Planned Community Developers – PR Case Study

Situation
Planned Community Developers (PCD) was one of the first developers on the scene in the mid ‘80s when southwest Houston began its evolution into the prize-winning master planned community now known as First Colony. Today, PCD is a successful mega-developer of multi-use facilities, including Class A office space, luxury homes, festive retail stores, hotels and more.

MMI was hired in 1986 with the task of promoting First Colony as a preferred Houston neighborhood. Since then, as PCD has grown, there has been a succession of challenges, ranging from overcoming competition to influencing municipalities and investors.

Approach
We have marketed this project successfully for more than 20 years, creating and implementing successful programs targeting both active and passive home buyers, Realtors, commercial retail brokers, commercial office brokers, lenders, influencers, corporate relocation specialists, prospective tenants, municipalities, media and real estate investment markets (REITs, etc.). Projects have included numerous public relations and marketing tactics, including:

  • Announcing and marketing mid- and high-rise units for lease and purchase
  • Marketing shopping centers for sale to investors
  • Creating presentations to secure anchor tenants
  • Generating marketing support to substantiate retail demand
  • Marketing $3 million+ homes
  • Building a reputation for community schools and low crime rates

Results
When we began our work, First Colony was fourth in market share in the Houston residential market. Within 12 months of partnering with MMI, First Colony moved to number one in market share.

Over the years, MMI has created success after success, generated unprecedented press coverage, orchestrated ground breaking events, invented bulldozer races, helicopter tours, treasure hunts and more to keep PCD in the limelight.

With more than $550,000 in equivalent ad value achieved for 2009, and placements in numerous national, regional and local trade and consumer publications, MMI continues to position PCD as an industry leader through aggressive media relations.

We continue to create success stories for this client more than 20 years later and maintain a stellar reputation within the community.