Elevating Allbridge’s Leadership in the Property Technology Marketplace
What were the objectives?
The property technology marketplace has grown in significant importance over the past 10 years. Whether it be hospitality properties, multifamily developments, senior or student housing, the focus has been on the technology that each site is able to provide to their guests as residents. The technology capabilities have become the new amenities game across all of these industries.
Traditionally, properties were specifically focused on voice and data connectivity. But the basic voice and internet connectivity is not meeting the demands of guests and residents alike. Allbridge, a leading provider of single-source property technology came to Escalate PR over 4-years ago looking to accomplish two goals:
- Strengthen the brand’s relevance within trending third-party discussions and publications;
- Help fuel its top of funnel sales activities through new, engaging content and contributions across key industry outlets.
Allbridge had been in business for over 20-years and through a series of acquisitions, assembled one of the industry’s only full-service prop tech offerings that meets the needs of today’s guest/resident while providing the new “amenities” people are looking for. But after our initial engagement and review of their solutions and past work, it was clear to us that there was a much bigger story to be told. A story that would elevate and separate Allbridge from the competition and turn the focus towards more operational, strategic possibilities through one’s work with Allbridge.
What was the strategy?
To address the new possibilities found from the Allbridge approach and its solutions, the Escalate team embarked on a messaging narrative update that would better align the true impact properties were able to witness through their work with Allbridge and the changing expectations of guests and residents today.
Through a number of conversations with the team at Allbridge, we uncovered that more questions were coming up from prospects and customers about the interconnectedness of their full IT suite – from security to customer service to the guest experience. From this, our team was able to identify key themes that would resonate and be present in all of Allbridge’s marketing communications efforts moving forward – from ‘Demand Divide’, ‘Tenants of tomorrow’, and ‘Room to Roam’, the messaging exercise conducted by Escalate brought forward some of the more topical and relevant issues to property owners, managers and developers.
In conjunction with the messaging work, our team worked closely with key industry stakeholders to elevate the story around property technology. We were able to bring in more perspectives and approaches as it relates to the Internet of Things (IoT), cybersecurity, and self-service. All of which are near mandates for the consumers that Allbridge’s portfolio of clients serves on a daily basis.
