JLL marketing group develops winning strategy for SHIP

The Silicon Heartland Innovation Park (SHIP) presented a unique industrial mixed-use opportunity that required a strong and clear brand and messaging strategy to help users understand and visualize the offering.

A property designed to complement the economic development goals of the city, the team understood the importance of positioning SHIP as a tech-enabled site without alienating traditional industrial users. In addition to the 1 million square feet of ground-up space, the property also included 60 acres of land for sale.

The developers reached out to JLL to develop and execute a strategic marketing plan by leveraging the expertise and partnership of the local brokerage team and regional in-house marketing team. The results are a compelling package of marketing collateral, events and digital tactics that led to unprecedented leasing (and sales!) success at SHIP.

Developing a compelling narrative that clearly outlined the offering was critical to the success of SHIP. As the Silicon Heartland Innovation Park was such a unique, ground-up offering, it was important to create a clear story for users in the market. A video with 3D renderings and extensive mapping were integral in telling the story to out-of-state viewers who were unfamiliar with the area and development. Considering New Albany’s focus on tech development, a tech-centric brand was also crucial for conveying SHIP’s message. Desk drops, meeting brokers and economic development professionals in-person, construction update videos, email campaigns and more all had a hand in bringing this development to life and making it a success.

SHIP has been one of the most successful projects for the JLL Columbus industrial team. With two buildings totaling over 625,000 SF fully leased, and 60 acres of land sold for a record price, SHIP has been one of the most successful projects ever for the JLL Columbus industrial team.

In the world of commercial real estate, success is often achieved through the collaborative efforts of a highly skilled and dedicated team. The exceptional property marketing and creative teams at JLL played a pivotal role in the success of Silicon Heartland Innovation Park. Renowned for their expertise, innovative strategies, award winning deliverables, and unwavering commitment to excellence, JLL’s property marketing and creative teams brought their collective knowledge and unique skillsets to successfully transform SHIP into a shining example of JLL’s capability to surpass client expectations and deliver exceptional results in property marketing.