Case Study: Trammell Crow Center Social Media

Following its completion in 1985, Trammell Crow Center has become an icon in the Dallas skyline. Standing at 708 feet tall, the building is recognized for its towering height, granite façade, and dazzling glass pyramid. Originally built as the Ling-Temco-Vought headquarters, Trammell Crow Center is home to over 1.1 million square feet of office space designed with its tenants in mind.

The story.

Trammell Crow Center has reinvented itself, ushering in a new chapter in its already rich history. A $140 million renovation brings new additions such as expansive retail space, a conference center, and modern amenities and conveniences. In 2018, Stream Realty, who manages the building, hired RBA (recently acquired by The Uptown Agency) as TCC’s digital agency of record to craft a unique social strategy to introduce the world to the new TCC in a big way.

The strategy.

Initially, the goal was twofold: create a digital presence that reflected the new and improved physical space of TCC and draw in new tenants by positively affecting the perception of the property with key decision makers in sought-after organizations- something we succeeded in, big time.

As goals have shifted and leasing is no longer the top priority (hat-tip to the Stream leasing team & their success) our strategy evolved. Now, we strive to bring people from across the metroplex to TCC and its retailers where patrons enjoy fine dining, lunch with friends, or quick coffee stops between meetings. We’re working to build a community in the Dallas Arts District unlike any other destination in the city. The unique strategy includes curating the very best in Arts District-centric content that resonates with our audiences through tailor-made content calendars for each of the top social platforms: Facebook, Instagram, Twitter, and LinkedIn.

The success story

RBA (recently acquired by The Uptown Agency) collected a list of highly sought-after tenants for Trammell Crow Center. There were eight tenants on the list, Orix being one of them. We made sure to follow and connect with all associated social media accounts, target ads directly towards Orix key decision-makers, and create an additional custom audience based on an uploaded CRM list.

We don’t take credit for Orix signing a lease, but since we were top of mind and Orix understood the benefits of offering at TCC through our digital efforts, that ultimately influenced Orix’s decision of leasing at Trammell Crow Center.