Embrey Mill
Mixed-Use Real Estate
Northern Virginia’s “Disneyland of Neighborhoods” Becomes Bestseller with PR
Embrey Mill, an 831-acre master-planned community located in Northern Virginia, turned to BCENE PR as the agency of record to build brand awareness across the Greater D.C. and Northern Virginia markets by driving interest and buzz to potential homebuyers and commercial retail partners.
BCENE PR began with a deep dive into the editorial landscape to shore up story opportunities for the Embrey Mill team and its builder partners. Our team created a strategic PR plan that served as a year-long roadmap to announce Embrey Mill’s new home collections, phases, amenities, builders and model homes. We also leveraged several local influencers to show a behind-the-scenes look at the “Disneyland of Neighborhoods.” Our influencer program included model home tours, a look at the trails & outdoor parks, Embrey Mill’s clubhouse and cafe and additional amenities.
Over the next three years, BCENE PR continued to promote new aspects of the community while also generating “new news” and coverage through creative PR campaigns, event marketing, thought leadership and influencer marketing.
The Results
Since 2019, BCENE PR has successfully generated 678+ coverage pieces, 578M impressions and 3.7M coverage views for Embrey Mill. By leveraging long-standing relationships with media and leaning on influencer marketing and events to build the drumbeat of consistent coverage, BCENE PR landed major feature stories and helped drive sales with key coverage including:
★ Regular contributed content placements and features in Builder Magazine, DC Military, Motherly, Pro Builder, PRODUCTS magazine and The Washington Post.
★ Landing a TikTok viral video of Embrey Mill’s “Drifter Dads”on local and national TV with coverage across all local DC broadcast stations and national syndication.
★ A Surprise Room Makeover Reveal in collaboration with local influencer, Sam Ryan Designs (samryan_designs), which also included a broadcast segment on DC’s local NBC station.
SERVICES:
Strategic PR Planning
Media Relations
Influencer Marketing
“BCENE PR is an extension of our own marketing team. They intimately understand our business and the impact of a solid PR strategy on sales performance. Brittanie and her team are creative, enthusiastic and extremely knowledgeable. BCENE PR continues to provide Embrey Mill with an outstanding level of media coverage and tangible results, which is incredibly important in a performance-driven market.”
Fred Garnes, Director of Marketing, Embrey Mill
WORK WITH US
We Are Currently Accepting New Clients