The Wilbert Group Blog

Posts tagged blogging

storytelling – blogger style.


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.

Five Blogs That Create a Narrative


by M.C. Rhodes

In a recent story for the Harvard Business Review, consultant Dorie Clark argues blogging is the most effective method for building a reputation in your field. “If you want to shape public opinion, you need to be the one creating the narrative,” Clark writes. At The Wilbert Group, we agree blogging should be about creating smart, relevant content that your key audience wants to read, providing information that is useful and building buzz around your client’s know-how.

You can call this branded content. Or branded journalism. Or maybe just call it smart blogging.

At Wilbert, we help our clients create blog content to establish thought leadership on a variety of topics—everything from the local music scene to trends in commercial real estate development.

Below are five client blogs we believe are indeed shaping public opinion and creating the narrative:

#1 Carter’s blog. With easy access from its home webpage, Carter’s blog serves as a resource for Carter’s clients, potential clients and those in the commercial real estate industry. The blog features Q&As with the real estate developer’s employees, industry news and updates on Carter projects.The blog recently featured a post on the planned Falcons stadium in Atlanta, which is projected to spur development in the city.

Carter’s blog incorporates profiles of the Carter team.

#2 Atlanta Galleria’s blog. Atlanta Galleria’s blog, also accessed through its website, is a resource for thousands of people who work at the Galleria and also speaks to tenant brokers and potential tenants.

The blog includes a weekly Galleria Chat with local news, as well as spotlights on tenants and regular updates on tenant news.

One recent post included a video Q&A with Connie Engel, a partner at Childress Klein, which owns, manages and leases the Atlanta Galleria.

#3 The Atlantic Station music blog. Atlantic Station regularly hosts local music acts in its Central Park, and wanted to build excitement about upcoming concerts. Wilbert created a blog hosted on Midtown Patch featuring local music news and profiles of the bands.

One blog post focused on an up-and-coming honky-tonk act that made a great impression at Atlantic Station’s Friday Night Live concert.

#4 Hartman Simons’ blog. Real estate law firm Hartman Simons focuses on all things real estate, featuring the “Wednesday Wrap,” a roundup of the week’s biggest and most interesting commercial real estate stories, and “Four on Friday,” Q&As with industry leaders.

Last week, Hartman Simons sat down with Stephen LaMastra, managing principal of Monarch Investments, to discuss the retail sector.

#5 Avalon’s blog. The recently launched Avalon blog has served as a launching pad for video content about the planned mixed-use project in Alpharetta. One recent post includes a video Q&A with North American Properties’ partner and vice president of development John Kelley.