A biotech future.
Transforming Our World.
Cronin Development is changing the face of Boston, with new biotech and condominium development, a new shuttle for underserved communities and resurrecting a dry dock – one of only five remaining on the eastern seaboard.
The context
Development is Boston (and anywhere) is hard – licensing, permitting, community issues, ESG and more. Cronin Development is a leading developer transforming the face of cities with a mix of new and preservation of old. A company like that, operating in complex environments, needs the right kind of visibility, reputational credit for the good it does and social engagement with key stakeholders, to ensure the success of its projects.
The conflict
Cronin is developing a mixed purpose facility that combines the future of biotechnology with a past focused on Boston’s ship repair. Its vision is to preserve a crucial blue-collar industry, even as it is supporting the emergence of the hottest new sciences on Boston’s waterfront. To ensure success, the company needed a media strategy to publicize its excellent vision, its educational partnerships, its preservation of union jobs and its training programs in underserved communities. It also needed a social engagement program to reach key opinion leaders and government officials. Boathouse group brought it to life.
The idea
Press! Press! Press! Seed a story of social good in the top media in the Boston market. Talk about the great things Cronin is doing for the city and its people. After that, take the story national highlighting the unique attributes of the facility and helping to drive business/regional economic development for Boston’s ship repair industry. Leverage influencer media with op-ds and bylines to raise awareness with key stakeholders. Finally, augment our great results in print and broadcast, with a social media program aimed at amplifying coverage, but also micro-engagement with key decision makers in government and business critical to the success of Cronin’s efforts.
