Objective:

Impact PR & Communications (IPR&C) was tapped by Reynolds Asset Management (Reynolds) to be its primary agency for public relations and communications support in the communities Reynolds invests and develops in. Throughout its engagement with Reynolds, IPR&C has utilized a variety of traditional earned media, community outreach and fresh thought leadership initiatives supporting the firm in elevating its presence in target markets, including New Jersey, New York and Florida, in addition to its westward expansions in Ohio and Louisiana, and further positioning Reynolds as a leader in the commercial and multi-family housing real estate space.

Strategy:

With no shortage of news to share IPR&C:

• Identified the projects, developments and other company-wide news announcements that would have the most meaningful impact on Reynolds, are aligned with the firm’s goals and would assist in furthering the message of its geographic expansion.
• Launched an in-depth research initiative that identified target media outlets in current and future project markets, developed a rapport with reporters in those respective regions, and identified elected officials, representatives, diplomats and other economic development and business leaders in each region to assist the firm with introductions to key decision-makers and stakeholders as it pertains to its investments.
• Crafted and disseminated press releases on a regular cadence around groundbreakings, acquisitions, redevelopment plans, construction completion, refinancing news during a challenging economy, as well as leasing efforts for the firm’s multi-family housing projects. Following dissemination, the team conducted thorough follow-up pitching efforts with key reporters to secure media interest and executive interviews.
• Acted as a liaison with third parties, such as lenders and leasing agencies, to ensure all communications and marketing efforts were aligned.
• Assisted in event coordination and execution for groundbreaking and ribbon-cutting ceremonies in New York and New Jersey consisting of: cultivating VIP invite lists, drafting of invitation copy, securing vendors such as photographers and food and beverage entities, distributing press materials such as media advisories and post-event announcements, coordinating with local chambers of commerce, ideating around on-site activations and attendee gifts, as well as providing on-site support during the events.

Results:

Since working with Reynolds, IPR&C has proactively garnered more than 75 media placements in both regional and national consumer and real estate publications such as ROI-NJ, Real Estate New Jersey, Mid-Atlantic Real Estate Journal, The Trentonian, Traded: New Jersey, NJ Biz, NEO Trans, The Poughkeepsie Journal, My Central Jersey, as well as national outlets including The Real Deal, Real Estate Weekly, Yahoo News, RE Business, Multifamily & Affordable Housing Business and Multifamily Executive.