Polsinelli

CASE STUDY

Challenge:

Polsinelli is an Am Law 100 firm headquartered in Kansas City, with more than 800 attorneys in 19 offices, serving corporations, institutions, and entrepreneurs nationally. The New York City office is home to a strong and growing real estate practice that provides development, leasing, financing, capital raising and deal and tax structuring services, among others. Despite the practice’s success, it was flying under the radar of the New York real estate and banking communities. Polsinelli engaged Adam Friedman Associates to elevate its profile among the city’s real estate movers and shakers.

Strategy:

AFA developed a program designed to establish Dan Flanigan, Chair of the firm’s Financial Services & Real Estate Department and Managing Partner of the New York Office, as a thought leader on trends in New York real estate. The two-pronged program consisted of a media relations campaign in which Flanigan was featured in opinion pieces, interviews and profiles in leading New York real estate, law and lifestyle publications, and speaking engagements and sponsorships at premiere regional industry events.

Results:

Top-tier industry publications such as Commercial Observer, Globe Street, The Mann Report, New York Real Estate Journal (NYREJ) and Real Estate Weekly, to name a few, have featured Flanigan, the firm and other Polsinelli executives. Flanigan wrote opinion pieces on timely hot topics (including Airbnb regulation challenges and the conflicting goals of landmarks preservation and development) for NYREJ. The media campaign has increased Polsinelli’s visibility in the New York real estate community and resulted in reporters frequently seeking out Flanigan as a news source.

Part of the effort involved Flanigan’s appearance as a speaker and panelist at select real estate events. Among the events with the greatest impact was a sponsorship of the 92nd Street Y event “Between the Bricks: A Sneak Peek at Residential Development in NY,” which AFA secured on Polsinelli’s behalf. “Behind the Bricks” featured New York’s top developers, including Jeff T. Blau of Related, Abby Hamlin of Hamlin Ventures, Jared Kushner of Kushner Properties and Steven Witkoff of Witkoff Group, who discussed the leading trends affecting the city’s ever-changing real estate market. The sponsorship resulted in the firm’s exposure to more than 250 members of New York’s real estate establishment, including lenders and developers, who attended the sold-out event.