case studies
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Oxford Properties Group
“The compelling merit of the rebranding program was the significant realized benefit versus the program cost - anyone looking at what Ted effected for the money would recognize the value his efforts added to Oxford.”
- Jon Love, former CEO Oxford Properties Group
As one of North America's largest commercial real estate firms, Oxford Properties manages a national portfolio of prime office and retail premised in Canada’s major urban markets. In 1999, Oxford decided to listen closely to what its customers were saying and set out to change the traditional adversarial landlord-tenant relationship to one that was grounded in value-added customer service, building the relationship between Oxford and the people inside the building.
Brand Coach helped Oxford launch 310-maxx, a phone number and web site that was built into a branded icon representing service delivery in all Oxford buildings. The goal of 310-maxx was to maximize long term customer loyalty via tenant retention by differentiating the service accessibility, responsiveness and accountability. The initial 11-month campaign involved print advertising, in-building events and signage, direct mail communications, live mascots, ongoing customer relationship management, internet portals and press coverage and was tremendously successful in helping Oxford achieve its goal of redefining the way tenants think of their "landlord".
The evidence of results has been overwhelming. Only three months after the introduction of 310-maxx, over 89% of building occupants were aware of how to contact their property manager [up from 0.5%]. Call volume has surpassed 1000 calls per day. Tenants in non-Oxford managed buildings are calling 310-maxx asking for the service in their buildings.