Challenge
Abbott Real Estate Development, LLC is a Boston-based firm specializing in residential development. While the firm had been successful in attracting investors, Abbott lacked a cohesive company brand message that set it apart from the field. In addition, Abbott and its principals had not received the attention their success warranted, and the company needed a higher profile to generate more business and build its reputation. Additionally, Abbott wanted prospective home buyers and renters to know what it means to live in an “Abbott Home,” and to create brand awareness linked to two distinct lifestyles: young urban professionals and retiring "active adults," aged 55 and older.

Abbott anticipated a continued increase in demand for active adult housing driven by an aging baby-boomer population. Abbott also desired to grow its share of transit-oriented projects for young professionals who work in and around Boston and are interested in urban apartment living. With these plans in mind, Abbott also needed community relations assistance to win new projects and continue with current plans.

Solution
O’Neill and Associates worked with Abbott Real Estate Development to create strategic messages that set the firm apart and built its brand. Abbott Real Estate Development embarked on a media relations campaign that consisted of relationship building with key members of the media, establishing Abbott executives as experts in their field, pitching story ideas to the media, and continually providing information about Abbott’s work to key outlets.

O'Neill and Associates also provided Abbott Real Estate Development with ccommunity relations assistance in an effort to win the Parcel 7A project in Boston’s Theatre District. O’Neill and Associates honed and customized messages, created collateral material for use throughout the media relations efforts and community events, monitored news coverage, identified signatories for letters of support and served as spokesperson for the project.

Results
Abbott Real Estate Development won the Parcel 7A project and is currently finalizing plans for reinvigorating the area through retail and residential development. Abbott principals have also authored a number of bylined articles and are sought after as expert sources on lifestyle focused real estate developments in the Boston Globe, Boston Herald, Boston Business Journal, Banker and Tradesman, Patriot Ledger, and other media.

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