Project Title:

Targeting local occupiers for Grosvenor House, Redditch

Client:

GVA Grimley on behalf of South Yorkshire Pension Authority

Business Requirements

  • Grosvenor House is a refurbished office development with good access to the M42 and located within walking distance of Redditch town centre
  • Our client was keen to find a local occupier to take one of the larger suites within this established building
  • Previous marketing activities had not generated a letting therefore GVA Grimley recommended Carousel, to research and create a bespoke database for a phased mailing campaign culminating in an open day

Project Outline

  • To obtain a good understanding of the property and the target market in terms of location, size and type of occupiers, and types of decision makers
  • To source data to meet the specific requirements, combining external searches with our own unique in-house database
  • To pre-qualify the selected companies through telephone research and identify the decision-making contacts within the company
  • To collate all the data into one unique highly targeted database which, after being researched and validated, consisted of 194 companies and 372 decision makers
  • To design and present two different examples of 4 x A5 colour postcards for a four part mailing campaign over a two week period concluding with an invitation to an open day
  • To draft a letter for personalising to each contact, to accompany the last invitation postcard with a faxback response.
  • To handle responses from the mailing regarding attending the open day

Project Outcome

  • We received in total 18 faxback responses
  • The phased direct marketing activity produced an early result in the letting of one of the larger suites of Grosvenor House to Previa UK Ltd, an established leader in providing help to businesses to develop and improve their corporate healthcare strategy
  • The database is maintained within our in-house database for future direct marketing activities related to Grosvenor House.

"Carousel adopts a more targeted, scientific approach towards direct marketing. They research and build a database tailor-made to our particular needs and then design and deliver the message that we want to communicate – whether by mailer or email. This integrated approach enables us to coordinate a series of messages targeted at specific sectors or decision makers – and it brings results."
Andrew Venables, Partner, GVA Grimley