Challenge
Educate real estate developers/brokers and landowners on the benefits of adding a Primrose school to their development.
Public Relations Program
PR program focus: Create awareness of Primrose as the leading early childhood education provider, while showcasing Primrose as new “class” of internet-resistant real estate asset to seed site selection, and hyperfocusing on Primrose’s rapid growth trajectory
Strategic media outreach: Develop earned media plan to reach national, local and commercial real estate trade audiences by crafting creative media angles based on timely trends, while weaving in key brand messaging
- “Primrose: New Golden Child for Urban Real Estate”
- “Beyond ABCs and 123s: Primrose Spells Big Bucks for Brick-and-Mortar Retailers”
Elevating thought leadership profile
Build brand awareness amongst CRE audience through top-tier speaking engagements that also allow for relationship building, deal making and key networking opportunities
Digital Program
Landing Page Optimization: Build real estate landing page focusing on brand value and opportunity for prospective developers and landowners, optimized to generate Primrose site inquiries.
Balanced Media Mix: Reach intended audiences by utilizing a highly targeted earned media approach, as well as leveraging multiple media channels and custom tactics across paid social, paid search, display and online video to layer on behavioral, interest, contextual and lookalike targeting.
Engaging Messages: Leverage audience insights to develop core messaging pillars, develop relevant earned media angles and create engaging ads that align with developers and landowners interests.
Full-Funnel Amplification at Conferences: Leverage geo-fencing technology via mobile display/in-app advertising to generate awareness and consideration from attendees at major conferences and retarget post-conference to support lead generation goals.
Results
531
leads generated
3
sites built
129K
unique website visitors
285K
digital ad engagements
25M