EDGE

Scottish Widows Investment Partnership

Adding value to an asset management company via architecture and multi-channel marketing.

Client:

SWIP (Scottish Widows Investment Partnership) & CIAM (Centurion Industrial Asset Management)

Location:

UK

Brief:

EDGE’s relationship with CIAM started in early 2010 with the provision of both architectural consultancy services and a range of competitive marketing collateral across a £135m portfolio. Working on SWIP's Active Industrial Portfolio, EDGE helps to maximise warehouse and office space efficiencies and assists in taking the product to market via multi-channel marketing campaigns. Key sub-brand projects to date have included Southwood Business Park, Colnbrook Freight Centre and BLOC 84.

What’s the Big idea?

‘Maximising space’ – through spatial analysis and targeted marketing campaigns. Southwood Park was a successful estate, but lacked visibility in the local market. A new phase of refurbishment was followed by the creation of core marketing messages to bring the real USP – 20% more office space – to the fore across brochures, email marketing, signage and a dedicated website.

The re-brand of Colnbrook Freight Centre is specifically aimed at business operators working at Heathrow Airport. 17,000 sq ft became vacant in 2012 and, as a direct result of our targeted campaigns, we attracted two occupiers to take the whole space by March 2013. With a rent role of £1.5m, it was crucial for our client to keep the void to a minimum.

BLOC 84 has moved CIAM into new territory, maximising vital statistics and targeted messaging through the underscoring of the building’s footprint, major features and contemporary aesthetic in order to create a unique stand-out proposition.

Return on Investment:

BLOC 84:
‘CIAM required the marketing of a large and valuable building in a difficult economic climate, to secure additional income for its investment stock in Manchester. We were very pleased with the energy and creativity that EDGE brought to the marketing campaign. The re-branding is highly original, eye-catching and really rather clever. The building is being talked about extensively in the market and this will undoubtedly lead to value-added income shortly.’
Paul Reid, Head of Asset Management, CIAM.

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