Client: Westwood Financial Corp.
Campaign: Integrated Campaign
One of the largest privately held owner-operators of retail properties in the U.S., Westwood Financial Corporation operated largely under the radar screen for most of its 40-year history. As the company brought a new generation into the fold, it was critical that the firm raise its visibility within the real estate arena. THO developed a strong media relations campaign as part of the first phase of a multi-phase program, thus translating the firm’s goals into a workable strategy to build and maintain a new client base in targeted markets.
THO concentrated on highlighting the firm’s success by raising the visibility of key thought leaders in targeted expansion markets. This was completed through a series of interviews with regional and national reporters in national publications, websites and journals. Key placements include GlobeSt.com, Atlanta Business Chronicle and the Los Angeles Business Journal.
The second phase of the program concentrated on a strong social media program as a means of communicating directly with brokers, agents and retailers. Through a targeted outreach, WFC’s facebook followers increased by more than 95%. In the first 30 days, at least one request for investment packages came direct from the promotion. In addition, the first six months of the media relations efforts tallied more than 289 placements in targeted media outlets.
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