Announcing a National Real Estate Portfolio Acquisition

The Challenge

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.

45M

Media impressions nationally

9M

Regional media impressions

6

U.S. regions targeted

Strategy

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.

Results

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