CB RICHARD ELLIS
New England

CB Richard Ellis (CBRE)- New England, a joint-venture partner of the global real estate services firm CB Richard Ellis, came to SM& in 2007 to gain additional visibility in the media for its broad range of service lines. SM& was charged with working with CBRE to transform their local image, shifting the focus from them being lesser-known in the Boston market, and repositioning them as the best in the world, period.

SM& kicked off the engagement with an extensive review and analytical charting of CBRE’s competitors in the market to see where CBRE measured up in the media, and where they were lacking. SM& established that much of the visibility and awareness of the brand could be accomplished by engaging more of the CBRE executives with reporters on a frequent basis. To that end, all of the senior management and spokespeople underwent extensive media training to learn how to best communicate their specific messages to reporters.

Following media training, there have been a host of sit-downs with reporters that continue to be ongoing, supplemented by tactics such as promoting CBRE through announcements on leasing transactions, tenant improvements, investment sales announcements, quarterly research reports and green initiatives. We are also focused on recommending awards and developing nominations as well as creating longer format byline pieces for different groups to express their opinions on market dynamics.
Since July of 2007, SM&’s efforts resulted in more than 210 proactive articles in every major media target, including the Boston Globe, as well as award wins that have helped CBRE position themselves as one of the largest players in the real estate field in Boston.