Based in Cheltenham Gloucestershire, GL50 was an industrial complex that had been owned and managed by Victoria Construction since the late 1960’s. Divided into a number of separate offices, shops and workshop units, the 16,000 square feet site had a mixed tenancy of engineering businesses, office based firms and arts academies.
The situation, the objectives and TWC’s involvement
Due to the desire of Victoria Construction’s CEO to retire from the rental industry, the company reviewed various options for the future of the site. After some consideration it was felt that due to the proximity of the site to some of Cheltenham most prestigious residential areas it would be advantageous to dispose of the complex by sourcing a purchaser who could capitalise on the value of the site as a residential development. The company set a 2 year objective of site disposal while at the same time maintaining the occupancy of the site while a purchaser was sought. After a number of meetings TWC was tasked with designing a dual campaign for the complex. The first aimed at small businesses in the local area who were looking for a cost effective business premise to rent on a short term basis; the second was aimed at property developers and potential purchasers of the site. Both campaigns utilised digital media and included offline production.
Services provided to GL50
- PPC management
- Email document design and implementation
- Advertising design and management
- Brochure design & print management
Process and working relationship
As the campaign has two clear and specific desired outcomes, all project work was split between “rental” and “sales” activities. The rental campaign focused mainly on creating digital adverts and landing pages that would showcase any available rental units, while the sales campaign made use of email and database marketing. TWC worked closely with Victoria Construction to get a clear understanding of the specifics of their offering. TWC was also instrumental in providing digital media resources during the negotiations process of disposing of the site.
95% tenancy was maintained throughout the period whilst working on the rental campaign and after 18 months of sourcing a suitable purchaser the site was sold.