Promoting a National Real Estate Portfolio

Challenge

Equus Capital Partners is one the nation’s leading private equity real estate fund managers, managing more than $4 billion in assets across their portfolio. Since 2008, Maven has acted as the firm’s Agency of Record, executing a national media relations strategy for acquisitions, dispositions, fundraising and company news for Equus as well as its multifamily division, Madison Apartment Group. As consumer preferences shift, Equus has increasingly tasked Maven to help target millennials, and align that population with demographic trends across the Equus portfolio.

Strategy

To help Equus break into new markets, Maven devised a multipronged media strategy, targeting regional markets where Equus plans to expand or build their presence. To showcase the depth and breadth of the firm’s expertise to investors, Maven proactively positions Equus executives as go-to resources for trade and industry press. In addition, Maven executed the brand re-launch of both Equus and the Madison Apartment Group to highlight the firm’s increasing focus on the technology, mobility and tenant/resident services that appeal to today’s younger consumer.

Results

Equus consistently makes headlines as an industry and thought leader, with more than 1,200 media placements and 700 million impressions across financial, real estate, business, and consumer publications over the past seven years. Key profiles of the firm’s investment strategy, leadership, and investment assets have appeared in each of the firm’s target media markets, including Philadelphia, Atlanta, Boston, Chicago, Raleigh Durham, Washington DC, South Florida and Scottsdale, Arizona, along with Top Tier National Media cthe New York Times. Equus’ executives have become a quotable resource for trade publications seeking experts on the Gen Y consumer; recent placements have appeared in key trades and technology publications such as GlobeSt, Multihousing News, Multifamily Executive and Technic.lly Philly, to name a few.

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