From Events to Earned Media: Making a New Neighborhood Newsworthy
Brookfield Residential sought to build awareness for Lakeside at Trappe, a new master-planned community on Maryland’s Eastern Shore. With new phases and amenities coming online, the goal was to establish a positive reputation, generate steady earned media coverage, and drive traffic to community events and model home tours.
BCENE PR developed a two-year integrated communications program blending media relations, influencer marketing, and event-driven storytelling.
2023 Highlights
Seasonal lifestyle events: Savor & See, Summer Event Series, Major Fall Event
Grand opening activations: Townhome Models Delivering Announcement
Editorial outreach to Baltimore Sun, Washington Post, Builder, Multifamily Dive
Influencer partnerships for model home tours, chef activations, and community events
2024 Highlights
Tentpole events: Brews & Browse community tour, Amenities Grand Opening, Summer Sessions, North Pole Holiday Tour
Stay & Play influencer campaign with onsite overnight content creation
Creation of a local vendor bank (56+ vendors, realtors, influencers)
Dedicated influencer budget to recruit four creators for consistent content
Execution | Events & PR Campaigns
Drafted media alerts, calendar listings, and press releases for each major event
Secured placements across regional and national outlets (Baltimore Sun, Pro Builder, Washington Post, Livabl)
Coordinated activations with food trucks, breweries, and local small businesses
Influencer Marketing
Contracted influencers including Megan Winokur (@mrsmeganjane) to highlight “Stay & Play” experiences
Activated local lifestyle, family, and realtor influencers with a combined reach of 60K+ followers
Generated reusable content (photo/video) for Brookfield’s digital channels
Results
Through consistent, strategic PR and influencer campaigns, BCENE PR transformed Lakeside at Trappe from a new development into a buzzworthy community destination. By leveraging local events, thought leadership, and influencer activations, the program secured nearly 75 coverage pieces in just 24 months, expanded awareness across the Mid-Atlantic, and established a replicable playbook for Brookfield Residential’s community launches.
Across two years, BCENE PR delivered nearly 75 pieces of earned media and influencer coverage, establishing Lakeside at Trappe as one of Brookfield’s most visible new communities.
Media Coverage
28 total placements in 2024 alone across Livabl, Pro Builder, Baltimore Sun, My Eastern Shore MD
Brews & Browse featured in The Baltimore Sun, reaching 4.26M audience and generating 5.56K views
Influencer Impact
Multiple influencer activations in 2024 reached 60K+ followers
Megan Winokur’s Instagram content: 22.7K followers reached and 2.1K+ impressions
Community Engagement
Over 56 local vendors, realtors, and influencers engaged via the vendor bank
Events such as Brews & Browse and Summer Sessions drove onsite traffic and boosted community visibility
WORK WITH US
We Are Currently Accepting New Clients