Challenge
Beacon Communities had enjoyed substantial but quiet success over the years. The company did not proactively seek media attention for its projects or its professionals. Public perception of the company was formed exclusively by interactions with Beacon Communities employees, properties, or word of mouth. Given the company’s many successful and socially responsible projects, it was not receiving the attention deserved in the region or within the industry.

Solution
Beacon Communities retained O’Neill and Associates for public relations services to both raise the profile of the firm, and highlight the breadth and quality of their developments. The firm also wished to generate sales and rental interest in its current and future projects.

O’Neill and Associates worked with Beacon Communities to develop materials for use with reporters that would accurately and succinctly convey the Beacon Communities brand, its history, its growth and success. This information – including a fact sheet, backgrounder and bios – were used as the foundation of each pitch. Based on Beacon Communities’ objectives and geographic focus, O’Neill and Associates coordinated a targeted series of introductory meetings and briefings with real estate development reporters, introducing them to the company and their leading executives.

Two of Beacon Communities projects quickly became the focus of our efforts. The first was their redevelopment of two old industrial buildings in economically depressed Haverhill, Massachusetts, including a historic rehabilitation of an important Haverhill landmark. The second was a unique 47-acre village in Easthampton, MA called “Treehouse” that created a community for foster/adoptive families and senior citizens while meeting the housing needs of Easthampton.

Results
O’Neill and Associates successes on behalf of Beacon Communities include:

• Placement of an extensive feature story on the firms’ Haverhill developments on the cover of the Sunday Boston Globe’s real estate section including twelve pictures which provided Beacon Communities with a significant increase in public visibility and recognition within the area;
• Coverage of the “Treehouse” project in the Boston Globe, Hampshire Gazette, Springfield Republican, FM radio station WFCR, and Springfield’s ABC television station WGGB;
• Feature on CEO Howard Cohen in the Boston Globe business section; and
• Placement of a by-lined article on smart growth by CEO Howard Cohen in Banker & Tradesman.

Beacon Communities has noted increased sales and rental interest in the Haverhill and Easthampton projects. They continue to retain O’Neill and Associates for public relations services.

O’Neill and Associates was honored with an International Communicator Award of Distinction for its work on this project.

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