BRAND TRANSFORMATION
KDC specializes in developing strategic marketing growth plans
that align with your investment plans.
“Kate has been instrumental in enabling us to tell our story as an innovator in our industry. She has helped position our Safehold brand as the founder of the modern ground lease ecosystem, worked to deliver our inaugural ESG sustainability report, and has played a central role in the revitalization of Asbury Park, NJ as a premier East Coast beach destination. I congratulate Kate as she embarks on her next venture.”
— Jay Sugarman, Chairman and CEO, iStar
Challenge:
Elevate iStar’s branding/communications program to support investment team, drive investor and customer awareness in the market and increase deal flow. Ultimately, scale the business and drive stock price for both iStar and Safety, Income & Growth (now Safehold).
Solution:
Convinced C-suite of the need to rebrand iStar’s innovative ground lease REIT platform to Safehold. Hired creative agencies to help develop new company name, logo, website, marketing materials, hero video for website and social media, as well as thought leadership content program/blog and full content marketing plan. Hired PR agency to drive awareness, generating over 3 billion media impressions. Built communication strategy. Launched iStar and Safehold’s inaugural ESG sustainability reports and formed an internal ESG Advisory Council to create accountability and increase scores with third party ratings agencies. Following launch of the Safehold brand in Feb 2019, stock price increased from $19/share to $74 as of June 2021 and transaction volume grew from $799k to $3.5 billion in deals.
Challenge:
Transform the perception of Asbury Park into a premier East Coast beach destination, to pave the way for increasing the value of iStar’s real estate asset.
Solution:
Partnered with community and local business leaders, as well as multiple internal partners and teams to optimize strategic planning, marketing communication and budget allocation initiatives.
Built the “Asbury Park Now” brand, hiring advertising, creative and PR agencies to launch campaign. Highlighted existing partnerships including rock photographer Danny Clinch, to build awareness and drive extensive media coverage.
Opened Asbury Ocean Club- first 5 star Residence & Hotel in AP, NJ. (the #1 USA Today New Hotel). Launched advertising campaign, hired sales team, social media consultant and PR team. Opened Asbury Lanes (bowling and music venue) with Bruce Springsteen; brought in The Bowery Presents to do programming with big name performers and hired PR to drive media coverage.
Strategic initiatives generated billions of media impressions and were instrumental in helping to sell record-breaking $5 million Penthouse Unit. Sales have doubled in the last year (now over 50% sold).
Challenge:
Turn around and revitalize Lane Bryant’s image as a staid women’s plus-size brand.
Solution:
Based on extensive fashion connections, orchestrated designer collaborations to create and launch new product lines. Developed breakthrough “I’m No Angel” social media campaign celebrating women of all sizes, resulting in 18+ billion media impressions driving brand awareness and profitability.