One Riverwalk Apartments wanted to garner positive community perception. The property owners wanted to liaise with the City of Knoxville leading up to its grand opening and open its doors in Knoxville with broad appeal. One Riverwalk utilized Ackermann’s community relations engagement process, and we began by conducting our “define and discover” phase which included a series of focus groups and brand perception audits. From this, we determined three primary opportunities – Communicate the project to the local Downtown community; Open the doors for the community to come and see the property; And coordinate with the City of Knoxville to maximize awareness leading up to a grand opening event.
Ackermann also provided strategic community relations recommendations and implemented these elements accordingly. Our recommendations included – Photography, social media, videography, and other marketing communications to connect with the Downtown community; hosting community groups on the property such as Keep Knoxville Beautiful, Alliance for Better Nonprofits, and business networking groups, among others; development and implementation of local advertising to intrigue prospective residents; Community event sponsorships including Pedal Jam, First Friday, USA Cycling National, Concerts on the Square, Rhythm N' Blooms, and Open Streets Knoxville; Onsite video series Beverages by the Bridge with local young professionals; Host a well-attended grand opening event in partnership with the City of Knoxville. As a result of these community engagement and marketing activities, One Riverwalk Apartments reached its occupancy goal, improved its standing in the Downtown – South Waterfront community, and completed the project in good standing with the City of Knoxville.