Marketing Mitchell House

One of the key changes I made to the website was to market Mitchell House as a destination on the map where businesses could establish themselves in an open-plan, modern office space. The idea behind marketing the location was to establish a brand for the overall building and not just single offices.

Highlighting Tram Transport Links | Mitchell House

Part of the marketing plan was to focus on the three key offerings from Mitchell House:

• The rent is more affordable, compared to the city centre.
• The transport links are great, a ten-minute tram ride from the city centre.
• The local area of Leith is attractive with bars, restaurants and residential opportunities.

To back up this messaging, new photographs and videos were added to show the key offerings made by Mitchell House. For instance, I added captivating images of the building and the nearby facilities so potential clients had a strong idea of the experience of renting an office. Video content was added for each of the office suites in the style of an estate agent motion reel, showing the quality of the office and the facilities included.

Offices, Service Icons & Testimonials Mobile Screens | Mitchell House

I added some iconography that showcased a range of services provided at Mitchell House, such as rent costs, transport links and amenities in the area. The icons provide some visual aids for customers who want to quickly understand some of the services offered by the building. Some additional social proofing was added with a testimonial slider, which provided an insight into the experience of existing tenants of Mitchell House.

Office Space Marketing & Blog Content

The office space pages were redesigned so that key information was immediately available to the customers, such as rental costs, size of the office space, EPC rating etc. The new design structure incorporated video and photographic content to showcase the amazing office spaces available and all the facilities that are offered. Detailed architectural drawings were provided so prospective customers could plan the potential layout of their office.

Office Suite Introduction | Mitchell House

The service icons were utilised once more to quickly showcase the facilities offered by each office. The icons were rearranged and tailored to the suitability for potential tenants, therefore maximising the chance of conversion. For instance, the larger offices highlighted boardroom facilities, whereas the ground floor offices mentioned disabled access.

In addition to the new office pages, I created new editorial content for the blog area of the website. The blog content was created with SEO in mind and aimed to drive relevant traffic to the website. Blog posts were created to provide insights into a specific topic, such as potential tenants looking for a small office or looking to relocate from the city centre to Leith. Each blog post is presented in bite-sized chunks with supporting imagery to make the content easily digestible and potential tenants can take in the insights on offer.

Social Media & Digital Advert Marketing

Mitchell House have social media profiles that require different types of assets. For instance, Instagram is best-suited to high-quality photos and videos, whereas LinkedIn offers the opportunity to provide detailed descriptions targeted at businesses.

Branded Social Media Kits | Mitchell House

I created a branded design kit that enabled all the social media posts to have a consistent look and feel across different platforms. A cohesive experience was provided for customers by utilising the colours and typeface of the existing logo. Each of the images in a post were arranged into interlinked slides, providing a sequential narrative for each post. Combining text and supporting imagery together made it easier to communicate the business goals of Mitchell House with its customers.

Mitchell House used the branded templates to communicate office availability, office facilities and perks as well as customer testimonials. Each social media post was then rounded off with a call to action, allowing potential tenants to go to the website for more information. For customers wanting to view the website on the go, I included a QR code that could be scanned on a mobile device to take the user to a specific page on the website.

Google Ads

The second part of the marketing strategy included advertising the offices in digital adverts. Google Ads is a major advertisement network which enables businesses to appear at the top of Google’s search results when customers search for a relevant topic. The commercial office market is very competitive, which makes organic traffic a challenge. Therefore, placing adverts for relevant keywords was the logical next step.

In Google Ads, I created a Search campaign as well as a Performance Max campaign. The Search campaign was useful for gaining traffic from potential tenants who searched for a related keyword on Google. Second, the Performance Max campaign allowed adverts to be placed in Google’s wider network and get served in front of people interested in renting an office. This way, the second campaign goes beyond standard search, provides better reach and generates more leads. The adverts used image assets and messaging from the website, so the potential tenants get a cohesive experience whether they are on the website, social media or see an advert.