The Wilbert Group Blog

Posts by Britni Johnson

storytelling – blogger style.

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We recently helped a client open The Summit at Fritz Farm, a mixed-use development in Lexington, Kentucky. This new property is significant to the local community as nearly 60 percent of the brands are either new to Kentucky or the exclusive location in Lexington. We designed and executed an integrated communications program that included media relations, social media, popup events and a blogger/influencer program.

Today we want to focus on the blogger program, which among the four partners generated a combined reach of nearly 400,000 and earned over 450,000 impressions on Instagram alone. Most importantly, it drove excitement with the right consumers for The Summit at Fritz Farm.

Here are five key tips for your own blogger program:

  1. Media kits are your starting point – Similar to print publications, bloggers also compile media kits that include information such as website descriptions, number of social followers, active social platforms, past partnerships and cost(s). We used these to help compare and contrast our options and ultimately pinpoint the representatives to best tell The Summit at Fritz Farm story.
  2. Evaluate past engagements – Once we had picked our top partnership choices, we began pairing retailers with bloggers. By scrolling through feeds and holding short telephone conversations, we were easily able to identify brands that aligned with the influencers’ personalities.
  3. Don’t be afraid to ask – More than likely, your brands will be willing to provide items in exchange for promotion from the right influencers. One of our bloggers is based in Lexington yet has a social following of 57,000+ across the country. Think about it. That’s a significant amount of people seeing a brand through an influencer’s perspective on top of coverage in traditional media outlets.
  4. Blogs are more than just product descriptions – It’s about the experience. We worked with each blogger to tailor interactive experiences. The influencer behind blog Love, Lexington partnered with The FRYE Company to highlight the brand’s boots and accessories during a brunch at Keeneland Racecourse. And the Kentucky Gent partnered with Bonobos and Marine Layer for an in-store fitting and shopping spree. All of our partnerships included social media posts across several platforms like Facebook, Instagram, Twitter and Pinterest, that accompanied each full blog post.
  5. Extra, extra, extra – These partnerships are about creating lasting relationships. By taking our time in crafting these experiences, we added to our client’s list of influencer relationships. We formed a synergy between all parties that will continue to flourish as time passes. Not to mention, treating bloggers with respect will likely gain you a few added bonuses – like extra photos and promotions at no additional cost!

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Three of our blogger partners during the First Look influencer brunch at Honeywood.

 L to R: Love, Lexington; Glitter & Gingham; HerKentucky.

Atlanta – A city on the upswing of innovative architectural design

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Over the next 10 years, the population of Atlanta is projected to grow by 2.5 million. The influx of people and companies relocating to the city continues to bring more opportunity for commercial real estate development. And with the rise in commercial development follows the rise in storytelling from The Wilbert Group.

Many of the clients we work with are in the commercial real estate industry and part of the development boom that we are currently experiencing in the Atlanta market. From multifamily housing  to mixed-use destinations to stadiums, developers are becoming more innovative with every lift of the crane. Surely people across the country are puzzled by the same question: what makes Atlanta so attractive?

To start, our job market is extremely diverse. Let’s look at the film industry. Atlanta has become a highly sought-after location for shooting motion pictures and television shows which boosted its ranking to third in the nation at the end of the 2016 fiscal year.

Our city is also home to four prominent medical institutions, Atlanta Medical Center, Piedmont Healthcare, Grady Memorial Hospital and Emory Healthcare, just inside of the perimeter with several more expanding across metro Atlanta. We also boast two of the best global educational institutions – Georgia Tech and Emory University. According to a recent ranking by Times Higher Education, Atlanta is tied globally for fourth place on the list of best university cities where the top 100 colleges are located around the world.

Back to the developments. Intown Atlanta has seen drastic changes over the past few years thanks to the rise of the urban lifestyle. At the end of 2016, Midtown earned the title of “development capital of Atlanta” with a total of 22 cranes spotted in the small one-mile radius. Make no mistake though; Buckhead is in hot pursuit to take that title with a total of 33 projects currently underway or recently proposed, one of those being Wilbert client Emerson Buckhead.

Inspired by our clients, we have been experiencing a season of growth ourselves with the hiring of five new employees since the beginning of the year. This growth has allowed us to extend our reach and continue sharing the passion behind each of our client’s projects.

Last week, Wilbert client Randolph Williamson sat down with Craig Lucie of WSB-TV to discuss the shortage in the workforce as a direct result of the major development rise. Another Wilbert client, Cooper Carry, was also recently recognized in the Atlanta Business Chronicle for the design of one the many company relocations that incorporates a connection to MARTA.

Colony Square in Midtown is planning to celebrate its groundbreaking redevelopment project later this year and The Wilbert Group has been helping to reimagine the property. Keeping on the topic of innovation, Wilbert client Pollack Shores is developing three luxury apartment communities adjacent to the new Braves stadium and recently discussed the strong leasing momentum for Home at The Battery Atlanta with 11Alive.

One last Wilbert client shoutout goes to Franklin Street who not only revitalized a previously troubled asset, but also sold it for $5.65 million, setting the new record for highest sale price of a 1960s multifamily complex.

We could brag about our clients all day – but we won’t. Instead, continue watching them make history.