Vestar / West 7 th
Public Relations + Social Media
The Challenge
As the managing group of the vibrant West 7th development nestled between Fort Worth’s downtown and cultural districts, Vestar needed to cultivate the crowds and the image that their tenants expected. They approached J.O. in early 2016 to solve the problem.
The Solution
At J.O., we know any campaign is only as good as the research that drives it, so we interviewed Vestar’s retail and restaurant tenants, as well as residents of the Lofts at West 7th. Armed with the necessary quantitative insights, we conducted a workshop with Vestar stakeholders to identify weaknesses within their brand and reputation management strategy. Thanks to this interactive research, we learned that despite offering Fort Worth’s best in retail, dining and entertainment, the West 7th development was suffering from brand and image ambiguity.
So, J.O. created a unified brand identity and marketing strategy. J.O. also took charge of public relations, garnering positive media coverage for multiple tenants while managing stigma surrounding parking and high tenant turnover rates. A social media campaign executed in conjunction with Vestar’s marketing director was the icing on the cake.
The Result
The outcome exceeded expectations. For a single event, J.O. reached 187,357 viewers via earned media, an ad equivalency value of $15,626. J.O. also became heavily involved in managing West 7th social media channels, all of which have grown at a break-neck pace. Instagram has seen an increase in followers of 112 percent. Facebook has seen an increase in page likes of 2.9 percent and an average post increase reach of 5 percent. Twitter followers increased by 5.5 percent.
By creating a cohesive brand and message, and by amplifying their name in the community, J.O. was able to drastically increase West 7th brand awareness and improve its corporate reputation.
