Marketing campaign for an energy efficient office building in a Hungarian county capital

Desired outcome

What kind of office environment is needed to encourage today's businesses to choose to work in office buildings rather than home offices?
This requires a marketing campaign to attract businesses to the office building - developing a tangible package of complex services.

Initial Problem Description

Better occupancy of offices and conference rooms, possibly improving the comfort of current tenants. Visibility and branding.From a competitive point of view, the growing popularity of energy-efficient office buildings is also significant. In the marketing campaign that is developed, it is important to have well-defined objectives, which are achievable, measurable, and relevant to the business plans and achievable within a defined timeframe.

Context

An office building is given, the goal is to achieve 100% occupancy and tenant satisfaction, social utility and acceptance. Currently, the office building has vacant offices on several floors, which are waiting to be rented out. They are available for rent to anyone, in different parts of the building, on different floors and in different sizes according to the potential tenants' needs. How to communicate effectively our advantages, green solutions and the features that appeal to our target audiences, determing what are the most useful tools and form of communications for the businesses we'ld like to attract as tenants.

Connection to cross-cutting areas

New, previously unknown opportunities may be related to the area of digitalisation. Communicating the modernisation and digitalization of office buildings will help the development of circular value chains in the area, while incorporating sustainable solutions increase the added value of our services, in addition to raising awareness about the importance of alternative energy sources and green solutions that will also help to decrease the energy consumption of the businesses who use our offices.

Input

Trend and decline of Home Office. There is no known trend or scenario. No scenario has yet been developed for the office building and its current challenges, as the development of the premises has recently been completed, following the departure of several existing tenants, followed by the replacement or refurbishment of the offices for the current tenants. The current structure has only recently emerged. What can be useful based on the trends and marketing campagins are social media contents, short videos, tips for energy efficiency solutions for tenants, recycling, how to operate zero-waste offices, highlighting postivie feedbacks, partnering up with local businesses, expanding service portfolio etc.

Expectations

Implementability, cost efficiency, expertise and experience i the topic. Also, constant communication and collaboration with the company, flexibility, a proactive attitude and the search for creative solutions. The team should aim to maximise customer satisfaction and success beyond the delivered solution.

Desired Team Profile

Expert knowledge, as team members must have expert knowledge of marketing strategies, online and offline tools, channels, content development etc.
The team should be able to collect and analyse data related to office buildings. For example: analysis of occupancy data, rental rates, market trends, marketing strategies, creating online campaigns, advertisement etc.
Creativity and innovation, as they must be able to offer creative and innovative solutions to insrease visibility. This may include introducing customer-oriented services, recommending greeb solutions etc.

Additional Information

Gallery of the office building on the website: https://pbkik.hu/kereskedelmi-kozpont/
In addition, the contact person will continuously assist the team, providing them with the requested and necessary data to achieve the result.
He will comment on the plans and ideas sent to him by the team, give timely feedback in case of disagreement and support the search for new ways forward.

Related Keywords

• Social and Economics concerns
• Sustainability
• Digitalization
• Communications
• Consumer related
• Other
• Finance, Insurance and Real Estate