2000 West Creek
Challenge: A Tennessee-based multifamily developer was looking to re-enter the Greater Richmond market with the development of two new projects representing a $110 million investment. One of those projects was 2000 West Creek. Located in the West Creek submarket, the asset was the first of its kind to be built in the area and represented a major departure from the traditional multifamily communities nearby based on size, amenities offered, and floor plans. The developer wanted to ensure that the communications strategy for 2000 West Creek accurately represented that the community was designed for every state of life.
Solution: Gray Ryan Communications built a unique strategy that leveraged traditional media relations, event marketing, and sponsorships to build a brand for 2000 West Creek that demonstrated its unique selling propositions within the market. Specifically, Gray Ryan provided a hard-hat tour of the asset before it opened with Richmond BizeSense to showcase the unique offering of floor plans and amenities that would be available. This publication is mainly read by white-collar professionals, a key demographic for 2000 West Creek tenants.
Bottom Line: In addition to Richmond BizeSense, Gray Ryan also secured several placements in media outlets, such as The Richmond Times-Dispatch and Virginia Business, about how 2000 West Creek fit in with the overall development plan for the West Creek park. These stories helped drive new traffic to the community because they highlighted how new businesses were investing in West Creek and adding jobs, amenities, and social gathering places around the asset. Our team also worked with the developer to identify and implement a grand opening event and local sponsorship opportunities which solidified the vision behind 2000 West Creek. The asset was one of the developer’s best performing communities in its portfolio before it was sold for a record-setting amount.