Creating Community Through Content and Social Media Marketing

Colonnade BridgePort is a full-service real estate investment and management company trusted by clients and tenants throughout Ontario. After undergoing a rebranding, the company engaged Anamorphiq to develop and execute a content marketing strategy – initially for two of their residential properties in Ottawa, Hintonburg Connection and Westboro Connection, and then two more, Station27 and The Recital.

Our Engagement

The Challenge

Colonnade BridgePort’s residential properties are located in some of Ottawa’s hippest, most vibrant neighbourhoods. The company’s rebranding offered an opportunity to give the properties’ social channels the same vibe as the neighbourhoods they were in. Anamorphiq was engaged to do just that: create a content strategy that would position the properties as part of the community and create connections between residents, their neighbours, and their neighbourhood.

The Objective

Showcase the Colonnade Bridgeport properties as desirable places to live
Build community within each property
This wasn’t about driving social media engagement for its own sake; it was about creating engagement among neighbours and within the buildings themselves.

The Approach

Our strategy was all about ‘discover local.’ We set out to create a buzz around the events, festivals, concerts, and markets, as well as the restaurants, bars, art galleries and other businesses that make the local neighbourhoods hip and happening. We used social media to spotlight places to go and things to do, all close to home. We also shared news and initiatives about the properties themselves, like updates on each building’s urban beehive, holiday gingerbread decorating contest, and charity drives. And we tailored the content for each property, customizing it to match the interests and demographics of the people who live there.

The Results

Fostering a sense of connection and community through social media has helped Colonnade Bridgeport establish a positive relationship with current tenants and the neighbourhoods. It also complements its additional marketing efforts to attract new tenants. After all, who wouldn’t want to move into a friendly, vibrant property?