As part of our integrated marketing approach, Taylor Johnson frequently works with clients to create and manage social media campaigns for new developments that supplement the PR work we do for every TJ client. In recent years, our team has launched and managed social media accounts for some of Chicago’s most high-profile residential communities, including Streeterville’s One Bennett Park (developed by Related Midwest); the West Loop’s 727 West Madison (developed by F&F Realty with Fifield Cos.) and Porte (developed by Lendlease, The John Buck Company and Intercontinental Real Estate Corporation); and the South Loop’s The Cooper at Southbank, as well as the broader Southbank neighborhood development (both developed by Lendlease).

Our role can range from establishing social media profiles for the property and building up a follower base, to creating and managing paid and organic campaigns during the lease-up period, to maintaining the project’s social media presence on an ongoing basis. TJ’s seasoned social media team also has expertise in digital marketing platforms, including Google Ads, that can supplement paid social media campaigns to achieve desired objectives, whether it’s increasing visibility or driving traffic to the development’s website — and to the property itself.

In developing a social media plan for The Cooper and Southbank, we increased engagement on multiple social channels through the sponsorship of neighborhood events, influencer marketing campaigns, and promotion of property events including the opening of Southbank Park and a virtual concert series during COVID-19. And in less than a year of managing One Bennett Park’s Instagram account, we created organic content that brought the page more than a 1,000 new followers. One Bennett Park’s page also caught the attention of media outlets like Chicago Magazine, who included it in a story on best building pages across social media.

For 727 West Madison, we developed organic content for Instagram and Facebook during initial lease-up that reflected the brand’s connection to popular spots in the West Loop, highlighting the area’s live-work-play ethos to drive prospects and engagement. During lockdown, we developed an Instagram contest to help 727 residents engage better virtually and showcase the units’ design. Residents were asked to post photos of their apartment décor with #showusyour727, with gift certificates from Anthropologie going to the most liked posts. The contest resulted in a significant increase in engagement within and outside the apartment community.

On the advertising side, TJ’s content development and deployment of advertising campaigns on Instagram, Facebook and Google for Porte apartments generated tens of thousands of website visits and millions of impressions in the campaigns’ first months. Because Taylor Johnson also leads public relations strategy and overall messaging for most social media clients, we’re able to apply our understanding of the client’s goals and target audiences to our social media approach. This ensures all digital efforts align with the project’s broader communication strategy, establishing a single, consistent brand voice.