Clark
An iconic tower re-imagined to exceed the standards of tomorrow’s companies—today.

Clark Tower Banner

Re-introducing a familiar face with a fresh perspective.

Problem

The Clark building is “old” and has a “checkered history.”

Challenges

Change the perception of Clark Tower. Create buzz around new prestige tenants, new upgrades, new commitment and new sense of “community.” Let everyone know that a CLASSIC has been REBORN.

Solution

OGK developed a total brand transformation that would immediately change the mindset of the Memphis business leader. We accomplished this using multiple techniques including an analysis of their current brand resources, updated configuration of interior and exterior design, powerful brand awareness campaigns, unique marketing concepts catered for brokers and realtors and creative targeted experiential events.

Creative Consulting

This was the brilliance behind all of the creative execution. OGK identified various marketing opportunities through the Clark Tower brand, while developing engaging and relevant ways to connect to targeted audiences. With numerous campaigns, implementing the most efficient messages across their real estate platforms was essential.

Media Plan

Almost everyone in the Memphis area was aware of the Clark Tower, but very few knew about the brand transformation and remodeling that took place. Therefore, educating the local marketplace was fundamental for the success of this program.

The overall plan included generating advertising that prospects took notice of, tracking the incoming requests, customizing specific media outlets and requirements along with matching various creative elements for each media vehicle. OGK continued to compare and contrast the strength and value of each media on a consistent basis. The media plan involved relationship building for added bonuses, negotiation with the various reps, discovering new media options, tracking impressions and analyzing metrics for returns on investment.

Persuasive and Influential Marketing

We worked backwards from the end goal in mind to initiate this imperative stage. OGK produced both pull and push strategies to accomplish the various goals we were given. In order to influence the movers and shakers in Memphis, we showcased the building through the eyes of the highly recognized community leaders. This occurred by requesting testimonials from the happy business executives enjoying their new space. While collaborating with select brokers, OGK provided comprehensive amenity guides, tenant referral programs, articles, flyers, stationary packs, events, and post card mailings to assist in spreading the building gospel.

Digital Platform

Since users spend over 87% more time on digital platforms that offer compelling rich media, our team focused on eye catching imagery and customized content that would immediately instill emotion and forge action.

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Multi-Media Campaign Support

Decision makers and business leaders are constantly changing the way they seek out new office space. Therefore, we needed to adapt our marketing strategy and tools required to be impactful, while being able to track top performing resources quickly. At OGK, we don’t rely solely on reports and analytics. Rather, we review the combination of interactive internal mechanisms, along with the collected reports for a blend of overall marketing intelligence.

Digital Banners

It was key to create urgent digital messages that make the user click on the banner ad right in the moment they see it. With messages like “Meet the new Clark “ the message made it clear and simple: now is the time to take action.

Email Marketing

Our email communication strategy was to flip the old model on it’s proverbial head. We built a more scalable model that would initiate with awareness and end with conversion, however we teamed up with leveraged strategic alliances that had interested built in audiences, who would welcome an email message due to filters and opted in requests. This provided instant credibility and connections within the prospects mind.

Social Media

According to the research, 94% of millennials and 84% of baby boomers used various social media sites to search for their future office space. However, only 9.2% of that same audience responded to it’s incoming messages. The real estate industry was listed as one of the most challenging industries to attract viewers in a social media category. Too avoid wasting time and finances on useless platforms such as Snapchat, our game plan was to select choice, premium contextual platforms such as Facebook to engage, connect and remind. We demonstrated the lifestyle within the building as the “social” in the media, rather than bland, functional content to simply check a box.

Experiential Events

Audience optimization requires the juggling of many moving parts. Before we began with generating a specialized live event, we seek to discover what our target audience desires in the category of office space. Then we developed interactive, fun events that drove engagement and allowed for simple follow up techniques.

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