About the Client:
Triton Investment Company is a Denver-based private equity company that invests primarily in real estate assets. Among their vast holdings are 15 residential and office properties in Denver, an 8,500-acre ranch in Colorado, and 31 properties in the City of Detroit. Triton sees the continued growth of its business as being tied to its continued investment in Detroit.
- Strategic Communication
- Event Production
- Brand Positioning
- Strategic Matchmaking
- Business Development
Taking advantage of its expertise in historic properties and the economic climate in Detroit, Triton Investment Company desired to expand its portfolio of residential properties in the area. Using its first large-scale acquisition as an introduction into the market, they retained Ignition Media Group to rebrand Alden Park Towers and introduce it to the target tenant audience.
In August 2012, the company purchased Alden Park Towers, a 382-unit, multi-family residential property on Detroit’s east riverfront. Built in 1922, the beautiful property fell into disrepair due to a lack of upkeep and reinvestment. By the time Triton acquired the property, both the building’s residents and the owners of surrounding properties expressed concern about blight and other forms of distress.
Using our signature, integrated approach, the Ignition team implemented a multi-pronged marketing program. First, we crafted a research strategy that called for a local competitive review of more than 30 properties, followed by a national benchmarking exercise. With the ultimate goal of making the property palatable to the steadily growing “young professional” demographic, we conducted an Alpha Panel made up of a diverse group of young professionals to validate our direction. With research in hand, Ignition drafted a comprehensive marketing and PR plan, which we continue to execute against today. After a successful campaign garnering extensive media coverage, we then produced Alden Towers’ grand opening event, which featured remarks from then-Mayor Dave Bing, representatives from Governor Rick Snyder’s office, and members of Detroit City Council. Ignition was responsible for the management of all logistics including guest list curation, food and beverage, entertainment, security, and parking.
The grand opening event cultivated by Ignition was attended by more than 300 prospective tenants, real estate professionals, influencers, and local elected officials. Since that time, the building’s occupancy has hovered around 98%. In addition to the opening event, Ignition has successfully cultivated strategic relationships (for Triton) with local corporations (including, but not limited to, Quicken Loans, Henry Ford Health System, University Preparatory Academy and Blue Cross Blue Shield of Michigan) designed to make employees at some of the region’s largest companies aware of Triton’s Detroit portfolio. Triton continues to enlist this same Ignition support as they continue to acquire residential properties.