Role: Senior Marketing Associate
Channels: Email + Print
Goal: Drive engagement and attendance at an exclusive life science event
Team: Marketing, Leasing and Senior Leadership
Duration: 8 weeks
Overview
Longfellow Real Estate Partners hosted a unique event for Life Science brokers across North Carolina, designed to showcase seven properties in the regional portfolio. Collectively spanning nearly 5 million square feet of lab and office space, the event provided brokers with a firsthand experience of the scale, amenities, and opportunities within Longfellow’s NC portfolio.
The Challenge
The goal was to create an engaging, memorable experience that highlighted the breadth of Longfellow’s properties while differentiating the event from a standard property tour. The campaign needed to strengthen relationships with brokers, generate excitement, and leave attendees with a strong impression of the Longfellow brand and portfolio.
The Solution
The event was built around a travel theme that turned the property tour into an interactive journey. Attendees received a custom-designed airline ticket invitation and, upon arrival, a passport booklet to collect stamps at each property stop. This gamified approach encouraged participation while reinforcing the scale of the seven featured properties.
All event collateral—signage, brochures, wayfinding, and print materials—reflected the travel concept, creating a cohesive and immersive experience. Email touchpoints, including the initial invitation and reminder emails, ensured high awareness and attendance.
My Role
Outcome
The travel-themed broker event successfully engaged the target audience, providing an innovative way to experience Longfellow’s North Carolina portfolio. The unique format stood out from traditional property tours, helping build stronger broker relationships, elevate brand perception, and generate buzz across the local Life Science community.