Mark JuleenJ.C. Hart Company &

The Resident Connection

Apartments & Neighbors

• Outreach 180◦ (WIIFM)• Memorialize It• Map It• Broadcast It• Measure It

Outreach 180◦ (WIIFM)

Live the Life

Benefits of Outreach 180◦?

• Actually talking to business owners/managers

• Leasing teams more confident• Something for you take away vs.

just leaving something behind• Actually building a relationship

to follow up on

Memorialize ItBlogging & The Resident Hub

Featured Business

Community News

Map It

Share Their Info

Coupons

Broadcast It

Facebook Can Be Your Radio Station

People May Surprise You

This isn’t Field of Dreams

It’s Probably More like The Land of Make Believe

Measure It

Analytics Year over Year• Overall website traffic up over 35%.• Absolute unique visitors up 30%• About half of that increase attributed to new

properties added• Majority of other increase from organic

search via Google, Bing, Yahoo!, or other local search engines

• Facebook “Likes” increased 191%• Facebook referral to websites increased 70%

Keyword Analytics

Google Searches

Keyword Analytics

Summary

• Outreach 180◦

• Memorialize your efforts• Map your neighbors• Measure what you can• Be a better neighbor

The Thank You Economy

mark@markjuleen.com

Twitter - @mbj

MarkJuleen.com

TheResidentConnection.com

facebook.markjuleen.com

Jamie Gorski• Senior Vice President,

Corporate Marketing, The Bozzuto Group

• Provides strategic marketing direction for Bozzuto’s six companies

• More than 27 years of multifamily marketing experience

• B.S. in mathematics from Ohio State University

PR Rising

PR’s strategic importance is rising to new heights.

World’s biggest advertiser demonstrates PR’s value

Procter & Gamble, the world’s largest advertiser with over 400 well-known consumer brands, concluded an in-depth, 18-month study of their marketing tools and tactics. The result? P&G found that public relations more than any other discipline provided the best ROI within the company’s vast marketing mix.

What are the benefits of distributing a news release?

• Reach media outlets locally, nationally & online• Reach investors and prospective partners• Get your message in front of potential customers• Increase traffic to your website through search engines

What are the benefits of distributing a news release?

•Enhance credibility•Obtain media coverage•Increase chances of viral marketing•Reach social media and bloggers•Increase leasing

When should I issue a news release?Consider the following examples:

•New product – community, service, trend•Significant modification to an existing asset•Changes in corporate identity, such as company name or logo•New marketing, operations, and training tools•Joint venture

When should I issue a news release?

• Changes in corporate structure (new division or subsidiary)• Corporate opinion (opinion on industry trends)• Features• Events (open houses, trade show involvement, speaking engagements, award ceremonies)• Awards• Campaigns

What is a multimedia news release?

Deliver your news in a multimedia format blending video, audio, text, logos, photos and related documents into a dynamic HTML platform. Existing video and audio footage from launches, communities and CEO presentations can be visually packaged with text, photos, hyperlinks, relevant documents and more to help expand the reach of your news.

Should I use visuals (photos, videos, audio) when distributing a news release?

Incorporating photos or video with your release can increase your visibility with media or consumers. Photos and videos should be compelling, and complement and support your news release.

Will press releases increase my search engine visibility?

Yes. You can increase the likelihood that a news release will be found by search engines, and thus, be more accessible to key audiences (media, analysts, clients, prospects) searching for information on the Web.

How can I use social media in my PR efforts to generate visibility for my company?

 

How can I use social media in my PR efforts to generate visibility for my business? 

•Blog search services such as Technorati and Google BlogSearch search millions of blogs and allow our clients to see which blogs have mentions or links to their releases.

•Blog services such as Blogger, Wordpress and TwitThis allow bloggers to link to a story from their blog.

• 

Should I include bloggers on my media list?

You can gain exposure by promoting your message to bloggers. You will soon understand who covers your market the best and who to pitch your story to. 

LOCAL/GREEN BLOGS – goinggreendc.com

LOCAL/GREEN BLOGS

LOCAL/GREEN BLOGS – www.dcist.com

Four main differences between reporters & bloggers

• Bloggers are self-made• Bloggers are time-starved• Bloggers need traffic and influence• Bloggers want to co-create content with

you

.

PUBLIC RELATIONSJust a few low-cost, effective tactics:

• ProfNet (A PR Newswire service) – member resource for reporters to find news sources

• HARO (www.HelpAReporterOut.com)No such thing as free PR? Over 50000 journalists use

HARO to locate experts for on-air interviews, article quotes and more.• Twitter (reporter queries)

PUBLIC RELATIONS

Electric Vehicle Charging Stations• Important to our company• Low-cost• Easy to install• Scalable• Tax credits available in many states• A differentiator• NEWSWORTHY

The Fitzgerald Green Brochure

Press Event Results• ~50 people in attendance • Day before the event, local FOX affiliate conducted

live broadcasts every 30 minutes from 5am - 10am• CBS and NBC affiliates attended live press

conference• Received more than 12 broadcast news segments

in addition to print articles by the Baltimore Sun and The Examiner

78

Respond to all customer service inquiries…

ApartmentRatings.comReviews – Apartment Ratings

Develop a PR Strategy

Focus on PR

Understand the challenge that needs to be overcome, effectively linking all Social Media channels together, using both Digital and Traditional PR tactics, and watch the positive results.

Focus on PR• Develop a PR plan• Integrate with all marketing channels• Forget your press kit create a PR site

and online press releases with photos, videos, QR codes, etc.

• Enhance your media list and include bloggers

• Track mentions & reputation

Consider every possibility

Partnerships and Public Relations

Presented by Lisa Trosien

Starbuck’s

Drive-through lane

It’s About Opportunities

Marketing…In the beginning

Only ½ the story.

Relationship building completes the process.

How do you go from

good to great?

Selecting a PartnerLook for:

•Common customers

•Common marketing needs

•Complimentary products or services

If NASCAR and leasing had a love child

Remember, it’s about

opportunities…

Partner/Cause Marketing

Presidential Towers, Chicago

Over 3,000

Google results

The NewGrassroots Marketing

Partnering/Social Mix

$500 worth of gifts

Ask for the Sale

Civic Marketing

Case StudyRiver Place Towers – Lowell, MA

Local, Local, LocalPrinceton Place – Worcester,

MAResident Functions

Pie Eating Contest

Donations Quota

Value of Association• Brand Awareness - Halo

Effect• Partner brand awareness

and trust• Relevance to customers• Newsworthiness of

partnership• Potential for category

exclusivity