Overlooking the historic Rideau Canal in the heart of downtown Ottawa, 50 Laurier is luxury rental living at its finest. The award-winning building features every conceivable amenity, including state-of-the-art security, a concierge and easy proximity to festivals, symphonies, theatres, galleries, films and restaurants.

…occupancy at 50 Laurier is up by more than 95 per cent.

Yet, in the summer of 2005, the vacancy rate at 50 Laurier was alarmingly high. In June, new management took immediate action, hiring gordongroup, the premier communications and marketing company in the National Capital Region. Using its unique and highly successful identity framework approach, gordongroup set out to increase the building’s visibility.

Today, thanks to gordongroup’s knowledge of and experience in the real estate market, occupancy at 50 Laurier is up by more than 95 per cent. The building is home to MPs, diplomats, government officials, corporate executives, and active and retired professionals.

50 Laurier is an extraordinary real estate success story. For gordongroup, it further enhanced the company’s growing reputation as a national force in the development of marketing solutions for Canada’s real estate industry.

For more than 20 years, gordongroup has successfully met the marketing and communications needs of clients in both the public and private sectors. Our team of committed specialists excels at branding and corporate identity development, internal and external communications planning, marketing and advertising planning, and public opinion research.

In recent years, we’ve chosen to focus on Canada’s growing real estate market.

For example, we recently developed a comprehensive marketing campaign for Constitution Square Tower III on behalf of Oxford Properties. We began by providing valuable strategic support during the pre-build leasing period. Thanks to our writing and design work, Oxford secured an anchor tenant.

Next, we provide a new brand and toolkit to leverage marketing and support broker outreach. A particularly valuable tool was our pre-build multi-media solution of which the design and software engineering proved to be exceptionally effective online and in a packaged DVD format.

After our success at 50 Laurier, Bentall Investment Management asked us to create individual identities for a number of rental buildings in Western Canada. We began by developing identity frameworks for buildings in Saskatchewan, Alberta and British Columbia, based on tours and interviews with existing tenants and on-site management personnel. Using that information, we put together interactive web sites aimed at the most appropriate target audiences.

We continue to expand our expertise in the real estate sector. For more than a year, we’ve worked with Great West Life Realty Advisors to provide brand solutions for the company’s residential assets in Toronto. While much of our focus has been directed to the BCimc portfolio, we also developed brand solutions for College Park Suites, now managed by the Vertica Property Management Company.

At gordongroup, we begin every project by acquiring a full understanding and appreciation of your market. Our approach is simple to come up with a correct and lasting solution, we believe it’s vital to recognize and appreciate existing challenges and issues. We do this through research, tours and interviews. We speak to happy tenants and unhappy tenants. We look at your competition and ask why people opted to select their rental property. On occasion, we’ll even interview former tenants to see why they chose to leave.

Only then, after we have understood your building and your market place, do we begin to create targeted solutions. We do this in a number of ways. For example, for Great West Life, we prepared a suite of interactive tools to enhance the user experience on their building web sites. We also recognize the enormous savings that come with occupant retention. To that end, we’ll work with you to ensure existing occupants appreciate the benefits and advantages available to them in your building.

Like our existing clients, we believe you’ll welcome our expertise in the following areas:

• Creative writing and design of tenders;
• Innovative multimedia information that differentiates your building from the competition and ensures that potential occupants receive the information they need to make the correct decision;
• Asset identity design and branding;
• Concierge and move-in kit interactive tools;
• Everything you need to sustain an innovative asset brand online.

Hi, I’m Robert Chitty, president and founder of gordongroup. I invite you to let our team of committed professionals put those qualities to work for you. I know that, together, we’ll arrive at the most effective marketing plan possible for you and your business. I’m also sure, that like our growing list of real estate clients, you’ll find the results of a working relationship with gordongroup exceptionally satisfying and rewarding.

Our philosophy is not unlike yours. We, too, recognize that the relationship between client and service provider, like the relationship between tenant and management, is paramount to lasting success.

I urge you to look over our portfolio, to see what we’ve accomplished for others in Canada’s real estate industry.

I look forward to the opportunity to discuss a new and successful working relationship with you, at your earliest convenience.

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