Business Communication Group - Strategic Marketing Solutions

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Fort Harrison Reuse Authority

Situation
In 1993, Indiana state law established the Fort Harrison Reuse Authority to redevelop 550 acres of the former U.S. Army installation in Northeast Marion County. In 1995, the newly established Reuse Authority required assistance in its public communications and marketing efforts.

Solution
Two primary goals were established: 1) Maximize the public's knowledge and awareness of the activities of the Reuse Authority; and 2) Develop for the Reuse Authority a positive and informed environment in the real estate and development markets in central Indiana. The primary tactics used to achieve these goals were business-to-business efforts and media relations. Extensive news releases and personal presentation to key journalists and editors were conducted over three years.

Success
A media relations effort was planned and executed to develop and maintain special relationships with key journalists to ensure accurate, informed and frequent reporting of Reuse Authority activities. From 1995 through 1998, annual print articles on Reuse Authority activities exceeded 100. The effort reached throughout the Midwest, including stories in the Chicago Tribune, Christian Science Monitor, and key trade publications.