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How JLL's Partnership with The Business Journals Boosted Its Brand in Commercial Real Estate

Goals and objectives

JLL is a commercial real estate company and has been a longtime partner of The Business Journals. Their overarching business goals for this partnership have previously focused on brand alignment and thought leadership. This year, they wanted to drill down into more tangible outcomes for their native content, including driving qualified traffic to their website.

Through our discussions with JLL, we found that they were in a unique position to provide lucrative insight into their local market of Atlanta. Their local team members (including brokers) had first-hand, qualitative knowledge of their market and submarkets, both geographically and within the commercial real estate market, and the national organization as a whole provides a wealth of data and research. But where JLL needed help was leveraging those insights, finding the right audience and positioning themselves as a key authority on Atlanta commercial real estate.

Our combined goal was therefore to align JLL with the trusted voice and valuable local insights the Atlanta Business Chronicle delivers to its audience, demonstrate the expertise available at JLL to their desired target audience, and persuade that audience to learn more about JLL’s business services.

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