Kimco Realty, a NYSE-traded REIT, desired a high-impact communications strategy to establish the company and executives as industry thought leaders. They wanted these messages to be based on a single narrative to simultaneously serve the needs of their various audiences, complementing their traditional media outreach with a very aggressive social media presence.
At the heart of Gregory FCA’s integrated communications strategy was a groundbreaking blog – one of the first blogs for a REIT. The Kimco blog serves as a social media networking platform, communicating directly to key audiences, including investors, shoppers, analysts, independent retailers, national retailers, and employees. Working with Kimco subject matter experts, Gregory FCA creates fresh, new original content covering industry trends and developments.
Due to its fresh and insightful content, readership traffic on the blog is strong and 60 employees are now featured authors (the blog launched in 2011 with only four). The blog is now frequently used as the main way to communicate news to employees. This content is repurposed on many levels to drive Kimco’s media relations efforts, and has been featured inThe WallStreet Journal, Forbes, Newsday, The Boston Globe, National Real Estate Investor, Seeking Alpha, andReal Estate Forum.