NORMANDY REAL ESTATE PARTNERS
Introducing a Major Real Estate Player to the Boston Market

Normandy Real Estate Partners (Normandy), a real estate investment and management firm, quietly became the largest purchaser of commercial properties in Greater Boston between 2006 and 2007. Although the New Jersey-based firm invested more than $1 billion spread among 33 commercial properties, two luxury hotels and various development sites in the area, they were virtually unknown in this market beyond a small circle of industry insiders.

Normandy came to SM& looking to implement a strategic communications plan to raise their visibility with key stakeholders in real estate as well as with potential tenants, hotel operators and government officials. SM& began its engagement with Normandy in May of 2007 and devised a strategy to position Normandy Real Estate Partners on issues relevant to the Greater Boston real estate market. Our approach focused on employing tactics such as promoting the Normandy “brand” through announcements on transactions, tenant improvements, redevelopments/redesigns, leasing agreements and hotel agreements. We also focused on promoting Normandy through award and byline submissions and as expert sources for reporters around the region.

Between May of 2007 and October 2008, SM&’s efforts resulted in more than 75 proactive articles in every major media target, including the Boston Globe, as well as award wins and strategic events that helped Normandy position themselves as one of the largest players in the real estate field in Boston.