Mark JuleenJ.C. Hart Company &
The Resident Connection
Apartments & Neighbors
• Outreach 180◦ (WIIFM)• Memorialize It• Map It• Broadcast It• Measure It
Outreach 180◦ (WIIFM)
Live the Life
Benefits of Outreach 180◦?
• Actually talking to business owners/managers
• Leasing teams more confident• Something for you take away vs.
just leaving something behind• Actually building a relationship
to follow up on
Memorialize ItBlogging & The Resident Hub
Featured Business
Community News
Map It
Share Their Info
Coupons
Broadcast It
Facebook Can Be Your Radio Station
People May Surprise You
This isn’t Field of Dreams
It’s Probably More like The Land of Make Believe
Measure It
Analytics Year over Year• Overall website traffic up over 35%.• Absolute unique visitors up 30%• About half of that increase attributed to new
properties added• Majority of other increase from organic
search via Google, Bing, Yahoo!, or other local search engines
• Facebook “Likes” increased 191%• Facebook referral to websites increased 70%
Keyword Analytics
Google Searches
Keyword Analytics
Summary
• Outreach 180◦
• Memorialize your efforts• Map your neighbors• Measure what you can• Be a better neighbor
The Thank You Economy
Twitter - @mbj
MarkJuleen.com
TheResidentConnection.com
facebook.markjuleen.com
Jamie Gorski• Senior Vice President,
Corporate Marketing, The Bozzuto Group
• Provides strategic marketing direction for Bozzuto’s six companies
• More than 27 years of multifamily marketing experience
• B.S. in mathematics from Ohio State University
PR Rising
PR’s strategic importance is rising to new heights.
World’s biggest advertiser demonstrates PR’s value
Procter & Gamble, the world’s largest advertiser with over 400 well-known consumer brands, concluded an in-depth, 18-month study of their marketing tools and tactics. The result? P&G found that public relations more than any other discipline provided the best ROI within the company’s vast marketing mix.
What are the benefits of distributing a news release?
• Reach media outlets locally, nationally & online• Reach investors and prospective partners• Get your message in front of potential customers• Increase traffic to your website through search engines
What are the benefits of distributing a news release?
•Enhance credibility•Obtain media coverage•Increase chances of viral marketing•Reach social media and bloggers•Increase leasing
When should I issue a news release?Consider the following examples:
•New product – community, service, trend•Significant modification to an existing asset•Changes in corporate identity, such as company name or logo•New marketing, operations, and training tools•Joint venture
When should I issue a news release?
• Changes in corporate structure (new division or subsidiary)• Corporate opinion (opinion on industry trends)• Features• Events (open houses, trade show involvement, speaking engagements, award ceremonies)• Awards• Campaigns
What is a multimedia news release?
Deliver your news in a multimedia format blending video, audio, text, logos, photos and related documents into a dynamic HTML platform. Existing video and audio footage from launches, communities and CEO presentations can be visually packaged with text, photos, hyperlinks, relevant documents and more to help expand the reach of your news.
Should I use visuals (photos, videos, audio) when distributing a news release?
Incorporating photos or video with your release can increase your visibility with media or consumers. Photos and videos should be compelling, and complement and support your news release.
Will press releases increase my search engine visibility?
Yes. You can increase the likelihood that a news release will be found by search engines, and thus, be more accessible to key audiences (media, analysts, clients, prospects) searching for information on the Web.
How can I use social media in my PR efforts to generate visibility for my company?
How can I use social media in my PR efforts to generate visibility for my business?
•Blog search services such as Technorati and Google BlogSearch search millions of blogs and allow our clients to see which blogs have mentions or links to their releases.
•Blog services such as Blogger, Wordpress and TwitThis allow bloggers to link to a story from their blog.
•
Should I include bloggers on my media list?
You can gain exposure by promoting your message to bloggers. You will soon understand who covers your market the best and who to pitch your story to.
LOCAL/GREEN BLOGS – goinggreendc.com
LOCAL/GREEN BLOGS
LOCAL/GREEN BLOGS – www.dcist.com
Four main differences between reporters & bloggers
• Bloggers are self-made• Bloggers are time-starved• Bloggers need traffic and influence• Bloggers want to co-create content with
you
.
PUBLIC RELATIONSJust a few low-cost, effective tactics:
• ProfNet (A PR Newswire service) – member resource for reporters to find news sources
• HARO (www.HelpAReporterOut.com)No such thing as free PR? Over 50000 journalists use
HARO to locate experts for on-air interviews, article quotes and more.• Twitter (reporter queries)
PUBLIC RELATIONS
Electric Vehicle Charging Stations• Important to our company• Low-cost• Easy to install• Scalable• Tax credits available in many states• A differentiator• NEWSWORTHY
The Fitzgerald Green Brochure
Press Event Results• ~50 people in attendance • Day before the event, local FOX affiliate conducted
live broadcasts every 30 minutes from 5am - 10am• CBS and NBC affiliates attended live press
conference• Received more than 12 broadcast news segments
in addition to print articles by the Baltimore Sun and The Examiner
78
Respond to all customer service inquiries…
ApartmentRatings.comReviews – Apartment Ratings
Develop a PR Strategy
Focus on PR
Understand the challenge that needs to be overcome, effectively linking all Social Media channels together, using both Digital and Traditional PR tactics, and watch the positive results.
Focus on PR• Develop a PR plan• Integrate with all marketing channels• Forget your press kit create a PR site
and online press releases with photos, videos, QR codes, etc.
• Enhance your media list and include bloggers
• Track mentions & reputation
Consider every possibility
Partnerships and Public Relations
Presented by Lisa Trosien
Starbuck’s
Drive-through lane
It’s About Opportunities
Marketing…In the beginning
Only ½ the story.
Relationship building completes the process.
How do you go from
good to great?
Selecting a PartnerLook for:
•Common customers
•Common marketing needs
•Complimentary products or services
If NASCAR and leasing had a love child
Remember, it’s about
opportunities…
Partner/Cause Marketing
Presidential Towers, Chicago
Over 3,000
Google results
The NewGrassroots Marketing
Partnering/Social Mix
$500 worth of gifts
Ask for the Sale
Civic Marketing
Case StudyRiver Place Towers – Lowell, MA
Local, Local, LocalPrinceton Place – Worcester,
MAResident Functions
Pie Eating Contest
Donations Quota
Value of Association• Brand Awareness - Halo
Effect• Partner brand awareness
and trust• Relevance to customers• Newsworthiness of
partnership• Potential for category
exclusivity
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