American Nevada Company Campaign Case Study
American Nevada Company came to Imagine Communications with a tall order. It wanted to see a 200% increase in legitimate new leads/inquiries and a 100% increase in new client acquisition for commercial property management and project collaboration. Imagine’s account services and public relations team new they had to get to work to grow American Nevada Company’s profile in the target markets of Southern Nevada’s property owners and managers, construction companies, real estate developers and other industry leaders.
In doing so, media opportunities were consistently identified to reinforce the company’s image as a good neighbor and company on the move. These points of interest included new client and commercial property acquisitions, collaborative opportunities, new hires, awards, charitable contributions, fundraisers and community involvement. All news that was fit for print.
With 50 years in the local industry, American Nevada has a lot going for it, and at any given time it has many developments and projects in the works. On the community side, Phil Ralston, president of American Nevada Company, annually participates in fundraising efforts for the St. Baldrick’s Foundation, a nonprofit that funds research on childhood cancer. Over the years, his fundraising team has raised more than $1 million. Natalie Allred, vice president of property management, also serves as the advocacy chair for the Juvenile Diabetes Research Foundation, one of the world’s largest nonprofit funders of type 1 diabetes research.
Consistently distributing quality feature press releases, announcements and media advisories twice a month, on average, led to press pickups and created a realistic impression of American Nevada Company’s community activities and expertise as an industry leader. This helped reinvigorate the company’s brand identity and position it as a go-to resource for journalists in search of a source or industry insight.
During 18 months of this integrated campaign, the company received 34 positive stories in local and industry media, including print, radio and internet outlets. These stories and links were added to the company’s website, which helped to elevate its search engine rankings under key phrases, as well as provide supportive e-mail content to solicit additional five-star Google reviews from clients and partners. Adding these new links and stories to the American Nevada Company website allowed the site to increase its organic Google ranking from page 12 to first position under the key phrase “commercial property management Southern Nevada” and second position under “commercial property management Las Vegas” during the life of the campaign.
American Nevada Company, in turn, leveraged this coverage to support its client acquisition efforts and new project opportunities. This resulted in several new collaborative developments and commercial property management contracts, and property management and development business doubled over the previous 18-month period.