Role: Senior Marketing Associate
Duration: 12 Weeks
Company: Longfellow Real Estate Partners
Collaborators: Senior Leadership, Property Management, Leasing
Interactive Brochure: View Experience
Matterport Walk-Through: View 3D Walk-Through
Overview
The Triangle LIFE campus represents one of Longfellow Real Estate Partners’ key developments in the Research Triangle, serving as a hub for life sciences innovation. With major property updates underway, the challenge was to maintain excitement, highlight Longfellow’s role as a market leader, and engage both prospective and current tenants during the transition. This campaign leveraged a multi-channel approach—email, signage, digital collateral, and event support—to ensure consistent messaging and visibility throughout the update process.
The Challenge
During the Triangle LIFE campus updates, tenants temporarily lost access to shared amenities like the gym and conference facilities. The challenge was to maintain transparency with current tenants while also keeping prospective tenants engaged and excited about the property. The campaign needed to keep both groups informed of construction progress, highlight the new updates coming to campus, and ensure that enthusiasm for Triangle LIFE remained strong despite short-term inconveniences.
The Solution
We built a campaign that blended digital, print, and on-site touchpoints to create a seamless and engaging experience.
A two-part email series highlighted the updates that were coming to the campus. On-site, exterior signage provided both a polished preview of updates and coverage for active construction areas. To give prospects and stakeholders an in-depth view, we developed a fully interactive digital brochure as well as a companion print brochure.
My Role
The Results
The campaign generated strong engagement across multiple channels. The email series achieved a 56% open rate, while property website traffic increased 12% during the campaign. The interactive digital brochure recorded more than 250 views in its first week, signaling strong interest from prospects.