Potter Space is a family-owned company with five commercial business parks across the UK. Its core audiences are SMEs in sectors ranging from manufacturing through to logistics.
Source was tasked with devising an integrated marketing strategy to achieve the following objectives:
With Potter Group selling its logistics operations in 2018, rebranding to Potter Space and investing £25 million to transform the business, we needed to develop a marketing strategy which reflected its ambitious growth plans.
We devised an integrated marketing, PR and social media strategy that could evolve and adapt to support its expansion and maximise all relevant channel opportunities, to reach key audiences.
From a PR perspective, we focused on providing target media with a drip-feed of news stories and thought leadership articles. We also developed a bank of creative assets such as case studies and videos which were also used for social media purposes.
In terms of traditional marketing, we created and distributed quarterly e-shots featuring the latest company news and tailored specific e-shots to advertise available units to let from across its business parks.
Digital marketing included PPC and paid for social campaigns to again market the available units to let to the target audiences. We also transformed Potter Space’s organic social media presence by creating engaging content to communicate company news such as its charity and community support and new staff appointments.
In a bid to maintain and form relationships with property peers and target audiences, we managed three events on behalf of Potter Space including a brand launch event in Leeds and one to promote its Ripon business park and available units. In Droitwich we hosted a meet the supplier event, to build long-term partnerships with local suppliers, builders and construction teams in the Droitwich area to help Potter Space achieve its business park development goals.
“Source delivered excellent marketing activation support which has helped establish Potter Space as one of the key players in the small to mid-box industrial and logistics space.”