Delivering on a brief to promote and position through media and content
Polymedia is retained to deliver a regional media strategy for commercial property specialists Lambert Smith Hampton (LSH), with a specific brief to raise and sustain the firm's regional profile and position them as industry leaders.
LSH approached Polymedia from a position of achieving very limited regional coverage despite having held its position at the top of the tables for industrial and office transactions along the M27 corridor for a decade.
Positioning strategy and campaign
Beginning the relationship in January 2017, Polymedia began by working closely with the team at LSH to identify key themes, business imperatives and target markets. Then came a sustained strategic media campaign, focusing on deal announcements, market analysis and commentary, and firm successes.
A key strand was to ensure that LSH demonstrated its in-depth understanding of the regional market, commenting positively on its own successes and the economy of the region in general. The firm's involvement in several major speculative developments, the first of their kind for more than a decade, emphasised the firm's message of continued strength in the market despite economic challenges and political uncertainties such as those posed by Brexit.
In each case Polymedia has worked with LSH and its partners to place carefully crafted news pieces about deals, generate news "hooks" from the firm's comprehensive Market Pulse reports, and react to journalists' requests.
Major schemes featured included South Central, a speculative industrial development at Southampton, now occupied by the John Lewis Partnership, J9 South at Segensworth, the Solent Airport scheme at the former HMS Daedalus in Fareham, retail schemes in Basingstoke and Andover, and many more.
Supporting their position as "the most active agent in the south", Polymedia provided input into its successful entries in the Solent Deals Awards, underlining the agency's award-winning status at every opportunity. Some work around CSR and events, highlighting the team's personality and community engagement, completed the success.
Regional media were key targets as were business press, commercial property media and partner stakeholders such as Invest in Southampton and the local authority. market updates.
Evaluation at the end of the year found that Polymedia had generated more than 150 pieces of coverage in print and online. In addition, this content fed into LSH's own website and social platforms, as well as being used on LinkedIn by individual agents, cementing the firm's position in the south.
Adrian Whitfield, Director Industrial and Logistics, Lambert Smith Hampton, says: "The results have been phenomenal – we have gone from having very limited coverage to a position where we are appearing in key publications on a weekly basis.
"It's clear to us that Polymedia’s vast amount of media experience and extensive network of contacts have been key factors in raising and maintaining our profile as regional leaders in the commercial property market. The team are highly responsive, very proactive and easy to work with. We cannot recommend them highly enough.”