Shortly after construction began, Standard Assembly, Wedgewood-Houston’s (WeHo’s) first mixed-use, multifamily community, engaged REED to help fill its residential and retail spaces with Nashvillians and local businesses. REED executed a local media campaign and planned a bespoke grand opening event to celebrate all stakeholders and Standard Assembly’s vibrant neighborhood.
Prioritizing media relations first and then closing a campaign with a unique event encourages stakeholders to champion a brand beyond the excitement of opening.
REED’s strategy centered around leveraging the brand’s high-end yet community-oriented feel and its creators’ expertise.
Our team developed and executed targeted pitches to local business and real estate-centric outlets, which produced a steady flow of coverage leading up to Standard Assembly’s grand opening. REED pitched newsworthy updates throughout the campaign and offered thought leadership from Standard Assembly’s creators in the time between announcements.
Once the property’s opening was announced, REED commemorated its launch with a hyper-local, creator-inspired affair, featuring beloved WeHo products from Dozen Bakery, Jackalope Brewing Company and more. The celebration gave over 150 partners, residents, investors, business owners, family and friends time to gather in the property’s lobby and revel in the beautiful community that they created.
During the project, REED secured 33 pieces of coverage for Standard Assembly, reaching 156 million unique monthly viewers. Highlights include news shared in the Nashville Business Journal and an op-ed in the Tennessean about how to foster genuine connection in Nashville’s rapidly growing communities.
The event forged partnerships with prominent hyper-local businesses and created memories within the community that will add value for years to come. Combined with the creators’ sales expertise, the overall campaign resulted in one of the fastest-growing occupancy rates in the city and a community full of happy residents.