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Commercial spaces marketed with clear positioning

Jones Lang LaSalle

Richtipark is a campus-like business park in Wallisellen. Five large, modern office buildings are surrounded by ample green and open spaces, creating a campus-like feel that, along with its other benefits, makes the location an ideal place to work. Calydo gave the property a new look, created a marketing website featuring state-of-the-art isometric images, and marketed Richtipark to its target clientèle through an online campaign.

Refining positioning and image for marketing success

PSP Swiss Property's Richtipark site in Wallisellen was grappling with a substantial vacancy rate. Calydo was commissioned by marketer JLL to completely overhaul Richtipark's positioning and to design and implement a new online presence with an agile marketing concept. Our competitor analysis of similar offers in the surrounding area showed that Richtipark's old positioning did not allow it to sufficiently differentiate itself and, moreover, it occupied the upper end of the price segment. Achieving a more successful positioning required greater emphasis to be placed on the distinguishing benefits offered by the site.

Configurator with "smart" isometric images

For this purpose, Calydo created a clear, inviting marketing website with informative factsheets describing the advantages of the site and location and reflecting the new, fresh positioning. The centrepiece of the project was the configurator, which offered isometric views of the 5 buildings and the available office spaces. Here, interested parties were able to enter the specific floor area they wanted or the number of employees. They were then automatically shown a combination of spaces (in the selected building) that met their requirements. Finally, a call-to-action button led them directly to the contact form.

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modern, up-market office buildings with up to 7,000 m2 of space per unit 

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weeks of preparation before go-live date for the marketing website 

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successful online Google campaigns 

To generate additional leads, a bilingual, long-term online campaign was created, which Calydo orchestrates across all touchpoints, primarily LinkedIn and Google Ads. Here, mainly keyword-driven display ads are used as banners. Monthly reports are sent to the client and the campaigns are continuously adjusted and optimised based on the results.

Kunde

Jones Lang LaSalle AG

Vermarkter

PSP Swiss Property

Lage

Wallisellen

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