Banking on Media Relations for New Condo Project

Client
Denholtz Properties

Industries
Real Estate, Banking and Professional Services

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Overview

All along the Navesink River in Red Bank, N.J., visitors and residents alike can enjoy a wide range of parks, marinas, shops and restaurants. Steps away from the vibrant riverfront, Front and Broad Streets have become the epicenter of the Borough’s explosive growth, and are now filled with some of the most in-demand retail, entertainment and dining destinations in the region.

Strangely, the parcel of land at 4 Boat Club Court sandwiched between these two hot destinations only found life as an underused private parking lot and unofficial dumping ground just steps away from one of the most sought-after downtowns and riverfronts in New Jersey. For many years, the property had continually vexed even the most experienced developers and served as a blight on the otherwise beautiful waterfront.

That was until R&J Strategic Communications’ client, Red Bank-based commercial real estate investment and management firm, Denholtz Properties, stepped in to create a space that would not only breathe new life into the site, but also set a new standard for luxury living in downtown Red Bank. Naming the project Southbank At The Navesink, the company would aim to bring a four-story, ten-unit luxury waterfront condominium project to the site.

Challenge

Intending to generate buzz and interest in the brand-new property, Denholtz Properties planned a groundbreaking event to kick off the project. Denholtz Properties tapped R&J Strategic Communications to secure media coverage for the event and the project.

Unfortunately, in today’s age of shrinking newsrooms and a fast-moving news cycle, it can often be difficult to secure media coverage, let alone media attendance at in-person events. However, the team at R&J Strategic Communications understands that while the media landscape has become more compressed and challenging, the power of a strong story paired with deep media relationships can ensure that important events receive the coverage they deserve.

Action

In the challenging media landscape of today, R&J Strategic Communications’ media relations efforts are driven by a storytelling approach. When a reporter receives a pitch or press release from the R&J Strategic Communications team, they know it will be of the highest quality and, most importantly, of interest to their readers.

R&J Strategic Communications knows that the story of the property and its history of failed development was powerful, particularly because of the high number of redevelopment projects happening all around it. In addition, the recognition that few things inspire community curiosity more than the sudden influx of bulldozers and excavators in the neighborhood fueled R&J Strategic Communications’ work to craft a unique story about the property.

Immediately, R&J Strategic Communications’ created a media alert letting its media contacts know about the groundbreaking event that would feature remarks from Denholtz Properties’ CEO Steven Denholtz and Red Bank Mayor Pasquale Menna. In addition, R&J Strategic Communications drafted a detailed and engaging press release to be distributed along with event photos and renderings following the groundbreaking to those unable to attend the event.

Conclusion

Through R&J Strategic Communications’ thoughtful and proactive efforts, the event was attended by reporters from the Asbury Park Press, TapInto Red Bank and Red Bank Green. Each outlet was able to speak to both Denholtz and Menna for their feature stories on the project.

R&J Strategic Communications’ speedy distribution of the press release following the event led to significant additional media coverage in outlets such as Real Estate NJ, Jersey Digs, and ROI-NJ.

The media coverage of the event helped Denholtz Properties continue to expand its presence in Red Bank. More importantly, it also spurred several serious inquiries from prospective buyers interested in residing at Southbank At The Navesink. As Denholtz Properties begins construction, R&J Strategic Communications has ensured that the story of Southbank At The Navesink has been built on a solid foundation and its client is well-positioned for success at the property.