Project Description

With the advent of the pandemic and a shift to hybrid work, the demand for office space across the United States has dramatically dropped. As a result, many office properties are underperforming with a larger number of vacancies.

What Was the Client’s Goal?

With office properties across the US, BGO wanted to provide a new concept in an office build-out to increase tenancy and lease renewals. BGO hired international architecture firms to design and develop a new human-centered, researched-based move-in ready office concept for tenants. MIRO aims to revolutionize the traditional office experience by providing fully furnished and equipped spaces that can be easily customized according to the needs of individual tenants. This hassle-free approach eliminates the need for lengthy and costly buildouts, making it an attractive option for businesses looking to quickly establish a physical presence.

The concept was focused on creating an enhanced human work experience in a hybrid work environment with a focus on building amenities and collaborative spaces. The intent is to attract, retain, and lease these properties and fill their buildings.

What did we recommend?

Radiant developed a marketing strategy and national campaign which included a brand and name for this new office concept, and building a national marketing program to attract real estate brokers and grow tenant leads for BGO properties nationally. The name MIRO, Move-In Ready Offices, encapsulated the story and the brand.

Following extensive national research and interviews, Radiant developed a go-to-market strategy supported by the naming process, brand & positioning guide, a destination website for MIRO and planned and executed a comprehensive digital marketing campaign with a focus on digital ads, retargeting, email marketing, and a robust CRM to connect BGO team members with brokers looking for more information about MIRO.

What was the process created to achieve the goal?

The results have been exceptional, resulting in 50% open rates during the first month, and increased inquiries for properties in New York Metro, DC, Chicago, San Francisco, and Boston with the program expanding to other urban locations.

What was the result?

According to lead brokers for BGO, they have now signed major technology companies and law firms as well as an international embassy to MIRO spaces. The national marketing campaign also helped to raise brand awareness for BGO, positioning them as an innovative and forward-thinking real estate investment firm.

How was it measured?

With both a measurable increase in inquiries for space through the digital marketing campaign and leads coming to brokers, Radiant’s MIRO campaign gave BGO a unique market position in the office market, and transformed the way office space is developed and marketed.