Trends and Hot Topics

Nickerson Presents to BOMA in Final Roundtable of Year


Kevin McMahon, Lisa Nickerson, and Matthew King

Waltham, MA – In December, Nickerson PR, a full-service communications firm based out of Waltham, presented Boston’s Building Owners and Managers Association (BOMA) final roundtable of the year: “How To Build an Effective Brand.” Lisa A. Nickerson, principal and managing director; Matthew King, managing director of creative services; and Kevin McMahon, director of social media and digital content, were invited as industry leaders to share best practices that building owners and managers should consider while building and maintaining an effective brand.

“Everything is about how you relate to your people,” Nickerson shared. “Your people are not just editors; they are your current and prospective tenants, employees, and clients, as well as the neighborhood and the community. Create a relationship and foster that neighborhood within your own property. Use their voice to build your brand.”

“Social media has changed the way people interact with brands and with each other,” added McMahon. “Establish consistently named social media accounts for your property and use them to reach out and monitor conversations, respond to tenants in a timely manner, and keep tenants up-to-date on relevant information. Have all members of your team in agreement with the risk/crisis management plan, ensuring that even though the ownership may be unavailable, there is a clear chain of communication to aid in the protection of the brand.”

“Make sure the brand standards you have created filter throughout every medium supporting the brand,” King said. “Create a brand plan that starts at the signage at the entrance, carries into the garage, and follows into the lobby area. The use of digital signage within your space is another method of engagement. Each of these pieces represents your brand.”

BOMA Boston roundtables are monthly luncheons featuring industry leaders who provide updates on timely industry topics.