Entry

Highland Bridge

Submitter:

Company:

Link:
https://highlandbridge.com/

Concept/Purpose of the Work:
Highland Bridge is a 100-acre commercial real estate development in St. Paul, MN located along the banks of the Mississippi River – the former site of a massive Ford Motor Company assembly plant. The client invested in branding to demonstrate their commitment to the project and vision for the future of the site, as well as provide the community with a name they could take into the future. The new brand also provided a springboard to launch the project with an exciting (virtual) groundbreaking event. The scope of work included research, naming, strategic messaging platform, logo and brand style elements, site marketing, direct mail, video and website.

Results of the Work:

The results of this work relate to the brand launch event, which was strategically timed with groundbreaking and key partner announcements to drive engagement with the media and community. The goal was to communicate that construction had begun and the project was moving ahead, despite the pandemic. The client also wanted to honor and thank those who had helped bring this important project to life, even though they were unable to gather and celebrate the milestone together. Results include:

  • 3086 virtual invitations sent; 8901 unique clicks (on average, each recipient forwarded the email to two people)
  • 45 news stories written locally, regionally and nationally – resulting in 66.4M media impressions
  • Opt-in email lists grew 517%
  • 39,457 social media impressions in first week
  • 9000 unique website visits in the first week
  • 4000+ unique video (groundbreaking event) views in the first week
  • Client’s residential building partner received 200+ buyer inquires in first 24 hours

How the Work Was Delivered to the Masses:
Highland Bridge was announced to the world through an integrated marketing plan that surrounded the virtual event. Details of that plan included: • Teaser emails leading up to the event to pique community curiosity for the new name and garner interest • Proactive media outreach prior to event + onsite interviews the day of • Virtual (video format) event for the public o Public invited via email lists, social media, and community associations • Website launch on day of event, directing interested parties to information and/or join one of several opt-in email lists for ongoing communication • Custom construction site marketing panels featuring the new brand (installed immediately following event) • Retro-inspired branded pennants delivered to all 300+ key stakeholders on launch day


Credits:
Yellow Truck Creative a division of Ryan Companies

Tony Silvers – lead graphic designer
Chelsea Gusek – art director
Samantha Garcia – graphic design support
Jenny Rowland – brand activation & logistics
Jamie Jansen – brand strategy
Jessica Wing – digital & website support
Angie Palomo – video logistics
Molly Hocks -- copyeditor
Heidi Schmidt – marketing support
Taylor Green – marketing support
Nick Koch – construction/site support
Will Rollo – construction/site support
Clare Scott – executive sponsor
Mike Ryan – executive sponsor
Tony Barranco – executive sponsor
Maureen Michalski – executive sponsor

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Vendors/Partners

First Impression Group - Printer
Little co. - Brand Name and Research
O8 - Web Development

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