Biomed Realty
Digital marketing consultancy to boost community engagement for global life sciences real estate organisation
Sector: Property, life sciences and technology
The client
BioMed Realty, a Blackstone portfolio company, is the largest private provider of real estate solutions to the life science and technology industries. It has been just over a decade since the company joined the UK market, helping to drive innovation and revenue with a growing portfolio of locations.
Our work focused on the Granta Park site, home to innovative life science companies in Cambridge.
The numbers
606% increase in LinkedIn followers
Strategic Instagram posts garnered 7.6K impressions in 2023, attracting 150 initial followers
The services
Digital marketing consultancy
Strategy
Market research
Organic social media
Graphic design
Photography
Long and short form video
Copywriting
The challenge
BioMed Realty commissioned us to help grow the online community for its Granta Park location, while celebrating a decade in the UK. This sprawling estate is located at the heart of the Cambridge life science community, providing a home for 30 companies and more than 3,700 employees across 120 acres.
The approach
Our approach centred on increasing community engagement through tailored LinkedIn and Instagram activity. We created a refreshed marketing strategy designed to appeal to local residents and city officials alike, building on positive sentiment around BioMed Realty’s presence in Cambridgeshire.
We highlighted BioMed Realty’s sustainability focus and support for local charities such as the Shetland Pony Welfare Trust and The Wildlife Trust. Our activities focused on ESG themes such as biodiversity and public art initiatives, fostering community pride and evoking daily happenings at Granta Park, programmes for residents and the societal and economic benefits of the site to the local economy.
With regular community engagement events taking place on the estate, we wanted to showcase the support BioMed Realty shows to the life sciences community in the UK.
We also produced a shimmering celebration of BioMed’s 10th UK anniversary, in the form of a 5-minute short film. This was screened during a highly attended gathering at King’s College, University of Cambridge, in spring 2023.
The results
Our activities enhanced Granta Park’s profile considerably, helping to promote events both within and beyond the venue and foster goodwill towards BioMed’s presence and positive impact in and around Cambridge. Instagram provided a superb platform for showcasing stunning visuals found around the park, growing from 0 followers to 150 within a year of launch.
LinkedIn saw a 606% increase in followers from October 2022 to December 2023, fuelled by engaging content that spoke directly to the needs of the life sciences market, and bolstered understanding of the organisation’s place within the UK life sciences ecosystem.
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