Regent Partners

Atlanta-Based Real Estate Development Exposure

An SPR Client Case Study

Overview:

When Regent Partners, an Atlanta-based real estate development, investment and services firm best known for its development of Tower Place, wanted to announce a stunning, 47-story vertical mixed-use tower called 3344 Peachtree, it called SPR.

Goal:

Regent Partners wanted to gain media exposure and general awareness of its new mixed-use tower to show its target audiences that they were leaders in the real estate development community.

Strategy:

  • Generate awareness with a high-impact announcement, leveraging on the fact the signature tower had been kept a secret
  • Develop a media campaign with targeted news media
  • Implement an exposure campaign within the real estate brokerage realm, by providing marketing collateral to further enhance Regent Partners reputation within the real estate community.

Tactics:

  • Build a media list of targeted, business media
  • Create backgrounder for distribution
  • Work closely with the Atlanta Journal-Constitution to coordinate a major display announcement in its May 25th issue.
  • Write, design and produce a series of websites promoting Regent Partners, its 3344 Peachtree project
  • Produce a 10-minute promotional DVD that was also shown on the websites.

Results:

On May 25th, SPR Atlanta delivered the 10-minute promotional DVD, a copy of that morning’s AJC, a letter from Regent Partners, renderings of the building and breakfast treats from the Buckhead Life Restaurant Group – and its own press release announcing its new flagship restaurant in the tower – to 250 commercial real estate brokers all over Atlanta before 9am. By the end of the day, 350 individual, distinct viewers had visited the website and numerous prospective office tenants and brokers had called Regent Partners. The building was 60 percent leased – months before construction was completed.

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