CASE STUDY: UrbanDigs.com
UrbanDigs.com, an expansive chart platform and data research site covering Manhattan's
residential real estate marketplace, wanted to garner attention for its website re-launch and the
new value-added tools offered through it -- all on an aggressive six-week project timeline. It
engaged The Boreland Group (TBG) to help it accomplish the following goals:
Get the word out about the re-launch
To assist UrbanDigs.com with these objectives, TBG utilized a variety of public relations tactics.
Working from a detailed public relations program that was customized to and approved by the
client, the firm created a comprehensive media list focused on NYC-area press, the site's primary
audience, for both proactive story pitching and the distribution of the press release, which it
created on UrbanDigs.com's behalf. TBG leveraged the firm's existing legacy in the release and
clearly articulated the benefits and "whys" behind the re-launch. To ensure that the firm's
principals were prepared for media interviews, TBG also helped to refine positioning and
message points for the owners, allowing them to communicate key messages at a glance,
and provided public relations support for a re-launch event with both collateral and social
This targeted approach led to immediate success. Within less than two weeks of the official
re-launch, TBG secured interviews and placements in the following media outlets:
Wall Street Journal
Website Design by The Site Station
Photography By Jill Lotenberg
The Boreland Group is a public relations firm in NY that creates and implements performance-driven public relations programs that deliver results.
U.S. Naval Institute
Major N.Y. City
of business-building attention!
Drive users to the new website
Create excitement, understand and interest around the regenerated brand
To supplement the efforts, TBG produced an e-blast highlighting the re-launch, as well as a
media invitation list and content for an in-person event to introduce VIP attendees, reporters and
editors to the newly revamped site. Social media support was integral to the effort. TBG reviewed
and expanded upon UrbanDigs.com's 4,000-plus Twitter followers and crafted a series of a dozen
tweets to support the re-launch and share news stories on it with members of its target audience.
"We are extremely pleased with The Boreland Group," says Noah Rosenblatt, the founder of
UrbanDigs.com. "They were extremely responsive throughout the life of the program and
delivered the results that were promised. They complemented our efforts and acted as true
partners in the process. We couldn't have asked for more."