Making Real Estate Economics Matter to Millions of Californians

  • Industry

    • Nonprofits/Institutions
    • Real Estate
  • Services

    • Brand Awareness & Enhancement
    • Content Generation
    • Media Training
    • Thought Leadership
    • Strategic Communications & Media Relations

The University of Southern California Lusk Center for Real Estate comprises many of the world’s foremost real estate economists and educators. Its mission is to advance real estate knowledge, inform business practice, and address timely issues that affect the real estate industry, the urban economy, and public policy. Among the center’s frequent research offerings is the Casden Multifamily Forecast, which measures average rents and apartment vacancies across Southern California.

The Challenge
THO identified that the forecast was simply not reaching the right audience. THO decided to establish the actual forecast itself as a thought leader and information source for not only real estate professionals, but also the larger Southern California population.

The Solution

THO reimagined the Casden Forecast’s media materials to sharpen their focus and apply the data and forecast models to the current affordable housing crisis in Southern California.  During this particular year, THO identified that each of the regions analyzed – Los Angeles County, Orange County, Ventura County, San Diego County and the Inland Empire – could expect triple-digit increases in monthly apartment rents over the following two years. The real story became one of affordability – a true departure from the days when media coverage focused on the data’s impact on developers and practitioners.

THO’s plan focused on meeting the following objectives:

  • Work closely with Casden Multifamily Forecast authors to identify news angles specifically related to affordable housing;
  • Identify and target reporters and editors who provide fair and objective coverage of the affordable housing shortage in Southern California; and
  • Engage in an intensive media relations program to communicate with key targets in the weeks leading up to the Casden Forecast’s release.

Results

THO’s campaign resulted in nearly 50 media placements with national and local print and broadcast media, as well as real estate and other trade publications.

On day one of the forecast’s unveiling, the USC Lusk Center was supported by coverage in the Los Angeles Times, San Diego Union-Tribune, Orange County Register, and dozens of other high-profile print publications; every local television station, including KABC, KCBS, KTLA and KNBC; multiple 24-hour news radio stations and National Public Radio affiliates; and, of course, dozens of real estate trade outlets.

Takeaways

Any important news item requires a thorough and fastidious assessment of which of its elements are most compelling and most impactful.  Creating a strategic plan that ensures the news item hits the marketplace in a way that supports an organization’s goals while making forward progress is paramount.

In this case, THO identified the high value of the Casden Forecast’s impact on renters, and created a larger – and more national-centric – news story on how affordable housing dictates movement within the broader Southern California marketplace.  



The Hoyt Organization

Boosting Recruitment by Promoting Company Culture

  • Industry

    • Commercial & Residential Real Estate
    • Design & Construction
    • Consumer Lifestyle
  • Services

    • Strategic public & media relations
    • Social & digital media
    • Content generation
    • Brand enhancement & awareness
    • Internal Media training

Today, recruiting and retaining top talent in the architecture, construction and engineering industries is a major challenge given the highly competitive job market. One company, Las Vegas-based Forté Specialty Contractors (Forté), decided to focus on their company culture to position their company as a great place to work. This fundamental value is what allows Forté, a specialty general contractor, to deliver the highest quality projects to some of the biggest names in entertainment and hospitality.

The Challenge

The firm turned to THO to create a program designed to attract talented employees and secure their loyalty to promote unique aspects of company culture and employee benefits, in addition to the work itself. The program used traditional media channels as well as social media tools to not only raise their overall visibility but to reach current and prospective employees.

The Solution
To support Forté’s recruitment and employee retention efforts, THO created a two-pronged external communications program, involving both media relations and social media campaigns.

The media relations program was aimed at securing profile features highlighting the CEO’s unique leadership style and company structure. The social media program consisted of generating content for dissemination across the company’s social media platforms, leveraging the credibility of earned media placements to directly reach the organization’s target audiences and include a call to action.

This two-pronged approach was designed to meet the following objectives:

  • Increase awareness of Forté’s unique company culture and structure
  • Communicate to current and potential employees that Forté values its team members
  • Demonstrate that Forté works on cutting-edge projects and is a leader in the industry, making it an exciting place to work

Results

As the number of media outlets covering the ACE industries is limited, THO crafted pitches highlighting Forté’s many areas of in-house expertise to source additional opportunities in publications of diverse subject matters.

The campaign resulted in several profile features highlighting the CEO, his unique management style, the company itself and its many groundbreaking projects. Earned media placements appeared in key regional and national outlets, including those focused on business and finance, construction, hospitality, design, theme parks and more, positioning the company as a leading expert and effectively widening its reach into the pool of qualified and talented industry professionals.

The social media program resulted in a 42 percent increase in LinkedIn followers and a 35 percent increase in Facebook followers. Additionally, the program resulted in multiple employment inquiries and increased positive social engagement among existing employees.

Takeaways

When leveraging content for dissemination via social media, ensure that the tone and information offered are appropriate to each individual outlet. When seeking to boost recruitment efforts, determine what differentiates a company and its leadership from competitors and highlight that. Finally, to expand the reach of a company to its target audiences, find ways to appeal to a variety of audiences outside the “usual suspects.”

The Hoyt Organization

How Can We Help?

Make us your first call if you’re launching a new product or service, re-branding or encounter a need for media relations or crisis communications. We’re here for you:

  • Targeted PR
  • Strategic Communications
  • Social & Digital Media Strategies
  • Crisis Communications
  • Marketing & Design