the new brand.

The Results:
In addition to significantly reducing the need for printed materials, supporting the organization’s progressive sustainability commitments, rolling out the new brand in tandem with a robust, online MarCom system reduced marketing costs, ensured brand consistency and alignment across all divisions of the organization, and improved operational efficiency company wide.

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