Case Study: Demonstrating a National Presence

At Identity, we believe great marketing has the power to change the course of history. Great work is not just an expectation, it’s our business model. We live it. We breathe it, daily.

You can check out some of the great work and case studies on our website. This post is part of a continuing series in which we provide additional commentary from the case studies featured on our website right here on our blog.

Case study: X Team International and the Macy’s Closings

Identity represents an international network of retail brokers called the X Team. Demonstrating their expansive presence can sometimes be a challenge because the network is made up of multiple small to mid-size, privately-owned firms throughout the U.S. and Canada. When Macy’s announced several store closings throughout the country, it presented a great opportunity for the X Team to showcase their knowledge and expertise on the topic as well as their expansive reach in the U.S.  This is because X Team had partners in three out of the five locations that were closing. So, Identity took the opportunity to position X Team partners as local resources who could analyze and comment on the closings in their markets.

By positioning specific partners within the network as experts in their market, we were able to secure multiple press opportunities in which X Team shared local and national opinion and analysis on a widely discussed topic showcasing the breadth and depth of their retail real estate expertise. Within just a few weeks of the announcement, three X Team members were quoted in various media stories and interviews, including FOX Houston and GlobeSt. Additionally, two partners in the network worked together to draft a full-length analysis in a well-regarded retail trade publication, Chain Store Age. Overall, it was a neat and timely opportunity to demonstrate X Team’s thought leadership and expansive reach within the U.S. as retail real estate experts.