Pan Am Equities, one of Manhattan’s preeminent developers and managers of residential properties, came to The Spark Group to create an online presence that would allow the brand to interact more closely with its residents. Pan Am wanted to create a way to easily communicate with its residents to help foster more positive relationships while talking to them about all of the best that New York has to offer.
We set out to develop several social channels by which Pan Am could open up lines of communication with its residents. These social platforms give residents multiple touch points with the Pan Am brand, where Pan Am can share curated content and local news that is pertinent to the individuals living in its buildings.
Website Design and Development.
Pan Am also partnered with The Spark Group to create a website that would serve as the central hub to host Pan Am’s portfolio and community. The website’s main goals are to allow prospective tenants to learn more about each of Pan Am’s buildings and availabilities, and to keep current tenants engaged with the happenings in their buildings and neighborhoods. We created the website as a one-page scrolling site hosting a sticky menu on scroll– the website provides an intuitive UX experience to guide users on the journey of Pan Am’s history, portfolio, availabilities, frequently asked questions, property collections, community, blog, affiliates (The Kimberly Hotel, New York Health & Racquet Club, and The National Road Safety Foundation), Ambassadog Project, and contact form (which forwards emails to specific departments and responsible parties). The site also encourages visitors to follow Pan Am throughout all of their social channels, where tenants can use the most convenient method for them to get in touch with Pan Am and voice any requests, questions, or potential maintenance issues.
The Spark Group also started a monthly email newsletter campaign with Pan Am called “Pan Am Fresh.” These newsletters highlight individual Pan Am buildings, recent Pan Am blog posts, and local neighborhood businesses, as well as featuring individuals on the Pan Am team who contribute to the community in unique ways. We optimize these newsletters to be viewed on various screen types- desktop, tablet, and mobile phones so that people could convert at home, in the office, or on the go.
The Spark Group posts updates to Pan Am’s Facebook, Twitter, Instagram, Google +, LinkedIn, and Pinterest accounts to interact with residents across all social channels. On these social channels, Pan Am shares information about local building and neighborhood events to keep residents up to date on the Pan Am community happenings. We also share content to keep residents informed of general events around New York.
To help potential residents truly get a feel for Pan Am buildings, we integrated video marketing into our online strategy. These videos highlight the numerous amenities and features of several Pan Am properties and answer many questions that a renter would ask.
Together, The Spark Group and Pan Am work to keep the website up-to-date for its community– constantly updating any recurring questions, property updates, and blog with company news and prominent NYC events. Being able to speak directly to residents has improved customer service, loyalty, and engagement.
“The partnership between Pan Am Equities, Inc. and The Spark Group has grown substantially over the past few years. They have created for us a strong, online corporate presence. The TSG team has helped to finesse the way we communicate. Their work ethic and genuine care for the success and growth of their clients is unsurpassed. By developing and producing our videos and photo shoots, designing our property websites, writing and editing our newsletter, and establishing our social brand on communication platforms, The Spark Group redefines excellence.”
– Geraldine Foley, Pan Am Equities Inc.