Case Study : Public Relations

POSITIONING AND PROTECTING AN INDUSTRY LEADER

Situation: The Buccini/Pollin Group, the region’s largest privately held real estate acquisition, development and management company, hired AgileCat in mid-2006 to help raise the profile of the company’s work both regionally and nationally. As the people who are single-handedly rebuilding Wilmington, Delaware through office, residential, mixed-use and parking developments, and growing further into Pennsylvania, New Jersey and beyond, they are a veritable real estate powerhouse.

Agile Action: To truly get to the heart and soul of the business and its people, AgileCat PR conducted our “Agile Immersion” meetings with Buccini/Pollin Group executives from Washington, DC, Wilmington, DE and New York City. From these initial Immersion meetings, the AgileCat PR team was able to identify the true brand strengths of Buccini/Pollin, the goals for PR that would best serve their needs, and the most compelling stories and appropriate media targets to achieve those goals. With the foundation in place, we set a timeline for stories and with a combination of phone calls and e-mails, we aggressively engaged the media to set informational meetings, place feature stories and position Buccini/Pollin Group executives as experts available for comment on all things real estate. We continue to meet regularly with Buccini/Pollin Group executives and the internal marketing team to keep stories fresh and assure the goals are not only being met, but exceeded.

Agile Result: Since engaging with AgileCat, the Buccini/Pollin Group has seen feature story coverage and quote inclusion in the Wall Street Journal, the Philadelphia Business Journal, the Washington Business Journal’s On-Site Magazine (real estate special publication), Multi-Housing News, NJ/PA Real Estate Journal and GlobeSt.com. Additionally, Buccini/Pollin Group executives have had both phone and face-to-face meetings with target members of the media, building relationships that will continue to benefit both parties as the business grows and news happens.

The Numbers: Since beginning with AgileCat, the Buccini/Pollin Group has received more than 3 million media impressions, effectively raising awareness of the business, its people and projects and positively positioning them among their target audiences in mainstream national, regional and vertical media. The value of the strong relationships we are building between Buccini/Pollin and appropriate members of the media are immeasurable.