Land Sales Campaign

NAI COlumbia

Media relations services

NAI Columbia hired Flock and Rally to help build awareness among its target audiences of the company’s brand shift from NAI Avant to NAI Columbia, to showcase its core services and to be recognized as a top leader in commercial real estate. Flock and Rally executed a media relations campaign as a subset of the larger, integrated marketing plan.

The purpose of the Land sales media relations campaign was to leverage storytelling to secure a feature article that put NAI Columbia directly in front of its target audiences. We wanted to go beyond typical real estate business news updates that come from press releases and tell a deeper, human-interest story about how NAI Columbia is invested in Columbia region and moving it forward.

For this campaign, we focused on the land sales team, highlighting the years of experience and unique position they hold in this niche area of commercial real estate. We showcased the story behind the father-son-duo and the economic impact of land sales in the greater Columbia region. The attention to detail and high-technical quality were evident through the campaign’s strategic composition, powerful photography and the robust presentation of the press kit.Flock and Rally developed a digital press kit with two main goals in mind: 1. The content should answer who, what, when, where, why and how. 2. The content should be turnkey for the media. Writing followed AP Style and photos were taken by local photographer Ashley Wright. The creative appeal was through storytelling, which was the driver behind our overall campaign.To tell this story, we focused heavily on the story line: “Meet the dirt guys: the part of commercial real estate no one is talking about. Father-son duo Tom and Tombo Milliken with NAI Columbia have 50+ years of experience.”

Flock and Rally successfully shared the untold story about land sales in the Midlands region through the lens ofNAI Columbia’s Milliken team, a father-son-duo with more than 50 years of collective experience in the industry. The result was an in-depth Columbia Regional Business Report cover story.