Case Study:

Paul Hemmer Companies: Public Relations Campaign

The situation
The Paul Hemmer Companies, one of Greater Cincinnati's largest real estate development, building and construction services firms, has been expanding throughout the United States.  Ranked the 57th largest and among the fastest growing privately held companies in the Cincinnati region, Hemmer was preparing to launch several developments in the Chicago market.  The company looked to Rose Communications for public relations to launch its brand in its new markets.

The strategy
Rose developed a strategic public relations plan to realize these goals:

1. Maintain and enhance the company's reputation in the Cincinnati and Northern Kentucky metropolitan area and reposition its brand to accurately reflect how the company had grown far beyond its historical roots.

2. Strengthen the reputation of Paul Hemmer Companies nationally and in the

   Chicago region, showcasing its repositioned brand and enhancing its image before business partners, investors, retailers, customers and the media.

3. Ultimately to help Paul Hemmer Companies grow its business, especially its national commercial and retail real estate development business.

The execution

• A review of the company's marketing materials, similar to a communications audit, was conducted.

• Media kits were created and distributed with introductory letters to targeted business reporters and editors in Cincinnati, Kentucky, Ohio, Chicago, Illinois, Indiana and Wisconsin, at national news publications and at trade and industry journals.

• Rose Communications persuaded regional media to cover the company's growth and diversification, then leveraged that local coverage to attract the attention of national media and Chicagoland media.

• Rose Communications has issued press releases on every project announcement, groundbreaking, anchor tenant, ribbon-cutting, office renovations and purchases, and other events of Paul Hemmer Companies. High-resolution images were presented to media on every project.

• Television news was encouraged to cover live events and press conferences.
• Interviews have been arranged with numerous reporters.

The results

• Earned media news coverage generating 5.7 million impressions with a direct purchase value of $80,152 and a public relations value of $641,216 within a three-month period.
• National coverage in trade and industry journals and on national business websites, including YahooFinance.com, MSNMoney.com, Construction Today, Heartland Real Estate Business.
• News coverage in nearly all Cincinnati region newspapers and magazines, including The Cincinnati Enquirer, The Cincinnati Post, Smart Business Cincinnati, the Business Courier,Community Recorder .
• Television coverage on all Cincinnati TV news stations.
• The Public Relations campaign with Paul Hemmer Companies is ongoing.

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at Paul Hemmer Companies