Newton Nexus is a 142,000 SF mixed used environment located in Newton, MA in the Needham Square Corridor. Opening in Spring of 2017, one of America’s oldest industrial parks, and former home to Trip Advisor, will receive a major facelift, offer additional retail to the growing area, and act as a new center for community activities. To celebrate the recent developments of the Newton Nexus mixed-use retail space project, Crosspoint Associates, hired the Nickerson team to help envision their groundbreaking ceremony. Within three weeks, the integrated communications firm implemented their knowledge of public relations, design, social media, and event planning to draw public and media attention to this memorable event.
Nickerson was to draw traffic to the groundbreaking ceremony, while creating notoriety and recognition within the community and to the local community leaders in Newton, MA. With a restricted deadline, there was a necessary urgency to promote the event and attract viewers onto Newton Nexus’ website for potential leasing purposes.
To effectively do so, we created a strategy that consisted of custom designed eblasts, working with an existing brand, to create an eye-catching graphically designed format that would best represent the Newton Nexus event. Along with eblasts combined with PR, social and creative design efforts, our event management team strategically worked to develop an effective event plan to create a highly customized ceremony for the recent developments at Newton Nexus.
- Event Management
- Public Relations
- Social & Digital Marketing
- Graphic & Web Design
Crosspoint Associates, headquartered in Waltham, Massachusetts, is a regional real-estate development, investment, and management company. The company’s objective is to be a leader in mixed-use, retail, and commercial real estate throughout New England. Crosspoint serves their investors, employees, and tenants by consistently creating and managing developments of lasting value to the communities in which they develop or acquire.
Out with the Old in with the New
Held in a vacant industrial office building, our event management team sought to create an aesthetically pleasing environment that represented Newton Nexus’ clean cut brand standards. Upon entrance of the event’s location, red and white balloons ordained the entryway. Within the event’s main room, a table with Nickerson employee’s greeted those in attendance with custom designed nametags. Companies that participated in the event included Bay North Capital LLC, Newton Needham Regional Chamber, Stateside Construction, Washington Trust, and Eastern Bank.
Breakfast food and drinks were available to all those in attendance. High top tables fitted with custom linens and decorative flowers were dispersed throughout the room for men and women while they waited for the ceremony to begin. Notable attendees included City Councilor Deb Crossley, Economic Development Director for the City of Newton Nancy Hyde, Frank Sterns of Holland & Knight, and Howard Levine of K&L Gates. Guest speakers included: Kerry McCormack, Crosspoint’s Director of Development, and the Mayor of Newton, Setti Warren, City Councilor Deb Crossley, and Jonathan Hueber of Crosspoint . When all guest speakers were done addressing the audience, the event moved outside with the guidance of the Nickerson team. Outside Nickerson helped Crosspoint “break ground” by ordering customized Newton Nexus shovels and construction helmets to truly create an overall feel of how special the event was. Professional photographs were taken to capture special moments from the event.
Public Relations / Social and Digital Marketing
Nickerson was able to drive a measurable amount of traffic onto Crosspoint and Newton Nexus’ website through creating two effective eblasts, which reached over 100% of the industry’s average open rate. The first eblast was created for invitational purposes, which included a RSVP button. The second eblast was sent out as a recap of the event and also as a special thank you for those who attended. Photos that were taken were included in the email along with a link to the photo gallery. After the event ended, a press release was created to highlight the successes of the groundbreaking ceremony.
Graphic & Web Design
Our graphic design team, working with an existing brand, created useful signage and effectively caught each participant’s attention. Besides designing the format for the two eblasts, our graphic design team created a Crosspoint donation check, designed the custom engraved shovels, and customized menu cards and nametags that reflected Newton Nexus’ brand standards.
141-165 Needham Street Newton, MA
HFA Allevato Architecture Group
Bay North Capital LLC
Newton Needham Regional Chamber
Mayor Setti Warren
City Councilor Deb Crossley
Economic Development Director for the City of Newton Nancy Hyde
Frank Sterns of Holland & Knight
Howard Levine of K&L Gates