St. John Properties
St. John Properties changes its name – timing is everything
After 34 years in the commercial real estate business, MIE Properties, Inc. decided to change its name to St. John Properties, Inc. LH&A devised a comprehensive marketing communications plan to inform its key audiences – including employees, investors, its more than 1,500 tenants and the real estate brokerage industry – about the changeover.
Because the name change coincided with the company's move to a new corporate headquarters – as well as a slight shift in overall focus – we pursued the theme "Timing is Everything." We conducted preliminary research among the commercial real estate industry to obtain ideas on how to unveil the message.
All creative also involved around the new corporate logo for St. John Properties, because this would become the most recognizable element of the new name. Tenants – scattered among five states – received a letter from the company president explaining the name change, along with a keychain with the new name and logo emblazoned. The direct mail envelope carried the message "A key announcement from MIE Properties. Please open immediately."
Real estate brokers received a large box with a message explaining the name change, contained in a direct mail piece that resembled the new logo. A desk clock was also included featuring the new logo on the faceplate.
This campaign was honored by the National Association of Industrial and Office Parks as the "best marketing campaign" for 2006, and the direct mail effort won first place from the Public Relations Society of America.