National Multifamily Housing Council
Clearly STRATEGIC
While the National Multifamily Housing Council (NMHC) had engaged firms to do media outreach for their two prior Renter Preferences surveys, we saw a unique opportunity to bolster both the volume and quality of coverage they received with the release of their third through a comprehensive pitch campaign.
Clearly CREATIVE
We began our engagement with NMHC by conducting a day-long planning meeting with their internal team where we culled through the reams of data they had collected. We focused our analysis on identifying: (1) data that had shifted significantly since the last survey was conducted 2-years prior, (2) myth-buster data that would grab a reporter’s attention, (3) differences in renter priorities across different locations, and (4) data that was particularly timely given the report’s late October release date and the current news cycle. While we used the single news release developed to provide reporters with a succinct snapshot of the survey findings, our media outreach efforts relied heavily on tailored pitching. Representative pitch angles included: “The Top Reasons Renters Move” “The Impact of Online Reviews on Leasing Decisions” “Top Dealbreakers for [LOCATION] Renters” “Must Have Amenities for [LOCATION] Renters” “Renters Are Living a Fitness Fallacy” “Package Storage a Hot Topic During Record-Breaking Holiday Delivery Season” “Survey Shows Generational Divide on Appeal of Short-Term Rentals”
Clear RESULTS
- As we were conducting media outreach for the survey findings, proposals to impose regulations on the short-term rental industry (Airbnb, etc.) were garnering significant media attention. Leveraging this timely opportunity allowed us to secure coverage from The Wall Street Journal, Inman, Bloomberg, and Bisnow.
- With the new year fast approaching – a time notoriously associated with resolutions – we used the fact that while gyms are the most important amenity among renters, less than half of renters actually use them to get ink in Mansion Global and The Real Deal, among other target media.
- The storyline of a record delivery season for online holiday shopping, coupled with the persistent challenge of adequate and proper package storage in apartment buildings, led to additional coverage from The Wall Street Journal, as well as a lead story in Broker’s Weekly.
- In total, our media outreach for NMHC’s 2017 Renter Preferences Survey lead to more than 40 in-depth stories highlighting the data and enhancing the organization’s position as an industry leader. We secured extensive coverage from real estate trade media across the U.S. that showcased a broad range of survey data. The coverage reached an audience of more than 200 million in roughly 90-days.
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