Just one month before the unveiling of one of Philly’s largest-ever development projects, Schuylkill Yards, Brandywine Realty Trust and Drexel University tapped BG to spread the word. In just 20 days, we secured 78 media placements about the 14-acre master-planned development that was 20 years in the making.
BG wasted no time getting fully immersed in the details on the projected 20-year development plan for Schuylkill Yards. We collaborated with the key stakeholders (Brandywine, Drexel, and both architecture firms) as well as other development partners. Within a week, we had a strategic plan that would capitalize on the launch event by securing earned media that advanced the project, promoted Brandywine’s positioning within it, and supported qualified commercial, retail, and residential tenant leads.
Our media strategy involved a multi-pronged approach, focused on local Philadelphia outlets as well as commercial real estate and architecture industry outlets. We built suspense around the launch event, keeping details of the announcement under wraps prior to the big day. Then we invited reporters to attend the event and scheduled on-site interviews to ensure a flood of coverage coincided with the announcement of the master-planned development.
Nearly every news outlet in Philly covered the announcement, including the Philadelphia Inquirer (front page story), Associated Press, Philadelphia Business Journal, Philadelphia Magazine, 6ABC, Fox29, NBC10, KYW-AM, and more. We also secured coverage in key industry outlets such as Commercial Property Executive, Multifamily Executive, Globest.com, REIT.com, and Architect’s Newspaper, among others. Almost every piece of coverage included renderings of the impressive project, and after the success of the initial announcement, coverage continued to run throughout the spring.