VIP by DRP
New Program Branding, Messaging, Website, Ad campaign, Media Relations
A Site to See
Making the way for exceptional business opportunities
that fuel job creation and economic growth.
Opportunity
When DRP decided to launch its Verified Industrial Properties program and online portal, CRIMSON was there to develop impactful messaging, research, strategy and the creative messaging idea to drive it all. DRP is working to remove obstacles that may deter site selectors from choosing the Detroit region for new industrial opportunities. The challenge: how to spread the word about the incredible opportunities and attract more businesses to the 11-county metro area.
Advocacy
We dove headfirst into researching what other markets were already doing and what is most effective in the economic development space. With our goal of announcing the program and driving sites & selectors to the online portal, we developed the branding, creative assets, go-to-market strategy and complemented it all with media relations outreach. We knew that to truly make an impact, we had to come up with an idea that packed a punch – and that’s how “A Site to See” was born. It’s not just a tagline; it’s a testament to the power of the portal in reducing red tape and the strength of Detroit’s real estate inventory.
Transformation
CRIMSON’s job wasn’t easy – we had to reach two very niche audiences: real estate land owners/brokers and site selectors. Thanks to our targeted campaigns, VIP by DRP has seen significant lead development and increased brand awareness. Since its launch last fall, the portal has seen a 300% increase in web traffic, engagement and site listings from August 2022 to March 2023. With a successful launch in a complicated market, VIP by DRP is supporting the Detroit region’s competitive advantage.
