Arvida Realty Services, the state’s largest independent real estate brokerage and the fifth largest in the nation, retained Kiskinis Communications, Inc. immediately after the St. Joe Company, a publicly held company based in Jacksonville, acquired Prudential Florida Realty in April of 1999. Our firm’s objective was to support the advertising branding campaign in Miami-Dade County through well-placed news/feature stories and by-lined articles authored by top management in key business and consumer publications.

Challenges
1. Founded nearly 75 years ago, Prudential Florida Realty had significant name recognition both in the marketplace and within the industry.
2. Arvida had long been identified as one of Florida’s leading residential developers, but until the acquisition had never previously offered residential and commercial real estate sales services.
3. As a result of the acquisition, the company was in transition with many Realtor associates leaving to pursue other opportunities.


Action
1. Kiskinis Communications supported the branding campaign with well placed stories on the newly named company regional manager. Stories appeared in The Miami Herald, Miami Today, Sun-Sentinel, South Florida Business Journal and Miami’s Community Newspapers.
2. Developed and coordinated such neighborhood events as historical tours and special theater performances.
3. Promoted education initiatives with Miami-Dade Public School System and corporate giving program through Arvida Realty Foundation.
4. Implemented print advertising campaign targeting international business traveler.

Results
1. Arvida Realty Services has widened the gap between its competitors, and is involved in one in every three home sales in Miami-Dade County.
2. Total number of transactions in Miami-Dade for the first six months of 2001 have increased 13.5 percent over the same period last year totaling 2,809.