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NEW BOSTON FUND
SM& has been the agency of record for New Boston Fund (New Boston), an independent, privately owned real estate investment, development and management firm, since 2005. Founded in 1993, New Boston has developed or acquired commercial and residential properties with a cumulative market value of about $4.4 billion, including 23 million square feet of commercial real estate and 7,500 residential units across New England, the Mid-Atlantic and the Southeast. New Boston’s investment vehicles cater to high net worth and institutional investors and the company has nearly $2.5 billion in cumulative investment and development activity through seven successful private equity real estate roman numeral funds and its Urban Strategy America (USA) Fund. The USA Fund is a New Boston real estate investment fund that executes on the promise of a triple bottom line- generating solid returns to investors, spurring economic development and workforce housing, and promoting environmental sustainability.
SM&’s first charge with New Boston was to find a way for the firm
to clearly communicate their distinct lines of business: real estate investment,
development, property management and the uniqueness of the USA Fund. We completed
a communications audit, resulting in a new tagline- “People, Values,
Returns”- as well as an elevator pitch and strategic plan to leverage
all of New Boston’s assets, including its dynamic executives, innovative
approach, and community partnerships across the company’s regions in
order to obtain positive media coverage and raise New Boston’s visibility
among joint-venture partners, investors and public officials. Leveraging the
regional, local and industry media in each of the markets New Boston is in,
we have positioned New Boston as a leader on key industry issues, including
most recently, Responsible Property Investing, or RPI, as a forward thinking
property and project manager, and as an innovative real estate developer.
Utilizing media relations tools including media tours, speaking engagements, awards, personnel releases, ghost-written bylines, breaking news hooks, events such as groundbreakings and ribbon cuttings, we have secured on New Boston’s behalf more than 200 local and national and trade media placements, ranging from the South Florida Business Journal and the National Real Estate Investor to The New York Times, The Boston Globe and the Washington Business Journal, to name a few. SM&’s integrated campaign for New Boston has also included positioning Jerry Rappaport, the charismatic president and CEO of New Boston Fund, as a thought leader through speaking opportunities, awards, and exclusive private round table events with a hand-picked hard-to-reach audience, a regular event we have produced in Boston and Washington with great success.
