The Road Less Traveled
CBRE Group | The Campus
“Location. Location. Location.” is the professional realtors’ mantra when it comes to marketing prime location properties. But when a commercial building is off the beaten path, it takes a different kind of marketing to reach a different type of tenant who might typically opt for more urban industrial space. Marketing that could only be created by a different type of agency. Which is why they selected Young Company.
“The Campus” is collaborative effort between the owner, MetLife of America, and CBRE Group Newport Beach – the OC HQ for the world’s large commercial real estate brokerage. Essentially, a collection of vacant office buildings near the end of the road in Foothill Ranch, The Campus had the potential to be a very cool home for high-tech start-ups and an incubator for innovative brands. Having Oakley’s Worldwide headquarters was a “coolness” credential we wanted to leverage and promote.
The creative theme “where work style meets life style” was developed out of focus groups held with current tenants who said access to parks for walking, running was major benefit. With the help of a drone we captured the essence of lifestyle. The renovation and technology improvements on the property conveyed the new work style.
With the creative platform in place, we were able to quickly build and integrated communications campaign that included a website, digital ads, video emails, collaterals, signage, direct mail, email and broker events. The result? No vacancy!