Entering a New Market
An American company based in San-Francisco, Spear Street Capital is an owner and operator of distinctive office properties located in the United States, Canada and Europe.In 2019, the company penetrated the Quebec market byacquiringa property located at 6750 del’Esplanadein the trendy and burgeoning Mile-Ex neighbourhood, Montreal’sfocal point of technology, gaming and AI firms. Furthermore, to pursue its expansion in Montreal, Spear Street acquiredthe O Mile-X building, a well-established AI hub.
Establishing a Solid Reputation
Being a new player in the Montreal market, Spear Street waslooking to establish its reputation as a top-quality landlord. Colliers saw Spear Street’s goal as an opportunity to elevate the client’s brand locally in parallel tothe leasing team’s mandate of repositioning6750 de l’Esplanade and building awareness of the propertyto appeal to the largest tech and AI firms.
Implementing an Effective Marketing Strategy
To showcase this upscale propertyto prospective tenants, the Colliers Marketing team conceptualized and executed a robust, custom-branded marketing campaign, which includeda bilingualbrochure, virtual tours of each of the building’s floors, a custom website, a social media advertising campaign on LinkedIn and Facebook,as well astargeted email communications and a flyer promoting low-rise properties as an opportune alternative to high-rise office towers in the context of COVID-19.
Building a Positive Identity
Offering a completely seamless experience and conveying consistent key messagingthrough all our marketing channels, the Colliers Marketing team contributed to building Spear Streets’identity asa reputable, desirablelandlordin the Montreal market.
We see beyond what’s directly in front of us.
At Colliers, we don’t see what is. We see what could be.
