Equus Capital Partners
Maven partnered with long-term client Equus Capital Partners to announce a $260M portfolio acquisition spanning 11 apartment communities in six states.
Announcing a National Real Estate Portfolio Acquisition
When privately held Equus Capital Partners, one of the nation’s leading private equity fund managers, acquired publicly held Boston Capital Real Estate Investment Trust for $260M, Equus tapped Maven for a national media campaign. The acquisition was the second largest in the company’s history and included 11 apartment communities spanning six states. Equus needed to generate national awareness among investors and stakeholders, while promoting Equus as a new owner-investor in each of the six local markets.
To maximize exposure locally and nationally, Maven worked with Equus to create a tailored strategy for national press and for each media market where the communities were located. Maven identified key national and local outlets to give the exclusive story, then developed tailored messaging and a localized spokespersons for each of the six acquisition communities.
Media coverage of the acquisition resulted in 45M media impressions nationally, 9M media impressions regionally and 242,000 trade media impressions. The announcement was covered in key national real estate trade publications, and in all six regional media markets