Even though the National Investment Center for the Seniors Housing & Care Industry (NIC) is the leading provider of financial data for seniors housing, it was mostly unknown outside of its industry.

Insight:
Crosby designed a highly targeted strategy to build relations with top consumer business and real estate journalists. At the same time, Crosby “powered up” NIC’s visibility in the trade press.

Approach:
NIC data was used on Lou Dobbs Tonight and in 50+ articles in 2009, including in The Washington Post, The New York Times, Forbes, Associated Press, CNNMoney.com, and dozens of business journals and daily newspapers. In addition, The Wall Street Journal and U.S. News & World Report now frequently call upon NIC for their stories. On the trade side, Crosby’s efforts have led to cover stories, special supplements, NIC-branded data columns and bylined articles.