Case Study: Via Labs Multi-Channel Campaign

Role: Senior Associate, Marketing
Duration: Q4 2023-Q4 2024
Team: Marketing, Leasing, Asset Management, Corporate Communications
Platforms: Webpage, Email Marketing, Digital Advertising, Print Collateral
Website: View Webpage

Overview

Via Labs is a 265,000 SF state-of-the-art lab facility located in the HUB RTP area of North Carolina. To support pre-leasing efforts, Longfellow Real Estate Partners launched a multi-channel marketing campaign designed to increase awareness within the Life Science community and among regional Life Science brokers.

The Challenge

With Via Labs still under development, the challenge was to generate excitement and interest in a property that hadn’t started construction, while maintaining credibility with brokers and prospective tenants. The campaign needed to showcase the scale, amenities, and connectivity of Via Labs and position the property as a premier lab opportunity in a competitive Life Science market.

Goals & Objectives

Increase awareness of Via Labs among Life Science brokers and prospective tenants.

Highlight the property’s scale and amenities to position it as a leading RTP lab destination.

Drive traffic to the campaign website to provide detailed information and capture interest.

Support leasing efforts with professional, branded materials across digital and print channels.

My Role

As Senior Marketing Associate, I collaborated closely with the leasing and asset management teams to execute the campaign across multiple touchpoints.

Email Marketing

I designed, coded, and scheduled a series of targeted emails through MailChimp, highlighting key property features and driving prospects to the website.

Website

I managed the design and development of a dedicated Via Labs website in partnership with an outside vendor, overseeing the project from prototype through launch to ensure alignment with campaign goals and branding.

Print Collateral

I developed brochures and marketing handouts that provided leasing teams with polished, professional materials for direct engagements.

Advertising

I created both digital and print ad assets that were strategically placed across industry-relevant platforms and publications, expanding the campaign’s reach and driving visibility to the website.

Outcome

The integrated campaign successfully positioned Via Labs as a premier Life Science destination in RTP. The website served as a central hub for detailed property information, while print collateral supported one-on-one leasing conversations. Collectively, the campaign generated significant awareness for Via Labs and equipped leasing teams with the tools and visibility needed to drive pre-leasing efforts in a highly competitive market.

Realty Ads reached 68% of the targeted broker audience, providing broad visibility within the market.

Email marketing performed well, with an average open rate of 56% and an average click-through rate of 5.3%, driving qualified traffic to the campaign website.