Challenge: HHHunt is one of the largest regional real estate development companies in the Mid-Atlantic with apartment, home building, master-planned communities, and senior living operations in four states. Despite this footprint, few people knew about HHHunt because prior to 2014 it had been managed as four distinct divisions. As part of a broader re-branding effort, Commonwealth Partnerships (CWP) was engaged to develop and implement a strategic PR campaign. Among the challenges were introducing the newly unified brand, highlighting HHHunt’s breadth and depth, and reaching distinct local audiences.
Solution: It became evident during the research process that this PR campaign would include a number of components, including media relations, social media, and content development. CWP worked closely with HHHunt to ensure that all these components would support the brand and the company’s “how you live” philosophy. Shortly after an internal rollout, CWP secured profiles in local and regional media outlets, including newspapers, magazines, websites, and TV. Social media was critical as well and CWP developed the #HowYouLive hashtag campaign to unify social media activity and content from all HHHunt divisions and communities.
Results: Since the campaign began, HHHunt’s brand has supported the company’s growth. HHHunt earned over 50 media placements in local and regional outlets in 2014, including the Richmond Times-Dispatch, Virginia Business, Washington Post, Triangle Business Journal, CBS 6, Daily Press, and more. Media coverage continues to increase year over year. The success on social media also has been notable as HHHunt has an active presence on Google+, Twitter, LinkedIn, and Facebook. Social media engagement has more than doubled since 2014. The #HowYouLive hashtag campaign has delivered great results with 98% of the posts using the hashtag deemed either positive or neutral. The results of the PR campaign supported HHHunt’s broader goals as revenue increased year over year.