Create a strong brand: Ensure you create a strong identity for the development, not just visually, but also through carefully developed key messages. Tell the target audience what makes your scheme different and why it’s the right choice for them.
For many firms, the building they occupy conveys an important message about their business, so the brand should be thoughtfully designed with the end user in mind. Any themes and key messages should be used consistently across all communications.
Build your online presence: An online presence is essential and must be strategically planned and actively managed. Your scheme should have a fully branded, dedicated website which is responsive across all devices and well optimised so it can be easily found. Choose the social media channels that are relevant to the scheme’s target audience then start reaching out to possible tenants, making sure you are engaging with local businesses and industry influencers. Be consistent with your key messages, think about what will be of interest to your audience and make sure you have a good quality library of images and videos to share.
Establish a good media strategy: Don’t forget about traditional media. Establish your target media and maximise coverage opportunities by distributing press releases at key milestones, from planning approval through to securing new occupiers. Depending on the scale of the scheme, invite press to attend a ground-breaking ceremony or launch event. Another tactic is to research relevant features in target publications and build them into your PR strategy so you can provide commentary and capitalise on these opportunities.