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50 West Street Case Study

By Jennings Public Relations & Advertising


50 West Case Study 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.

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Marketing Challenges 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.

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Solution 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.

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Groundbreaking Viral Video 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.

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Blog Placements & Pickups 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

Contractor Headlines Š Confidential and property of Jennings Public Relations & Advertising 2008

Scott’s Weblog

ENN: Environmental News Network

Fair Home

The Green Blog


Blog Placements & Pickups The site reaches more than 4,500 unique visitors monthly.

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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.

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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.

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Multimedia Press Release 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.

Photos and Graphics within the release Link to the viral video

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

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

Reuters

MarketWatch

Futures and Commodity Market News Topix

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Congoo

Newstine

Stock Analyst babbledog

International Business Times


Wall Street Journal Online

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


Thank You Jennings Public Relations & Advertising


50 West case study