BOMA: Turning Economic Research into National Headlines
The Challenge
BOMA International sought to elevate awareness of the economic importance of commercial buildings beyond the real estate industry when releasing its 2026 Market Study: The Economic Impact of U.S. Commercial Real Estate. The challenge was making dense economic findings understandable, timely and relevant to different journalists and communities. An equally important goal was to reinforce BOMA International’s position as a leading voice and trusted authority in commercial real estate, using the study to demonstrate its expertise on the industry’s economic contributions and evolving trends.
The Action
CS-Effect developed a clear narrative connecting building operations to jobs, wages, suppliers and community economies, highlighting the memorable finding that each $1 spent on building operations generates $2.22 in economic output. From there, we created national, industry and localized story approaches and targeted priority markets, developing customized pitches for business, commercial real estate and specialty journalists. We crafted the news release and coordinated announcement outreach, personalized pitching, interview opportunities and journalist follow-up.
CS-Effect also conducted one-on-one media training with BOMA spokespeople to help them explain complex findings, answer questions and deliver consistent, compelling messages and developed adaptable message guides so BOMA representatives across the country could communicate local implications of the research and pursue regional opportunities.
Results
