The challenge:

Serving more than 6,000 members, REBNY represents all facets of the New York City real estate industry.  The century-old organization is one of New York City’s most prominent and influential trade associations.  When it decided to mount a more in-depth communications strategy targeting both members and the media, REBNY turned to The Marino Organization to develop and implement an expanded public relations program.

The strategy:

TMO stepped up the REBNY communications program on a number of levels.  The agency aggressively pitched the organization’s leaders as expert sources for the media on industry issues and trends, as well as public policy themes.  TMO helped shorten the time between the completion and release of REBNY market reports, rendering them timelier and more newsworthy.  We worked with REBNY to devise a new newsletter reporting to members on industry trends, organizational developments, and other news.  TMO also pursued byline opportunities in trade publications and provided strategic counsel on media relations, integrated marketing techniques, and advertising.

The results:

TMO’s enhanced communications campaign has fortified REBNY’s status as one of the city’s top business associations, while building stronger relations between members and REBNY leadership.  The organization’s leaders and reports have attracted a steady flow of coverage in the New York Times, the New York Post, Crain's New York Business, Newsday, NY1, WCBS-TV and other outlets.  REBNY gains consistent placement in real estate trade publications.