Cadillac Fairview: Making Business Better
Strategy, concept Creative Direction, storyboarding, digital design, direction, video production, editing, UX
More traditional marketing ideas and tactics were integrated into this approach, primarily meeting business where people were.
Branding and positioning refresh with a business focused campaign integration, video and interactive presentation.
This branding video itself was utilized before or during the main presentation, as it was outfitted with a navigation system menu to allow the presenter to pivot immediately to the various amenities, features or leasing packages as those topics arrived. The video was then extended to online, and some parts were available through kiosks and other various interactive directories.
The presentation, while PowerPoint based was extremely robust in navigation, and gave the ability for the presenter to not only select content specific to the topic, but also switch between the various Cadillac Fairview properties to discuss their features.
Cadillac Fairview as a whole required a boost and lift to their presentation materials. Leasing managers were using the same tired templates that lacked visual appeal and did not effectively showcase the properties. To address this, a comprehensive overhaul of the presentation materials was needed.
THE ASK
Focused on modernizing the design elements, we looked at the way people utilized the properties. This was a challenge to sell, as the focus had always been on floor space, however when it was established that the main aspect that Cadillac Fairview could own was the facilitation of its tenants to have a better “everything”, the rest fell into place..
THE INSIGHT
By creating a communication platform focused on identifying why Cadillac Fairview provides the services it does, and how they do it consistently day in and day out, it builds on their experience and heritage, and focuses on the offering which extends their story past concrete and steel - beyond what the rest of the marketplace talks about.
Facilitating better business for their clients with services and offering properties with prestige and image becomes the Cadillac Fairview experience. Simply put - they enable their clients vision for today, and tomorrow.
The Cadillac Fairview story is unique. It is rooted in a history of innovation and experience. This is a point of differentiation between them and their competitors in the marketplace. So the focus became telling the story about on people, not buildings.
• It’s the people that are driven to excel at what they do.
• It’s the people that learn, teach, listen and grow.
• It’s people that work harder, go further, offer more, every day.
So the plan began to tell a story which resonated and provided food for thought. I figured if it was done properly, heads will be nodding before the need to discuss floor plans or contracts started.
THE STRATEGY
Breaking through tired communication models and integrating a human aspect into the B2B model, was fundamental for success.
The insight and strategy created the tagline “Making Business Better”. It placed Cadillac Fairview as the ultimate facilitator of their tenants and employees success.
Presentation materials meant the UX modelling and design of entirely new assets. This included adopting a consistent colour scheme that reflected Cadillac Fairview's brand identity, integrating high-quality images of the properties, and using contemporary navigation approaches that enhanced the experience while maintaining ease of use. The presentation had been pitched to live in many areas; an iPad tour with a leasing manager, through directory boards, extensions to online from email, TV, traditional screen presentations, mobile access, website content etc.
I restructured the content to emphasize key selling points and unique features of each property. This involved creating engaging narratives around the spaces, highlighting accessibility, amenities, and the benefits of leasing from Cadillac Fairview. Clear, concise points replaced dense paragraphs to ensure that essential information could be quickly absorbed. Visuals replaced text when possible.
The creation of a video meant the creation of a script. Two fabulous copywriters worked together to create a narrative that encapsulated the concept of Making Business Better perfectly.
The presentation was broken down into multiple parts, each emphasizing how Business was made better; Amenities, Human Spaces, HR, Operations, etc. Business. Incorporating infographics and charts helped illustrate market trends, demographic targets, and financial projections. These visual aids provided a clear and compelling argument for why leasing with Cadillac Fairview was a strategic choice.
Lastly, training sessions were held for leasing managers to familiarize them with the new materials, ensuring they felt confident and equipped to present the information effectively. By revitalizing the presentation materials, Cadillac Fairview not only improved internal morale but also enhanced their appeal to prospective clients.
