Creating a new brand position
In the 1980s, LA-based design studio conceived the concept ‘placemaking’ which is now a commonly used architectural industry term. The client wanted to create a new position to set itself apart from its competitors, and grow its project portfolio in Mainland China.
At the same time, the brand had been operating in Mainland China since the year 2000, but felt that clients and the media were not up-to-date on its brand new position or its most recent projects, and also sought to revive brand awareness among key potential clients and stakeholders such as government and urban planners.
Strategy Built an Integrated approach to engage our target consumers for JERDE via different channels of communications, allowing them to partake in a circle of engagement that increases top of mind awareness about the brand.
Narrative In the 1980s JERDE came up with the concept of ‘placemaking’ which is now a commonly used architectural industry term. The client wanted to create a new position to set itself apart from its competitors and grow its project portfolio in Mainland China. We developed a strong content plan highlighting key messages including its LA origin and local leadership.
Thought Leadership Spotlight brand spokespersons with byline articles and speaking opportunities.
Engage Nurtured existing and developed new media relationships on behalf of the brand through proactive media outreach and media events, and pushed brand messaged through various owned and earned media channels.
Targeted Outreach Reached out to target government, general and business media in addition to trade media to build lasting awareness among target stakeholders.