The design of the new residence hall exemplifies ADD Inc’s innovative process. Designers drew on the best ideas from junior and senior staff members to harmonize the goals and aspirations of college professors, administrators, students, trustees, alumni and the building’s owner, the Massachusetts State College Building Authority (MSCBA). ADD Inc conducted in-depth benchmarking, hosted focus groups and design charrettes, and developed full-scale mockup units for students to explore and critique.

“MassArt wanted the building to stand out in the Boston skyline and meaningfully identify them as an art college,” said B.K. Boley, lead architect and principal, ADD Inc. “It was the students’ idea that the building look like a painting and that it be just as colorful and vibrant as they are. ADD Inc suggested Gustav Klimt’s “Tree of Life” which helps convey the school’s rebirth and continuation.” In September, the incoming student residents voted to nickname the building, “The Tree House”.

The 21-story, 145,600 square foot building features a ground floor café and living room, a second floor health center, and a third-floor communal “Pajama Floor” with kitchen, game room, laundry facilities, and fitness center. The rest of the 17 floors are made up of 136 suites configured in single, double and three-bedroom layouts.  Click here for more information: http://www.prweb.com/releases/2013/3/prweb10490059.htm

Opportunity:
Oberhausen Marketing & Public Relations was retained by Starwood Capital Group (SCG) to rebrand the old Gansevoort Miami Beach as The PERRY South Beach as well as manage the public relations, marketing and programming for The PERRY South Beach as it eventually began an extensive renovation to both the hotel and condominiums.

Approach:
We were given six weeks to concept, develop, produce and launch a significant local market campaign. We successfully launched a campaign to coincide with a heavy tourism period and special events including South Beach Wine & Food, Winter Party, Winter Music Conference, Boat Show and Spring Break. Components included Adbikes, mobile ads, airplane banner ads, taxi ads, outdoor, print and online. We were also charged with keeping this hotel relevant with the local and major feeder markets post rebranding campaign as the property went through renovation. We worked with the savvy SCG to develop a series of special offers, website updates and marketing programs. And we leveraged our local and national relationships to program events at the hotel that drove consumers and media to the property.

Results:
Through our group efforts, the hotel actually exceeded forecast and increased its occupancy and ADR. Special events that we programmed at the hotel include major Art Basel Miami events, Model Beach Volleyball, Miami Beach Polo, Saveur & Grey Goose Food & Summer Punch Wars, DJ Irie Celebrity Golf Tournament, Swim Week fashion shows, Fiji Water Summer Splash and Orange Drive to name a few.

Opportunity: Oberhausen Marketing & Public Relations was retained by Coral Hospitality to help assess the current situation at the Gansevoort Miami Beach and improve its overall marketing performance.

Approach: We rolled up our sleeves and dug into all available consumer data, interviewed guests, developed a target guest profile, gained visibility into all booking channels and uncovered opportunities to enhance the guest experience. We recommended a significant shift in marketing spend to target consumers directly and drive them into their most profitable booking channel, their website. As the hotel was coming into season, we needed to reach the largest amount of consumers most effectively. We were awarded the controls of all marketing channels and we launched an aggressive online and interactive marketing campaign consistent with the brands message.

Results: In short, our efforts helped the hotel exceed forecast and produce the most revenue since its opening. Our SEO strategy drove 15% more consumers to the website, our Pay-Per-Click campaign increase in ROI by 200% and we produced a fully tracked, creative online campaign utilizing the most advance system in the industry.

Opportunity:
Architect Jonathan Cardello, Principal – Director, ADD Inc Miami hired Oberhausen Marketing & Public Relations (OMPR) to increase awareness of their multi-million dollar renovation and redesign of the history Shelborne South Beach hotel and the firm’s other significant architecture and design practices.

Approach:
Our goal was to execute a media relations program to build awareness of ADD Inc Miami’s Shelborne South Beach refurbishment a year prior to completion. We not only secured media coverage and interviews in top architecture, hospitality design, hotel trades and South Florida publication but also arrange speaking engagements for lead architect Jonathan Cardello in key hospitality trade shows.

Results:
Due to the ongoing results and greatly increased visibility, ADD Inc Miami secured new major market projects and retained OMPR to manage their public relations in both the South Florida and Boston markets. Below is a highlight of result:

• Architectural Record – ADD Inc Miami and the Shelborne South Beach renovation project were featured in a five-page article. The magazine had covered the Shelborne 70 years ago when it first opened.
• MIAMI Modern Luxury –ADD Inc Principal and Director Jonathan Cardello was profiled in this top South Florida lifestyle magazine as a result of his Shelborne South Beach renovation project
• HA+D (Hospitality Architecture + Design) – Featured ADD Inc’s design of the Shelborne lobby in a story on stylish hotel lobbies.
• The Miami Herald – Lead architect Jonathan Cardello was quoted in story on the revival of the historic Shelborne hotel – “We wanted to take the MiMo concept and modernize it and give it a sleek and sexy feel.”
• The Wall Street Journal – ADD Inc Miami’s design of South Florida’s first robotic parking garage was included in story on high-end architects designing sleek, chic parking garages in Miami Beach
• Archdaily – one of the top architecture sites featured ADD Inc Miami’s design of BGT Partners world headquarters in Hallandale Beach.
• Additional coverage included Hospitality Design, Boutique Design, Hotel Business Design, Design Book, HOTELS, Florida Trend, FOX News.com, The Real Deal, Curbed and Ocean Home.

Opportunity:
In order to build greater awareness of their practice among consumers, pediatricians and hospital administrators, Pediatric Critical Care of South Florida (PCCSF), a medical group that manages the Pediatric Intensive Care Unit (PICU) at Joe DiMaggio’s Children’s Hospital in Hollywood, Florida and North Naples Hospital, retained Oberhausen Marketing & Public Relations (OMPR) to plan a holistic, strategic approach to their marketing efforts.

Approach:
After a careful analysis of PCCSF’s strengths and overall objectives, OMPR made a series of recommendations to help differentiate PCCSF among competitors through marketing initiatives and messaging that help reach its target audience with its unique selling proposition. These communications were carried throughout various touchpoints – branding, collateral materials, events, website and social media platforms.

Results:
In order to meet the Public Relations objectives for PCCSF, OMPR reached out to media outlets in the South Florida area. As a result of targeted, continuous pitching efforts, PCCSF received media coverage that included television, print and online. Some highlights include:

• ABC Affiliate – WPLG, Channel 10 – PCCSF was prominently featured in a segment regarding their approach to family-centric, at-home care
• Fox Affiliate -WSVN, Channel 7 – Dr. Gerald Lavandosky from PCCSF was prominently featured in a segment regarding the practice’s life-saving efforts
• South Florida Parenting – Members of PCCSF are regularly featured as authorities in pediatric care in both the print and online versions of the Sun-Sentinel’s family-lifestyle publication
• South Florida Business Journal – PCCSF was included in the publication’s Top 25 Physician Practice Groups

Oberhausen Marketing & Public Relations was named agency of record for Pediatric Critical Care of South Florida (PCCSF), a group of leading pediatric intensivists who specialize in the treatment of hospitalized children.

“We hired Oberhausen Marketing & Public Relations for their marketing and public relations expertise,” said Gerald Lavandosky, M.D., Managing Partner, Pediatric Critical Care of South Florida.  “We look to them to enhance the visibility of our pediatric intensive care units and our family-centered care approach, in which parents and families are not only included in each and every step of the treatment, but are also trained to provide at-home care once the patient is released.”

Oberhausen Marketing & Public Relations will provide PCCSF with public relations and marketing counsel to increase awareness of their pediatric intensive care unit (PICU) at Joe DiMaggio Children’s Hospital in Hollywood, FL; their family centric approach to in-hospital and at-home care; and their pediatric critical care services and specializations such as sedation medicine, pre- and post-operative cardiac care, dialysis and transport medicine.

“Pediatric Critical Care of South Florida is one of the premier providers of pediatric critical treatment in the state of Florida,” said Josh Oberhausen, Principal of Oberhausen Marketing & Public Relations. “We look forward to sharing their story through strategic media relations and marketing that reaches parents and referring pediatricians in South Florida’s tri-county area and beyond.”

For more information on PCCSF, click on this link:

http://www.pccsf.com/blog/oberhausen-marketing-public-relations-named-agency-of-record-for-pediatric-critical-care-of-south-florida

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