Situation:

In 2021, life science real estate development was a strong and growing market. Lendlease wished to establish a thought leadership position in life sciences in order to highlight their global expertise and long history of distinguished projects and partnerships in the industry. Furthermore, Lendlease had a deep portfolio in construction for major pharmaceutical companies, academic science centers and life science manufacturing projects that they wished to highlight, especially in New York City and other targeted markets throughout the United States. .

Action:

Phase I:
NJK+A worked with Lendlease’s marketing professionals and practice leaders to evaluate Lendlease’s marketing approach and materials, aligning its strengths and unique attributes to the latest trends in technology, science and medicine.

NJK+A conducted a seminar for Lendlease’s marketing and design professionals on the latest trends in technology, life science and healthcare, to shape Lendlease’s unique perspective, with a goal of identifying those innovative trends and topics that will influence the science and healthcare industries and Lendlease’s clients.

NJK+A facilitated a strategic planning session with Lendlease’s marketing professionals and practice leaders to define a Thought Leadership Program.  This included identifying the program content, Lendlease projects, and technologies to be highlighted in such a Thought Leadership Program. The session focused on the questions clients are asking and the knowledge they are interested in.  It defined the mechanisms of a Thought Leadership Program, such as quarterly events with interesting industry speakers to begin in 2022 and an editorial calendar for online/printed content to supplement the event calendar.

NJK+A delivered the agreed upon Thought Leadership Program to Lendlease, as a finished product.

Phase II:
NJK+A worked with Lendlease’s marketing professionals and practice leaders to plan and execute a Virtual Symposium (due to the Pandemic) entitled, “Building on Our Past, Innovating for Our Future,” with supporting content and a media plan.  Invitees included current and prospective clients, developers, building owners, financial institutions, engineers and design professionals, as well as scientific and academic leaders across New York City, and nationally.

Results:

NJK+A designed a Thought Leadership Program that would tap into the talent, experience and passion inside Lendlease to address the biggest questions and topics of interest to Lendlease’s medical and life science clients, potential customers and target market. The Thought Leadership Program was designed to differentiate Lendlease by establishing the firm as an authority on the latest developments in technology, science and healthcare, with a unique perspective on how this affects the built environment. The program enabled Lendlease to become part of a conversation early and allow potential clients to get to know the firm. This ensured that Lendlease naturally sits top of mind when a client is considering a potential new project in science and healthcare needing new technological/workplace/healing approaches.

The Lendlease Symposium, “Building on Our Past, Creating for Our Future” was highly successful, attracting over 100 attendees and nearly 300 registrants, while generating thoughtful questions and dialogue.  The event was videotaped allowing Lendlease to share with a wider audience. 

Phase III:
This work informed the efforts of a Life Science Working Group with NJKA participation and the creation of a Lendlease Life Sciences Capabilities brochure, a Lendlease Life Science Growth Initiative for New York, a Lendlease Life Science Messaging Playbook, and a Strategic Marketing & External Communications Plan.