Unveiling Innovation at Schuylkill Yards
Media relations for a master planned development 20 years in the making
Just one month before the unveiling of the one of the largest developments in Philadelphia’s history, Brandywine Realty Trust and Drexel University tapped Brownstein Group to support media relations for the project, Schuylkill Yards. The 14-acre master planned innovation neighborhood in University City will eventually consist of 5 million gross square feet of mixed-use real estate. A landmark project for Brandywine, Drexel and the City of Philadelphia.
A brief history on Schuylkill Yards…the development project is the culmination of a great vision in urban planning that Drexel University set its sights on nearly 20 years ago. After compiling parcels of land around its campus and Amtrak’s 30th Street Station, in 2015, Drexel University launched a national search for a master developer to put its vision for Schuylkill Yards into action. Philadelphia-based Brandywine Realty Trust was selected, and the announcement of the Drexel-Brandywine partnership and Schuylkill Yards master plan was set for March 2, 2016, at a high-profile launch event.
Brandywine Realty Trust
The Media Relations Master Plan
BG wasted no time getting fully immersed in the details on the projected 20-year development plan for Schuylkill Yards. This required close collaboration with key project stakeholders including Brandywine, Drexel, SHoP Architects (master plan architect), West 8 (landscape architect), as well as other development partners.
In just one week, BG created a strategic media relations plan to capitalize on the March 2nd master plan announcement by securing earned media that advanced the Schuylkill Yards project, promoted Brandywine’s positioning within the project and supported qualified commercial, retail and residential tenant leads. To do this, BG took a multi-pronged approach focused on local Philadelphia media outlets, as well as commercial real estate and architecture industry outlets.
The details of the announcement were kept under wraps prior to event. BG invited reporters to attend the event and scheduled on-site interviews to ensure a flood of coverage coincided with the announcement.
Schuylkill Yards Shines In The News
20 Days 78 Media Placements
In just 20 days, BG secured 78 media placements in top regional and industry media outlets. Nearly every news outlet in Philadelphia covered the announcement, including the Philadelphia Inquirer (front page story), Associated Press, Philadelphia Business Journal, Philadelphia Magazine, 6ABC, Fox29 Good Day Philadelphia, NBC10, and KYW-AM, among others. Coverage also appeared in key industry trade outlets including, Commercial Property Executive, Multifamily Executive, Globest.com, REIT.com, Architect’s Newspaper, ARCHITECT, Deezen Magazine and Arch Daily. Nearly every piece of coverage included one or more rendering of the project. Media coverage around the initial announcement was a huge success and coverage continued to run throughout the spring.