Community Realtions Campaign for Largest Residential Real Estate Development in Malden, MA

The Opportunity

Real estate and property management company Metropolitan Properties of America (MPA) decided to invest more than $20 million to refurbish all 919 apartments and construct a new amenity center at Granada Heights in Malden. BG was contracted to position Granada Highlands as an ideal residential community, as well as promote its new renovations, residents, and staff. Furthermore, BG was asked to raise MPAs profile as a respected long-term neighbor in Malden, through building relationships with the city’s political and municipal leadership.

The Strategy

BG aimed to bring attention to MPA’s newly renovated property, Granada Highlands, and the new ownership and management, by promoting MPA’s efforts, building relationships with city leaders, and demonstrating its long-term economic commitment to Malden and the region by engaging in comprehensive media relations and community engagement campaign.  This campaign included media pitches, by-lined articles for MPA President Jeffrey Cogen that highlighted his community ties, and a coordinated “thank you reception” and media event that included man key leaders of the Malden community.

The Result

The events and press from the media outlets secured relationships between MPA management and Malden municipal and political officials, and the Granada Highlands experienced an uptick in rental applications with many citing the Globe and other news stories as how they heard about the property. As part of the media relations campaign, BG secured coverage in seven media outlets, resulting in more than 2.5 million impressions for the “Thank you, Malden” reception and MPA’s larger investment in revitalizing Granada Highlands. This included a large article on the front page of the Boston Globe North edition.