Case Studies

Client
Colliers International (March 2009-July 2011)

Project
Raise the agency’s media profile

The brief
Generate increasing levels of media coverage of Colliers International’s campaigns and research knowledge every week - across key identified business, property, broadcast and regional media, to raise the profile of the agency and connect with potential buyers.

Solution
In a pure marketing organisation such as a commercial property agency, PR has an important role to play.
By getting to know the needs of the individual journalists and the way that the individual brokers operated, we were able to lift the level of media coverage in key publications dramatically year on year.
Key to this approach was an understanding of the place of PR and media relations as a core tool in the marketing mix for the brokers: successful regular media coverage is one step along the path to a realised commission, but it also helps to place the broker and property in the minds of both vendors and buyers.

Results
Record media coverage for the agency, improving significantly every year:

2009    218 articles published
2010    362 articles published – up 166%
2011     219 articles published (to 14/07/11 – more than in all of 2009, another major step up, prior to the role being brought in-house)
Total coverage March 2009-July 2011: 800 articles published

“George has shown us what can be achieved in terms of positioning Colliers and our client facing teams in the media. We have significantly increased our story output over the last 2 years, creating 800 published articles, which is a testament to George’s ability as a PR professional to create compelling and newsworthy stories.”
Bruce Gallie, Chief Operating Officer New Zealand, Colliers International

“Ever since George became involved with my Metro Team we have seen our results change dramatically. During 2010 our profile increased in the marketplace dramatically and this was directly related to the coverage George got us in the media publications. He was vital in the launching of our Auction business and integral in the exposure we were able to give our clients. Whilst he was not the only reason we doubled our income in 2010 he was certainly instrumental in making this happen.”
Charlie Oscroft, Auckland Metro Sales Manager, Colliers International