Marketing Objective

In the highly-competitive environment for commercial space in greater Boston, Kenney Development, one of New England’s leading full -service real estate development, consulting and management firms for 45 years, wanted to distinguish it’s Navy Yard Plaza development in Charlestown from other sites in downtown Boston and nearby Cambridge and Somerville.

With the increasing emphasis on providing work environments where employees could enjoy the surrounding area in which they worked, whether part-time or full-time, they decided to focus not just on the interior spaces which ranged from 25,000 – 63,0000 s.f., be it for offices or even biolabs, but the surrounding area of the historic Charlestown Navy Yard.

Creative Marketing Solution

Carlson Communications recommended a multi-tiered approach to marketing this historic location that has been transformed into one of the most desirable to place to live and work in greater Boston.  The primary target markets for this campaign were commercial brokers and business owners who sought an accessible location with on-site or nearby amenities including bike paths, restaurants, cafes and shopping.  An interactive Area Highlights map with aerial views was developed for the website, print ads and collateral materials.

Custom professional photography and video tours captured the modern interiors and the vibrant lifestyle of the surrounding area.

Website Design

A new section on Kenney Development’s website highlighted Navy Yard Plaza with a History of the area, aerial photos showing its proximity to downtown Boston via the ferry service and easy access to highways and interior photos and floor plans spaces which could be adapted for offices or even as biolab space due to the integrity of the buildings’ construction.

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Print Ad

A full-page color print ad highlighting Navy Yard Plaza’s excellent location using an annotated aerial photo and multiple lifestyle scenes of the area was designed to draw brokers and end users alike in industry publications like the New England Real Estate Journal.  The copy presented highlights of not only the area, but the unique features of the buildings.

Collateral Materials

A distinctive design featuring the Navy Yard Plaza logo is on the front cover of the pocket folder.  Inserts include a History of the Navy Yard which is home to the USS Constitution, one of the most popular tourist attractions in Boston, plus an annotated aerial that highlights the area’s many attractions, from restaurants and waterfront cafes to bike and walking trails, commuter options and nearby shopping.

Floor plans with accompanying professional photography provide opportunities for potential tenants or brokers to visualize how the space might be used. The same materials in PDF format can be downloaded from the website.

Public Relations

To highlight the uniqueness of Navy Yard Plaza and to reach a very targeted audience, Carlson worked with the New England Real Estate Journal to create a featured “Property of the Month” that included a full-page article, accompanying full-page print ad and online digital banner ads.  A professional photo provided by Carlson Communications of a Navy Yard Plaza street scene was the cover of this weekly real estate publication that reaches commercial brokers and business owners throughout New England.

Marketing Campaign Results

Navy Yard Plaza’s website page that featured annotated aerials, lifestyle photos, background of the historic Navy Yard Plaza area and colored floor plans and photos of the available space for lease, combined with printed collateral materials and the New England Real Estate Journal’s multimedia campaign, created the awareness and inquiries about the property that Kenney Development desired.

More than six hundred visits to Kenney Development’s website, with a focus on the Navy Yard Plaza property, were generated after the NEREJ feature appeared, with an average viewing time on the NYP page of over five minutes.  With availability of this space not expected until summer 2023, this initial campaign successfully launched Phase One of Navy Yard Plaza’s marketing.

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