
CLIENT
The Richardson at Tarrytown is a sophisticated boutique style residential rental community that is the only one of its kind located in Central Austin. Designed by award-winning Austin based architectural firm, Dick Clark + Associates, The Richardson is located at 3215 Exposition Blvd in the heart of Tarrytown and offers one, two, and three-bedroom floor plans ranging from 1,208 to 2,957 square feet. The coveted property boasts 27 stairless living units, an array of amenities and unmatched privacy in a resort style setting. The Richardson at Tarrytown hired The PR Boutique Central Texas to build brand awareness through event marketing, social media management, community positioning and media relations.
GOALS & OBJECTIVES
- Craft The Richardson at Tarrytown message
- Introduce The Richardson at Tarrytown to target audiences
- Secure media placements through strategic pitches
- Generate awareness through grand opening events
- Grow The Richardson at Tarrytown brand awareness through social marketing
CHALLENGES
The Richardson at Tarrytown did not conduct a strong proactive pre-leasing public relations or advertising campaign. Because the development is located in a residential neighborhood, there was a lot of misconceptions and misunderstandings among the Tarrytown residents. Prior to being retained, a local paper printed several articles highlighting gross innacuracies about the sophisticated rental community.
SUCCESS METRICS
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- During The Richardson at Tarrytown’s inagural three months, the property opened with a bang to a targeted group of more than 200 guests
- Award winning, world renowned rug designer, Kyle Bunting, made a guest appearance at the grand opening event.
- During the first three months, the proprty’s Facebook page grew more than 500 percent and The Richardson’s Instagram grew more than 100 percent.
- The sophisticated rental residential community enjoyed a cover story in Tarrytown Living, substantial coverage inAustin Business Journal, Community Impact, Multi-Housing News, GlobeSt.com and Curbed Austin. An op-ed appeared in the West Austin News.
- The Richardson developed strong community ties through stragegic partnerships with West Austin Youth Association and Rotery Club of West Austin.
- As a result of The PR Boutique’s media outreach, features have been secured:
- Community Impact, March 31, 2017
- New Tarrytown residential rental units to be ready by summer
- Multi-Housing News, April 3, 2017
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- The Richardson at Tarrytown Begins Leasing
- https://www.multihousingnews.com/post/the-richardson-at-tarrytown-begins-leasing/
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- GlobeSt.com, April 4, 2017
- Curbed Austin, April 4, 2017
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- New Tarrytown luxury apartments to feature all stair-free units
- https://austin.curbed.com/2017/4/4/15184180/austin-new-apartments-tarrytown-luxury
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- Multi-Housing News, May 16, 2017
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- Tarrytown Boutique-Style Community Announces Grand Opening
- https://www.multihousingnews.com/post/tarrytown-boutique-style-community-announces-opening-date/
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- InFluential Magazine, May 11, 2017
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- The Richardson at Tarrytown Announces May 25 Grand Opening
- http://influential-magazine.com/the-richardson-at-tarrytown-announces-may-25-grand-opening/
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- Austin Business Journal, May 11, 2017
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- Veteran Austin developer delivers upscale apartments in Tarrytown
- https://www.bizjournals.com/austin/news/2017/06/08/veteran-austin-developer-delivers-upscale.html?ana=e_du_prem&s=article_du&ed=2017-06-08&u=mTuEv9nASoSHqIUt7TiTFGabFpM&t=1496954466&j=78347131
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- Community Impact, June 12, 2017
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- 27-unit apartment complex The Richardson at Tarrytown opens on Exposition Blvd.
- https://communityimpact.com/local-news/austin/central-austin/news/2017/06/12/27-unit-apartment-complex-richardson-tarrytown-opens-exposition-boulevard/
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CLIENT TESTIMONIAL:
“You all are great! You nailed it.” The Ricahrdson at Tarrytown Developer