ECD Company

A Resort-Style Experience
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Introduction

ECD Company, one of the most well-known real estate developers in Chicago, was heralded for projects in the travel and leisure space that include famed theWit Hotel and Hotel EMC2. But in early 2019, the company made a foray into residential real estate, using its luxury travel knowhow to develop a resort-style property, 444 Social, in Chicago’s northern suburbs. Seeking the kind of media splash that real estate-specific agencies promise but fail to deliver, ECD Company turned to our team, knowing that our relationships with local and national media could help drive apartment rentals for their unique, highly amenitized property. We were also tasked with helping to activate an event for their grand opening -- one that would not only be well received by members of the media but also would attract residents from Chicago’s north suburbs.
Real Estate
Public Relations & Branding
New Property Lacked Awareness
Highlight Unique Luxury Amenities

Scope

BRANDED

HYPERLOCAL MEDIA

Generating interest in 444 Social among suburban Chicago residents was critical to the success of the campaign. Our team has personal contacts with journalists in every major U.S. market and leaned on our Chicago-based relationships to inform area residents regarding the opening of 444 Social. Within the first week of the engagement, we were successful in generating opportunities with Chicago-based media outlets.

NATIONAL BUSINESS

ECD Company’s executive team wanted to create a cache associated with living at 444 Social, branding it a luxury property. Featuring amenities like an outdoor running track, a lake with kayaking and a resort-style pool, the company’s goal was to earn national recognition for the property. Placements in the most notable national business publications created an air of status around the property.

EVENT ACTIVATION

Because a property the caliber of 444 Social shows best in person, ECD Company leaned on our team to develop an event for the property’s grand opening. We identified PAWS Chicago as the charitable benefactor for an event that featured food trucks, live band performances and boat races on the property’s kayak pond. Residents from all of Chicago’s surrounding northern suburbs attended the event, leading to showings for the property.

Results

media

NATIONAL BUSINESS MEDIA

Forbes

FRONT PAGE STORY

Chicago Tribune

FEATURED ON TV

FOX Chicago

INDUSTRY RECOGNITION

Multifamily Executive

“444 Social took luxury living to a new level in Chicago's northern suburbs. It was a first-of-its-kind property, featuring never-before-seen amenities. I needed to partner with an agency that mirrored the creativity the property imbued and had ambitions of generating awareness of both local and national levels. Sharing my vision, Branded immediately delivered results, notably securing a cover story in the real estate section of the Chicago Tribune and a segment on FOX's 'Good Day Chicago' to promote 444 Social's grand opening. You can forget the status quo when working with Branded. It's a different kind of agency."

scott greenberg, President & co-owner, ecd company

Performance

RESULTS

<1 Week

Time Taken to
Secure First Placement

5

Minutes of TV
Time Earned

the branded approach

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