Occupier retention and engagement
While talent availability, accessibility and cost are significant drivers in decisions around location of workplace, retail outlet or distribution centre, retention of occupiers can be influenced by many features and touchpoints – or lack of them. During the pandemic, communications in some locations have increased by circa 40% on 'normal' times. This change is likely to have a long term impact. Engagement with the users of your spaces is essential to understanding and providing what they want in the longer term.
Why Engage?
The starting point for each client may be different. You may only have a physical noticeboard to communicate with your space users, an email distribution list run by your office manager or receptionist, or an existing app or microsite. Regardless of where you are starting from, if your communications are not reaching or impacting your occupiers – their experience, their engagement and their satisfaction – then they’re not working hard enough for you.
The Engage team provide everything from immediate practical solutions to challenges, like communicating significant works programmes in multi-let properties and ensuring positive messaging, to developing annual strategies that include implementation of apps, broadcast emails, branded occupier guides and information (general and Covid-19 specific) as well as occupier focussed event programmes and classes. The unique initiatives we propose for each asset are designed to enhance the occupier experience and engagement to improve appeal to prospective occupiers where there is vacant space, or to improve GRESB scores for example.
What impact will I see?
Some of the most important recent moments have been defined by a single quote, tweet or image, demonstrating the power communications plays. Many buildings, centres, estates or spaces are marketed well at the point of leasing, but the brand promise of that building – and the information the occupiers buy into – is rarely carried through to occupation.
Where retention is key, or space is available, providing a better experience to occupiers and visitors or prospects than your competitors is mission critical.
Brindleyplace
Cultivating a community
Proven track record
We act as your marketing manager – bridging the gap between managing agent, client and creative agents (e.g. web developers and advertising agencies) and retain accountability to you and the service charge. This understanding of the need to operate within the confines of best practice for service charges (in applicable multi-let and retail park or centre scenarios) means that our team, comprising experts with marketing, communications, PR, engagement, placemaking, events, town centre management and even psychology backgrounds, can provide you with a virtual marketing and engagement team with a much deeper understanding of property issues and opportunities.
We have delivered occupier engagement activity or strategies at:
Mixed use developments
- Temple Quay, Bristol.
- Brindleyplace, Birmingham.
- The Water's Edge, Birmingham.
Business parks
- Lakeside North Harbour, Portsmouth.
- Frimley Business Park, Hampshire.
Retail centres
- Belgrade Plaza, Coventry.
- Swinton Square.
- Cannock Shopping Centre.
- Meadows Shopping Centre.
- Saddlers Centre, Walsall.
