Challenge
After the successful sale of the luxury condos at One Rincon Hill, the second property – Tower Two at One Rincon Hill – was facing a bit of an uphill battle. Originally intended to be one of San Francisco’s tallest condo towers, strategy shifted to a for-lease property, and the marketing communications strategy needed to be recreated. LCI was called in to quickly steer efforts in a new direction.
Strategy
The “newness” of Rincon Hill was no longer a viable strategic initiative, so LCI created an integrated communications approach that used the best messaging of Tower One while targeting the rental audience. This included all branding and foundation work (messaging, press materials, media training, planning) along with targeted media outreach, social media campaigns, SEM, signage, email marketing and analytics for online advertising.
Results
Media coverage included all the Bay Area top tier outlets including San Francisco Chronicle, San Francisco Magazine, 7×7, San Francisco Business Times and real estate blogs SocketSite and CurbedSF. In addition, the online advertising strategy paid off in web traffic metrics. Most importantly, the property is on its way to being completely leased.
Tower Two at One Rincon Two – Print Collateral
