50 West Street Case Study

By Jennings Public Relations & Advertising

Background Summary

New York-based developer Time Equities, Inc. hosted a groundbreaking event June 23, 2008 to celebrate Lower Manhattan's newest green residence and boutique hotel, 50 West Street. Designed by world-renowned architect Helmut Jahn, the $600 million, 580,000-square-foot mixed-use skyscraper anticipates LEED-Gold certification upon its completion in 2011.

Sustainable technologies utilized by the eco-friendly building will include a green roof, water-efficient plumbing fixtures, automated blinds and energy control systems. Demolition waste will be recycled, and the new construction materials will be sustainable and rapidly renewable. The 65-story tower will feature an energy efficient glass facade to promote use of daylighting and filter UV rays.

© Confidential and property of Jennings Public Relations & Advertising 2008

50 West Case Study

Challenges

1. A highly focused and targeted social media campaign with a powerful video component to engage top sustainable building communities.

2. Organically reach key communities to preserve the exclusivity of the campaign and create an online groundswell.

© Confidential and property of Jennings Public Relations & Advertising 2008

Marketing Challenges

Social Media Campaign and Professional Video

Jennings Public Relations & Advertising, Inc. launched a comprehensive social media relations campaign and produced a professional video to create a groundswell within the online space.

• Identified keywords for search engine optimization.• Performed an online assessment to indentify key influencers.• Engaged top bloggers by participating in the online conversation.• Developed a multimedia press release with digital photos and video components for distribution among the top ranking news and content sharing sites.• Produced and viralized a professional video for distribution among niche online communities.• Pitched to top bloggers for exclusive rights to the video.

© Confidential and property of Jennings Public Relations & Advertising 2008

Solution

Jennings Public Relations & Advertising produced a professional viral video of the 50 West Groundbreaking Event. The video was showcased on five targeted video sharing sites.

The video was viewed more than 1,500 unique views across those video sites.

© Confidential and property of Jennings Public Relations & Advertising 2008

Groundbreaking Viral Video

JPRA engaged online influencers to create a powerful groundswell, targeting sustainable building blogs, industry blogs and lower Manhattan/NYC blogs.

greenbuildingsNYC Jetson Green The Green Meeting ENN: Environmental News Network

Contractor Headlines Scott’s Weblog Fair Home The Green Blog© Confidential and property of Jennings Public Relations & Advertising 2008

Blog Placements & Pickups

The site reaches more than 4,500 unique visitors monthly.

© Confidential and property of Jennings Public Relations & Advertising 2008

Blog Placements & Pickups

Currently the site serves an average trendy green audience of more than 2,300 daily RSS readers and more than 60,000 monthly unique visitors.

Many of the readers include bloggers, journalists, architects, designers and other professionals.

© Confidential and property of Jennings Public Relations & Advertising 2008

Blog Placements & Pickups

This site serves a vibrant community of environmental decision makers and has an estimated monthly traffic of more than 41,000 unique visitors from the United States.

© Confidential and property of Jennings Public Relations & Advertising 2008

Blog Placements & Pickups

JPRA developed a multimedia press release and sent it out via an online distribution platform. The release included highly-searched key phrases and targeted content. The tone of the release was geared toward capturing the interest of industry related individuals.

Link to the viral video

Photos and Graphics within the release

Highlighted links directing traffic to the video and the company’s website

© Confidential and property of Jennings Public Relations & Advertising 2008

Multimedia Press Release

The multimedia press release was picked up on several leading online news wires.

Reuters MarketWatch Futures and Commodity Market News Stock Analyst International Business Times

Topix Congoo Newstine babbledog © Confidential and property of Jennings Public Relations & Advertising 2008

Search Engine Activity

© Confidential and property of Jennings Public Relations & Advertising 2008

Wall Street Journal Online

SMR Pickups

The multimedia press release was picked up on several leading online news wires.

Thank You

Jennings Public Relations & Advertising