on-demand lead generation for uwe innovation centre · proactive campaign management • digital...

sharpahead.com

On-demand Lead Generation for UWE Innovation Centre

Future Space Bristol

Case study:

Future Space Bristol

Future Space Bristol is a 40,000-square foot, purpose-built Innovation Centre providing a mix of workshop, wet and dry laboratory, office and co-working spaces in a University Enterprise Zone in the city of Bristol. It was built by UWE and is managed by Oxford Innovation. Sharp Ahead began by running a three month pre-launch campaign to deliver a pipeline of qualified prospective clients, and have continued to provide on-going digital lead generation services for all types of space since the Centre opened in October 2016.

(University of the West of England)

Restrictive Gateway Policy

• Very narrow sector focus: robotics, autonomous systems and life sciences companies

• Need to find tenants for specialist space types including wet and dry lab space

Challenge 1:

Competitive Geography

• The location within a major urban centre means considerable competition with other emerging co-working spaces and conventional office providers such as Regus, Bristol & Bath Science Park, Bristol SETsquared Centre and Porton Science Park

Challenge 2:

Sharp Ahead Solution: Proactive Campaign Management

• Digital marketing mix designed, implemented and managed using proven methodology and established technology stack

• Particular emphasis on the specialist space types (labs and workshops) in support of the tight gateway policy

• Digital assets evolved as the centre’s story developed – in particular, initial tenant sign-ups were used to provide strong “social proof” and a sense of scarcity to encourage more companies to commit

• Early results were good, but reviews with the client identified some gaps around particular types of space especially co-working

• Agile approach enabled Sharp Ahead to adapt on-demand campaigns to achieve evolving business objectives

Targeted Landing Pages

• Search marketing helps prospective buyers find Future Space

• Targeted landing pages make it clear what it has to offer

• Highly visible calls to action

• Targeted to provide answers to the buyer’s needs

At least 50% of our traffic is mobile

• Optimising the landing page design to provide the right experience on mobile as well as desktop is essential

• Users often follow a slightly different journey on mobile. Priortising information and different conversion actions such as the option to ‘click to call’, for example, ensures landing pages convert as well on mobile as on desktop.

• 70% of B2B customers use smartphones / tablets to look up details – as they are on the move

Long Consideration Cycle

Re-targeted display adverts

• 7% of B2B buyers responded to display ads

• Exceptional value for money. Cost per click is pennies but the brand building is worth far more

The Results

• Centre is 15% ahead of occupancy targets with a strong pipeline for all types of space

• Tenants and active prospects have come from far afield: Reading, London, Cambridge, even Seattle! Specialist space types in particular can have very wide geographic appeal, and digital channels work well to reach these wider geographic prospects

M6 M1

M40

M42M54

M25

M4

M3

M5

M6 M1

HULL

NEWCASTLE UPON TYNE

LEEDS

SHEFFIELD

LIVERPOOL

BIRMINGHAM

CAMBRIDGE

MANCHESTER

EDINBURGH

ABERDEEN

GLASGOW

SOUTHAMPTON

BRISTOLCARDIFF

PLYMOUTH

LONDONREADING

on-demand lead generation for uwe innovation centre · proactive campaign management • digital...

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