We were brought in to inject fresh energy into the scheme, with the client ready to take a more modern, data-driven approach to their marketing. Nearby Birmingham occupiers typically stay within city limits, making it difficult to attract new demand, so we needed to look wider and think smarter.

We focused on businesses actively considering a move beyond their current patch. We widened the catchment to Leicester, Nottingham, Derby, and Kettering, prioritising organisations showing clear signs of relocation readiness, upcoming lease events, company growth, and size requirements that aligned with the building’s offering.