In 2016, Kendall was tasked with marketing 801 Barton Springs, a 90,500 sf Class A office building located just south of downtown Austin. The project had three key challenges:
- The site, though in a cool, rapidly developing neighborhood, was still unproven for office.
- Because several developers had tried and failed to put together a deal for the site, there was some doubt that any development there would ever be viable.
- Though highly experienced, this was the developer’s first project under their new brand.
In order to attract tenants the project would need to appear very real.
To accomplish this, Kendall and her team:
- Worked with luxury branding vendor Swoon, The Studio to develop a logo and marketing collateral that explained the benefits of the building but also built credibility surrounding the developer, architect and leasing teams.
- Create messaging, videos and collateral to prove up the 78704 destination as a desirable downtown alternative.
In the midst of the marketing campaign, the developer shifted course and decided to go spec on the building. This prompted us to shift strategy from making the project feel real to promoting that it was real.
Subsequently, we rolled out an event series, targeting and courting top tenant rep brokers that culminated in a stunning groundbreaking event hosted across the street from the site at The Long Center.
As a result of its marketing efforts, AQUILA was able to secure a 20-year lease for the entire building at rates $7 over proforma before building delivery.
Partners
Branding: Swoon, The Studio
Video: Bandana Media
Project Deliverables:
- Property Flyer
- Brochure
- Website
- On-Site Signage
- Groundbreaking Event
- Email Marketing Campaign
- Video