CASE STUDY:
MacFarlane Partners
 

Objective

• Plan and execute the media and communications strategy for the firm’s entrée into the Washington, D.C. market, and Victor MacFarlane’s purchase of the DC United soccer team

Strategy

• Plan and direct press conferences (past, present and future), including careful review of media, attendees, presenters, and messaging
• Strategic and thorough introduction to local DC media and community leaders, including working with business, lobbyists, government affairs, the real estate community and politicians
• Maintain strong relationships with the local and trade media
• Cognizance of delicate balance in Washington DC, including:  real estate, charitable, business and political
• Elevation of Victor MacFarlane’s public profile as both a business and a community leader through speaking opportunities, board service, community and political involvement and various media relations opportunities
• Event planning and management around milestones, including grand opening/topping off events, press conferences, which include the attendance and participation of:
  • Elected officials
  • Media
  • Industry leaders

Results

• Successfully expanded local, trade and national media coverage of MacFarlane Partners and Victor MacFarlane, including coverage in:
  • Washington Post
  • Washington Examiner
  • Washington Informer
  • New York Times
  • Wall Street Journal
  • San Francisco Chronicle
  • Los Angeles Times
  • Urban Land
  • Commercial Property News
  • California Real Estate
  • Retail Traffic
  • Planned and managed multiple successful events bringing together the community, leaders and public officials
  • Successfully introduced MacFarlane Partners to the East Coast media and the Washington DC business, political and non-profit communities
  • Supported the launch and marketing of multiple properties, primarily in the arena of urban infill.
  • Supported the firm’s entry into the DC Metropolitan Area -- from Anacostia and Poplar Point to Maryland and Virginia