Douglas Elliman

Client Overview:
The prominent New York brokerage, Douglas Elliman, launched its Miami operations in January 2011.  The full-service real estate firm specializes in exclusive residential sales and leasing, retail brokerage, property management, mortgage services and new development marketing and sales. Appointed to head the Florida operations was former attorney Vanessa Grout.

Challenge
In a cluttered marketplace and during the national housing crisis, Douglas Elliman opened its doors in what was considered “ground zero” for the crash (i.e. Miami). Being sensitive in approach and verbiage was critical. At a time when agents were fleeing the industry in mass, Douglas Elliman needed to recruit. Our approach was to create a thoughtful campaign that positioned the New York leader’s entry as optimistic, and distinguished it from other major brokerages with long-established histories in the local market.

Results

  • In the first six months, our proactive media outreach resulted in 56 press clips, which translated into over 130MM impressions when viral distribution was accounted for. We averaged nearly ten press hits per month and were able to secure local, national, and international coverage (within key feeder markets).
  • Prominent earned media included The New York Times, The Wall Street Journal, The Real Deal, Yahoo! News, US News & World Report, Calgary Herald, Sun-Sentinel, Haute Living, National Post and Achei USA.
  • Nominated and secured award nominations and recognitions for the Florida Brokerage’s CEO Vanessa Grout, including being named one of South Florida Business Journal’s 40 under 40 and later, the Urban Land Institute’s Young Leader of the Year.
  • Co-developed and launched prominent sponsorship opportunities, as was the case with the University of Miami’s annual Real Estate Impact Conference.
  • We became the agency of record managing the account for nearly three years.

The BodyShop Experience

Client Overview
The Bodyshop Experience launched in Wynwood on the grounds of the Mana campus late March 2018.  The new dinner theater show featured street dance, live drums and guitars, graf-art and comedy performed by and large by local talent. Food was Mediterranean-inspired and included a three-course meal and full bar. The entrepreneurial team behind this exciting entertainment concept was not only new to Miami, but also new to the country.

Challenge
We often move fast, but in this instance we had to move at lighting speed. Albán Communications won the bid to produce a branding and launch campaign within an incredibly tight timeline of six weeks. Included in the scope: messaging platform, slogans, creative ideation for a billboard on I-95, story-building, PR and Influencer outreach and grand-opening event planning. All while adapting to the culture of our international client.

Results

  • We connected the new Wynwood business to its neighbors, making key and strategic introductions to neighboring establishments like O Cinema and the Wynwood Yard.
  • Building the brand from the ground-up, meant we provided all written content and guidance on visual and video pieces. We created storylines around the talent, grand opening and director for ongoing media coverage.
  • We fully immersed with the team, their office became our office. We did more than just consult on PR, we advised on the food experience, talent hires and other operational matters.
  • Our successful launch campaign resulted in multiple press hits simultaneously, including TimeOut Miami, Miami Herald Feature in Tropical Life, Miami Herald Weekend, WSVN Deco Drive and confirmations for future coverage from Ocean Drive Magazine, Wall Street Journal and CBS 4. We also secured a table of six reporters to attend the media preview/grand opening.

Filarmónica Joven de Colombia

Client Overview
The Colombian Youth Philharmonic (Filarmónica Joven de Colombia) was invited to perform at the iconic New World Center in Miami Beach on July 26, 2013. The performance was part of Colombia’s Promotion Plan Abroad, and was coordinated by the Ministry of Foreign Affairs, the Colombian Embassy to the United States and the Consulate of Colombia in Miami.

Challenge
To get the word out about the concert, and generate interest amongst both English- and Spanish- language audiences. The client wanted a full house, and coverage in all the major local media outlets. Most important to them was to go beyond just securing calendar placements, but to get features that spoke to Colombia’s Promotion Plan Abroad and interviews with the program’s sponsors, organizers and concert conductor.

Results

  • Over 33 press placements secured, generating impressions upwards of 23MM through radio, TV, print, blogs, and social media.
  • Agency collaborated with Miami.com, Miami Herald’s online counterpart, to promote the concert via a unique raffle giveaway of 10 tickets, which generated immense social media buzz.
  • Earned media included interviews or features with key spokespeople appearing in Huffington Post, Miami New Times, El Tiempo, MundoFox 8, Actualidad 1020, Semana.com, Univison.com, El Nuevo Herald, Miami Clasica, Diario Las Americas, Miami City Social, Ocean Drive Magazine and CBS 4.
  • Event was the talk of the town, and the concert hall had not a seat empty!

Iris on the Bay

Overview
Iris on the Bay is a new residential community located from 25-135 North Shore Drive, in Miami Beach’s North Beach neighborhood. The developers, The Spear Group and Braddock Financial, launched sales with Douglas Elliman in 2014. The private development consists of 43 four-story townhomes, with prices starting at $350 per square foot. The townhomes were offered fully finished, with amenities including private elevators, broad balconies and rooftop terraces.

Challenge
At the time, there was a lot of competition in the way of new residential construction. According to a Cranespotters.com article dated December 2014, 300 new condo towers were in development in the current real estate cycle. We wanted to breakthrough the clutter and showcase that Iris was distinctive and offered great value. One of the biggest obstacles facing the sales team was selling the neighborhood. Prospective buyers hadn’t heard of Normandy Isle, and were unfamiliar with North Beach. They didn’t know what to make of the area, which was not as polished or celebrated as its neighbor to the south.

Results

  • Kicked-off the campaign by producing a media tour of the neighborhood, showcasing key points of interest and organized city officials, business and community leaders to speak on North Beach.
    • Five reporters and bloggers attended the tour including Mundo Fox, Daily Business Review, Tropicult and MetroCitizen. We were also successful in generating placements from the aforementioned.
    • Produced video of tour with prominent speakers and beautiful backdrops that favorably positioned the neighborhood. Sales team said the video was a great tool for dispelling doubts.
  • In our three years of engagement, we stayed creative as did our storylines. Iris was regularly in the news, in outlets like Curbed Miami, The Real Deal, South Florida Business Journal, World Property Channel, 9Fi5th, Ocean Drive Magazine, North Beach News and Aventura Magazine.
  • In the spirit of Carl Fischer, who took to the waters to sell Miami Beach, we took to a pontoon boat to promote North Beach. We organized a boat tour for media, prospects and real estate agents. We procured none other than famed historian Dr. Paul George as our emcee, and Debris Free Oceans was included (not only as a benefactor) but to inform attendees of the marine life found in the area.
    • Media in attendance included South Florida Executive Magazine, CBS 4 and Bisnow.
    • A contract was signed for a unit as a result of the tour.
    • Albán Communications was nominated and won the Most Innovative Marketing Award from the Miami Beach Chamber of Commerce.

CHOPRA COACHING

Client Overview
Chopra Coaching is an executive and leadership coaching practice based in Miami Beach. It’s Founder and CEO Rajan Chopra, was formerly a derivatives trader on Wall Street and held senior executive roles in public and private companies, before launching his eponymous leadership practice.

Challenge
New to the Executive Coaching industry (and new to Miami), positioning Chopra as a thought leader required engineering. We had six months to develop Rajan’s personal brand online and offline, while generating interest from media and client prospects. Additionally, our industry research showed executive coaching to be on the rise, with more coaches getting certified making for a competitive landscape.  We also noticed that overall sentiments towards executive coaching were mixed.

Results

  • Smart storytelling and enticing news hooks led to byline articles and interviews with prominent local, international and trade media. Placements included features and mentions in Miami Herald’s Business Monday, MSN Money, US News & World Report, Miami Today, Crain’s Miami, SunSentinel, Entrepreneur Podcast Network and HedgeFund Insight.
  • We strategized and collaborated with Big Brothers Big Sisters Miami, a prominent local organization with a who’s who Executive Board, to develop a Money Matters Workshop in January 2017 to coincide with National Financial Wellness month. The event was so successful that a series on financial fitness was produced.
  • We pitched and secured numerous calendar placements for the workshop in outlets like The New Tropic and Miami New Times.
  • Secured Keynote Speech at Nova Southeastern University, where Chopra spoke about entrepreneurship.
  • Arranged partnerships and speaking opportunities with the Miami Finance Forum and Florida Alternative Investment Association.
  • Managed all social media channels going from less than 10 followers to over 300 and supported with blog schedule for Linkedin.