When traditional investment models weren’t working for the independent, family-run McMenamins hospitality group, it made a bold choice by inviting the community to join in. In need of $8 million to transform the six-acre Anderson School property in Bothell, Wash., into a destination akin to its celebrated Edgefield property, McMenamins not only turned to outside investors for the first time in the company’s history, but also took advantage of a new opportunity to go straight to individuals.
The Maxwell team knew that to draw mission-driven investors, they had to first connect people with the McMenamins story – the company’s distinct personality, creative approach to business, and proven track record. To launch the offering, we went back to McMenamins’ roots, sharing its story of historical preservation and commitment to community through the development of a dedicated microsite, documentary-style video, full-court-press media relations, targeted paid e-blast, social media, and direct mail.
Our carefully managed outreach to local, regional, and national media garnered more than 45 stories. Proving the adage that seeing is believing, the video received 1,000 views in the first week. But most importantly, the investor inquiries started rolling in on day one, and the company successfully recruited the needed investors to begin construction.