In the hyper-competitive commercial real estate world, it can often be difficult for firms to make a name for themselves in new markets. Our Matawan, NJ-based client, Denholtz Associates, had been active in the Florida market for decades but with the acquisition of several large properties over the past couple of years, they were looking to aggressively position themselves in the market as a leading operator and investor in office buildings.
In recognition of this, the R&J B2B team engaged in a proactive media relations campaign to build relationships with the largest and most influential business and news publications in Denholtz’ target markets of Tampa and Orlando. R&J created press releases to announce acquisitions, renovations, new leases and other news to speak to Denholtz’ expertise and vision these markets. R&J also worked directly with members of the local media to introduce them to Denholtz Associates and offer executives as sources on the leading topics within the markets.
This multi-pronged media relations strategy enabled the R&J team to secure an interview with Denholtz CEO Steven Denholtz for a story on the firm’s marquee office building in St. Petersburg, Fla in Tampa Business Observer. Tampa Business Observer is the leading business publication in the Tampa area and reaches 20,000 readers each week with their print edition and another 45,000 each month on their website.
R&J also leveraged the media placement across Denholtz’ social media pages, generating thousands of additional impressions for the client.
A large percentage of commercial real estate public relations campaigns typically mean sending out a press release with transactional details to a media list and moving on to the next one. The R&J B2B team recognizes that although this might lead to some placements, it doesn’t help move the needle for our clients. Through executing an integrated communications strategy across earned and shared media in the Florida market, we were able to help our client position themselves as influential member of the business community and a voice worth listening to. This is just one example of how R&J makes a difference for our clients on a daily basis.