Case Study: GC Garcia

G.C. Garcia, Inc., a Nevada-based land planning and commercial real estate development services firm, is an expert in all areas of developing, redeveloping, acquiring, financing, and building new real estate projects. They specialize in everything from site evaluation, planning and zoning to developing and redeveloping creative projects as well as coordinating with appropriate government entities for the firm’s clients.

During the last twenty-plus years, the firm diligently earned its stripes as a trusted developer resource for its deal partners and clients. Though, the booming building economy of the last five years spawned new developer and redeveloper competition. When the competition moved from the sidelines onto the playing field, G.C. Garcia, Inc. asked Eberly & Collard Public Relations to conduct market and industry sector research to conceptualize and document a comprehensive annual marketing communications plan.

The Eberly & Collard Public Relations’ market research and publicity teams decided from the start that our accomplishments for G.C. Garcia, Inc. would be entirely focused upon multiple critical planning functions. Our research, brainstorming and marketing development processes were put to work to help G.C. Garcia, Inc.’s personnel advance strategic and creative approaches to more palpably communicate to and with their target audiences, spanning business-to-business and business-to-community market segments.

We more than welcomed the challenge, since helping our clients address competitive intelligence with robust strategies is what we do.

How we got there:

Through a series of internal and external market studies, our brand planners at Eberly & Collard Public Relations uncovered essential information about the state of the industry concerning Nevada and Southwestern United States Commercial Real Estate Development. This was followed by a S.W.O.T. Analysis our team managed for our client. Working alongside their leadership staff, our analysis revealed strengths, weaknesses, opportunities, and threats positively and adversely affecting share of voice and market encroachment for the development services firm.

We went from more than five different research formats to three weeks of creative brainstorming and strategy development. This involved a complex goal of developing and executing a stratagem to involve branding, public / media relations, social / digital media, and other forms of marketing.

We developed programs to enhance G.C. Garcia, Inc.’s business-to-business engagements within local and regional real estate and related business marketplaces, combined with applicable interactions with affiliated trade associations and select media outlets on local, regional and national levels.

All of this was planned to support augmented brand visibility; expand audience education of the company’s innate value; and help turn lead conversions to new business. The strategy we initiated also took into consideration plans to evoke a distinctive brand presence; communicate a series of unique selling propositions about the company’s service offerings; and generate publicity and editorial campaigns that consistently endeavored to influence the commercial, infill and redevelopment, engineering, office and industrial, land developer, and land speculator market segments, among others.

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Client Sectors Addressed
Annual Plan Months
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Client Market Areas Addressed

The Results:

Results included Designated Market Area objectives planned and purposed to deploy marketing messages throughout numerous key regions in Nevada, Arizona and Utah, with intensive marketing programs geared toward the Salt Lake City market.

The marketing plan included proposed campaigns to publicize 100 percent of G.C. Garcia, Inc.’s service specializations, vast industry knowledge and exceptional client relationships, while conveying the value the firm offers. Our writers, publicists and branding experts concepted specific resources for promoting G.C. Garcia, Inc.’s business entity, service capabilities, brand, website, attributes, priority sectors, select case-studies, and core competencies.

With the coordination of conceptualized “earned” media (media relations, published articles, publicity); “owned” media (branded content marketing, blogging, social media, and search engine optimization); and “paid” media (advertising and sponsored content), our plan supplied a full prospectus for reaching, informing and persuading new business influencers about G.C. Garcia, Inc. and the firm’s key personnel.

Event and public relations activity prototypes that could be replicated and implemented in select, key regions were theorized to include industry association and sponsorships; Corporate Social Responsibility programs; local and trade-venue client events, activities and interactions; local architect / developer / engineering engagement; ribbon cuttings / grand openings; and media tours.

Idea generation included the need for uncovering, assessing and securing speaking and panel opportunities to position G.C. Garcia, Inc. leadership as a unified industry expert and analyst at important conferences or industry events. An informal type of Speaker’s Bureau was considered for the year to create enthusiasm and marketability among vetted audiences.

Digital marketing, with a social and content management emphasis, was planned with a goal to restructure aspects of marketing for the development services business through implemented digital technologies. This was supported by planning for both trade and local media press campaigns as well as advertising and sponsorship programs.

The outcome of our work outlined a highly comprehensive annual marketing plan, which embraced and guided a new method for reaching and influencing our client’s target audiences with increased share of voice.