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Promoting a new mixed use development in Detroit

Identity’s strategy helped The Scott at Brush Park groundbreaking ceremony stand out amid rapid urban development

Our Approach

Broder & Sachse Real Estate Services engaged Identity to create and execute a media and community event that would bring awareness to its new mixed-use Detroit development project, The Scott at Brush Park. Since construction had already been underway for some time prior to the start of this project, Identity worked closely with the Broder & Sachse team to implement a traditional ground breaking event, with a creative messaging twist, calling it a “Groundbroken” ceremony.

Identity’s media relations and marketing team worked closely with the investors, vendors and stakeholders to host a press conference—featuring six speakers including Detroit Mayor Mike Duggan—inside the live construction zone at The Scott at Brush Park. This involved overseeing all of the production logistics for the event, managing vendors, and coordinating with the construction staff to ensure the area was safe, warm and inviting. To add experiential elements for guests and added visuals for the media, Identity facilitated a ceremonial signing of a construction board that is being built into the project and guided hardhat tours of the site.

Identity’s creative team designed and produced compelling visuals at every touch point—from the custom e-vite for guests to the on-site signage.

Media in attendance included all three major Detroit TV stations (WXYZ, WJBK, WDIV), Crain’s Detroit Business, Detroit Free Press, MLive, WWJ and Curbed Detroit, resulting in nine broadcast and 10 print/online stories highlighting the event.

What We Did

Identity deployed the following strategies and tactics in order to achieve success:

  • Media Relations & Marketing

    • Media Relations
    • Community Relations
    • Message Development
    • Stakeholder Communications
    • Event Coordination and Management
  • Creative

    • Custom e-vite
    • Event signage

Highlights

  • 19high-visibility print, online, radio and TV stories
  • 1,168 visitors to the Scott at Brush Park website the week of the event referred by media placements
  • 115guests in attendance at media event