Gerding Edlen Development: Media relations, marketing & corporate communication

Metropolitan Group has worked on multiple projects over the years with Gerding Edlen Development, a national leader in sustainable development with the most LEED-certified projects of any developer in the U.S.

We managed all media relations and consult on marketing for Gerding Edlen’s Portland projects and on corporate communication. We have placed local, regional and national media stories on the announcement, sales start and move-in of many notable projects including the Gerding Theater, the country’s first LEED Platinum historic renovation; The Casey, the country’s first LEED Platinum residential building; and the Civic/Morrison, a dual-tower project combining condominiums and low-income/transitional housing in a revitalized stretch of Portland’s core. Newly begun projects we’re working on include Cyan/PDX, a small-unit condominium building that encourage residents to “green” their lifestyle as well as their home; and 12W, an apartment and office tower that will generate its own electricity via rooftop wind turbines.

We also work with Gerding Edlen and its partner, Williams and Dame Development, on media relations for Portland’s South Waterfront, the nation’s largest sustainable urban renewal project. The emerging neighborhood combines condominiums, retail and an expansion of Oregon Health & Science University (OHSU). We came on board as the district’s second condominium project, The John Ross, was in a public review phase and was being strongly challenged for its height. We quickly secured an editorial board visit at The Oregonian that resulted in a very positive editorial, and created a neighborhood engagement process to strengthen relations and foster authentic dialogue. We went on to work with local and national media on a variety of stories on the district’s lifestyle, its development and scope and its design. We have gained and managed multiple media placements in New York Times, USA Today, Alaska Airlines Magazine, The Oregonian, Portland Tribune, Portland Business Journal, Daily Journal of Commerce, Willamette Week; on the Sundance Channel and the Robb Report; on public and news radio; on broadcast television news; and on other media outlets.

Our work with Gerding Edlen began back in 2001, when we developed a marketing campaign focusing on “discovering the lifestyle” of The Henry, a LEED Gold (first of its kind) condominium tower in Portland’s nationally recognized Brewery Blocks neighborhood. We designed a print advertising campaign, produced a digital “Lifestyle Montage” that was continuously displayed on a 50-inch plasma screen in the showroom, developed and implemented the showroom grand opening and numerous other cultivation events including “urban experience dinners” for potential buyers, and placed numerous stories including one on the front page of USA Today. The building was 100 percent sold out seven months prior to completion.