The challenge:

One of New York City’s leading, privately held, commercial real estate firms, GVA Williams ranks among the city’s top five commercial property managers and tenant representatives.  In spite of its competitive standing, the company had historically not received its commensurate share of attention in the media marketplace.  GVA Williams asked The Marino Organization to design and implement a multi-year communications program that would build the firm’s reputation as a leading player in the commercial real estate industry and position its principals as expert sources.

The strategy:

TMO created a customized, multi-faceted public relations program for GVA Williams.  We attracted positive coverage for the company’s transactions by developing strong relationships with local and national business reporters, working intensively with industry trade publications, and identifying "bigger picture" elements within deals that transformed conventional leasing announcements into more meaningful business stories.  We positioned GVA Williams personnel as leading industry sources for breaking commercial real estate stories through timely media outreach, aggressive pitching, and “source notes.”  TMO introduced the company’s leading players to reporters at the New York Times and the Wall Street Journal.  The agency publicized the company’s philanthropic work.  TMO regularly attends GVA Williams’ internal meetings, serving as a "virtual" staff member and helping to shape story lines and conveying tactical advice.

The results:

As a result of TMO’s aggressive and multi-level communications strategy, GVA Williams has established a strong and consistent media presence both nationally and in the New York City area.  Its transactions attract consistent coverage in the mainstream and business press, and its executives are quoted frequently as industry experts and trend spotters.  The leadership at GVA Williams counts TMO as an integral part of its marketing strategy.  The company recommended that TMO assume public relations duties for its global affiliate, GVA Worldwide.