Real estate development
Client: EYA, Bethesda, Maryland
Background:
EYA, known for urban infill development, was developing a unique project in Silver Spring, MD, that involved building new housing units alongside the historic renovation of the National Park Seminary. The area was first developed in 1887 as a railroad-era hotel and retreat from the city. The hotel, designed by noted Washingtonian architect T.F. Schneider, was not successful and in 1894, it was turned into National Park Seminary, a finishing school for young women.
Objective:
To utilize the groundbreaking as an opportunity to inform a targeted audience with aims to drive sales to the newly opened sales office.
Challenge:
Groundbreaking ceremonies occur so frequently, that they do not receive much news coverage in the Washington area. The challenge was to prove that EYA's groundbreaking event was more newsworthy than other groundbreaking ceremonies taking place during that time.
The Solution...
Strategy:
BCI staged the groundbreaking event in a unique setting, in front of a very visual part of the project, the Japanese Pagoda. We invited the Governor of Maryland and several other political dignitaries who were directly involved in the success project. Since the project has great historical significance, we invited supporters who worked to save the site, and alumni of the former girls school to attend the ground breaking. The girls' school alumni were honored were also able to relate their memories of the property.
Results:
Coverage of the opening appeared in the Washington Business Journal, The Washington Post as well as in local and county papers.