Mixed Use and Retail Development

Challenge: Any new development project requires vision and a healthy appetite for risk. This is especially true for developers looking to catalyze growth in underserved areas. A local developer had the dream to create a new mixed-use community that included a variety of retail, housing, and office spaces in an established and underserved community close to downtown Norfolk, VA.

Solution: The developer partnered with Gray Ryan Communications to identify creative strategies that would attract both commercial and residential clients. Gray Ryan crafted an integrated communications campaign that included PR, content marketing, social media, and community relations. The campaign developed distinct messages and tactics to target commercial tenants and individuals interested in purchasing homes at the community. Additionally, the team launched an engagement campaign to build goodwill with local businesses and residents in the area.

Bottom Line: The campaign was successful in recruiting multiple commercial tenants as well as new residents. Gray Ryan secured a number of media placements, including print and online placements in local media. The development had enough momentum that after the first phase was complete, a second phase began immediately. The development’s success also spurred additional investment in the broader community.