The Goal: Growing market share with a revitalized brand image
Even the most recognizable brands need periodic updating to evolve with the times. Building on an impressive forty-year presence in property management, Parkway Properties hired infinitee to update its image in the many markets it serves. Though already recognizable and successful, the brand had reached a plateau in its life cycle and competitive position.
infinitee Marketing Solution: Modernizing around strong
Leveraging our commercial real estate experience with a respect for Parkway’s legacy brand and traditional business values, we brought a fresh face to this real estate institution. We began the project by conducting brand audit interviews with key executives. Through this discovery process, infinitee gathered key qualitative data on Parkway’s competitive advantages – and points of differentiation in the marketplace – to build executive consensus on a single, unified vision for the new brand.
This new brand image was applied to corporate print collateral and retail promotion material in flexible templates so that the organization’s individual properties could customize the materials themselves, cost effectively. To further modernize the Parkway Properties brand and keep it relevant and top-of-mind in its markets, infinitee recommended and developed an email marketing strategy for rolling out the renewed brand to real estate brokers and potential target tenants.
The Result: Strengthening retail promotion and retaining
the competitive advantage
The result of this brand refresh and infinitee’s strategy was a stronger, more relevant Parkway brand, based on values and positioning that had the full support of the executive team. A cohesive and current brand is key to retaining a competitive edge, and since its soft launch, Parkway has maintained an excellent percentage of leaseholds, which is great news in these economically challenging times.