In this week’s Goodness Report, we are pleased to share the story behind the successful rebranding and digital marketing efforts that brought new life to North Park 34, a multi-tenant industrial park in Houston, Texas. This project demonstrates how Idea Hall’s integrated communications strategy helped re-introduce a newly renovated industrial park to small business owners and startup entrepreneurs amid a challenging economic climate.
Through a brand refresh, digital presence overhaul, and targeted lead generation campaign, North Park 34 has seen increased tenant interest and become a prime location for businesses in North Houston.
The Challenge
North Park 34, a key asset in Arden Logistics Parks’ nationwide multi-tenant industrial portfolio of over 11 million square feet, needed to distinguish itself in Houston’s highly competitive market. Early in 2024, Arden enlisted Idea Hall to reposition the industrial park and support the brokers in attracting new tenants. The objective was to position North Park 34 as the top choice for expanding businesses by offering modern, secure, and cost-effective office and warehouse space for rent.
The Communications Strategy
To meet this challenge, Idea Hall launched a multi-dimensional communications plan that touched every facet of North Park 34’s brand presence. This integrated strategy combined brand development, digital marketing, video production, and lead generation efforts to create a cohesive and impactful approach to repositioning the industrial park and attracting new tenants.
- Brand Development: After in-depth brand discovery, we introduced the tagline “The Address of Opportunity,” capturing North Park 34’s growth potential. We crafted a compelling brand story and promise, focusing on providing secure and affordable spaces for businesses to thrive. The redesigned logo conveys professionalism and approachability, establishing a strong identity that resonates with prospective tenants.
- Website Design: Idea Hall conducted thorough research and data analysis to anchor the website’s messaging, design, and strategy based on insights. We identified key differentiators and selling points of North Park 34, highlighting its appeal to local small businesses in search of affordable, well-equipped industrial spaces. The revamped website now serves as the park’s digital front door, featuring virtual property tours, key benefits, and upgraded features. Prospective tenants can easily interact with a Q&A section and booking forms to schedule tours, simplifying engagement with North Park 34.
- Video Production: Idea Hall produced an engaging video that showcases North Park 34’s value proposition. The video features interviews with current tenants and the property management team, highlighting the advantages of the renovated spaces and providing tenants with a preview of the offering.
- Digital Marketing: With a fixed media buy budget, Idea Hall partnered with Arden to create a targeted Google Ads campaign, optimizing search keywords to reach potential tenants. Additionally, we launched a YouTube campaign featuring videos that drove traffic to the website and encouraged visitors to book tours through seamless calls-to-action.
The Results
This comprehensive strategy delivered impressive results in just 90 days, enhancing brand awareness, generating new leads, and driving conversions and the following outcomes:
- 41 prospective leads and over 7,600 new user visits to its new website – two of which have become signed leases/ new tenants
- More than 81,000 YouTube views, with a view duration ranging from 77% to 95%
- Over 27,100 Google Ads impressions
- A 13% click-through rate, surpassing the original goal by 4%
Encouraged by the positive results, Arden Logistics Parks asked Idea Hall to extend the lead generation campaign over the coming months to sustain this momentum and continue driving engagement and conversions.
Reflecting on the campaign’s success, Barb Rea, Chief Operating Officer of Arden Logistics Parks, stated:
“The launch of the North Park 34 site and digital campaign marks a significant milestone in our partnership with Idea Hall. This success not only fuels our ongoing marketing strategy for industrial assets nationwide but also lays the foundation for our broader communications strategy.”
This story illustrates how a holistic digital marketing and communications approach can drive tangible results, turning North Park 34 into a true “Address of Opportunity.”
If you’re interested in igniting similar success for your organization or want to explore how your organization can partner with Idea Hall, please contact Rebecca Hall at Rebecca@ideahall.com.
