The launch of a new, ambitious, business-defining strategy — one that will impact corporate structure, investment priorities and the market overall — requires a deft hand with the media to present the philosophy behind the approach and its practical implications. Targeted media coverage can help cultivate an investor pool, engage employees and inform public stakeholders, ensuring all have a broad understanding of the mission at hand.

With this in mind, when client CRG, the real estate development arm of Chicago-based Clayco, was ready to announce a pivotal $1B investment in multifamily residential development and several high-profile additions to its executive leadership roster, we knew who should have the first look. We worked to secure an in-depth profile with Crain’s Chicago Business — an outlet that could clearly share the firm’s fresh vision and timely market messages with the audiences most important for CRG. The firm’s new principal and multifamily leader, real estate veteran J.J. Smith, shared how his team’s sector knowledge, middle-income focus and strategic initiatives, along with Clayco’s design-build model, would help CRG’s projects standout in urban downtowns, city neighborhood markets and first-tier suburbs across the country.

With the stage set and phone calls pouring in to J.J. and his team, we kept the momentum going with a steady drumbeat of subsequent media stories that highlighted strategic hires to advance the business and celebrated milestones with initial pipeline projects. The result — an engaged and excited investor base and national brand awareness that will help pave the way for successful future development.

Clip: Clayco Unit Eyes $1 Billion In Middle-Class Apartments Crain’s Chicago Business