Case study · Property
Birchwood Park is home to more than 6,000 people and 165 companies, between Manchester and Liverpool. It wanted more prospective occupiers to know about it, and to visit its website. We combined an always-on business press office with occupier news, thought leadership and targeted digital activity. It earned 74 pieces of coverage and 20% new occupier referrals.
- 20% new occupier referrals
- 74 pieces of coverage
- 29 tier-one trade pieces
- 30 links to site
- Client Birchwood Park
- Sector Commercial property
- Services Always-on press office, thought leadership, digital
- Audience Prospective occupiers, property agents, businesses
- Channels Business, property trade and regional media, digital
What did Birchwood Park need?
Birchwood Park is the North West’s largest out-of-town business destination, with street food, amenities and a busy events calendar. It wanted more visibility among prospective occupiers, stronger business credentials and more traffic to its website to support lead generation.
- Business objective: generate leads from prospective occupiers.
- Communication objective: raise Birchwood Park’s profile in business, property and regional media, and drive audiences to its website.
What was the insight?
Occupiers choose a place, not just an office. Stories about the businesses already there, and ideas about the future of work, show what the park offers.
The idea was show the community, lead the conversation.
What did we do?
- Always-on business press office. A steady flow of park news and occupier stories.
- Thought leadership. Hero campaigns, including the Office of the Future, gave the park a voice on the future of work.
- Targeted digital. Digital activity sent audiences to the right pages on the website.
What did it achieve?
Results by stage of the AMEC evaluation framework, with the source for each figure.
| Stage | Measure | Result | Source |
|---|---|---|---|
| Outputs | Pieces of coverage | 74 | Prohibition coverage log |
| Outputs | Tier-one trade pieces | 29 | Prohibition coverage log |
| Outcomes | Links to the Birchwood Park website | 30 | Prohibition coverage analysis |
| Outcomes | New occupier referrals | 20% | Birchwood Park |
What did Birchwood Park get from it?
A stronger profile with the people who choose where to locate, and new occupier enquiries coming through.
What did we learn?
- People sell places. Occupier stories made the park real.
- Pair PR with digital. Coverage and targeted digital worked better together.
- What we would do differently. track each occupier enquiry to its source from the start.
