GRIT Chicago: Bronzeville Lakefront
Laying Groundwork for the Healthy Neighborhood of the Future
GRIT (Global Research Innovation Technology) Chicago is a real estate joint venture of Farpoint Development, Bronzeville Community Development Partnership, Chicago Neighborhood Initiatives, Loop Capital, McLaurin Development and Kaleidoscope Health Ventures. The GRIT partnership is developing a first-of-its kind "healthy neighborhood of the future" at the former Michael Reese hospital site in Chicago’s Bronzeville community. Over 20 years, the 100+ acre plus Bronzeville Lakefront project will include new residential and commercial opportunities, parks, trails and community spaces.
The Challenge
In a challenging stakeholder environment, real-estate communications must build a cohesive voice and content plan that targets the key stakeholders: residents, city, state, community based organizations, influencers and investors. This plan would have to clearly convey the compelling advantages of the development; align and integrate all targeted content in the ecosystem; and ensure all content is engaging, compelling and relevant to each target sector.
The Solution
Purpose Brand conducted primary research with key stakeholders and secondary research exploring benchmarks and topics relevant to stakeholders. We developed a cohesive content plan and messaging that has been applied to every part of the marketing mix, from website development and thought leadership to partner communications and community engagement. Purpose Brand conducts all earned, owned and paid media to meet a myriad of project needs. GRIT has garnered over 58 million impressions since the campaign launched, including The New York Times, Commercial Observer and Architect.
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