Case Study: Setting the Bar with a Successful Media Event

Client:

The Settings Development Companies, LLC (2006 - present)

Assignment:

Residential real estate developer, The Settings, turned to Jackson Spalding with only four weeks until the launch of its first development in Black Mountain, N.C. To successfully carry out its grand opening sales weekend, the company needed an aggressive media relations and event management plan.

Strategy/Implementation:

Jackson Spalding immediately began working its existing connections with local and statewide media. We managed and publicized the events of the entire launch weekend. To kick off the weekend, we held a media and V.I.P. luncheon to build local interest and goodwill. At the luncheon, The Settings presented a $40,000 donation for a much-needed indoor soccer facility for the community. In order to further attract members of the media, we offered SUV tours of the mountain property following the lunch. City council members and the mayor also attended and presented soccer balls with The Settings logo on them to city council members, providing a great photo opportunity for local and trade publication reporters. We conducted a media training prior to the event so that all the presenters would be prepared with talking points.

Results:

Nearly a dozen reporters attended the event, and in turn wrote glowing articles on The Settings and its new development in all the local newspapers. The news was also featured with a live radio interview. The client was thrilled with the outcome and selected Jackson Spalding to repeat the process with The Settings’ second development in South Carolina.