What We’ve Learned From the Launch of The Elevator Speech: 22 Weeks and 41 Posts Later

By Edward M. Bury, APR
Director of Marketing and Communications, BOMA/Chicago

BOMA/Chicago is accustomed to taking the lead.  In fact, the concept of building owners and managers working together to support their investments and the industry was started with the founding of BOMA/Chicago in 1902. Over the years, the organization has been a forerunner in labor and governmental relations, and has championed energy conservation and the creation of the world’s first commercial smart grid.

BOMA/Chicago was also one of the first BOMA federations to actively use social media to reach our varied stakeholders, communicate with members and position the organization as a thought leader.  In June, we took a bold step forward with the debut of this blog, designed to be “The online voice of Chicago’s building owners and managers.”

Here’s a snapshot of results stemming from The Elevator Speech to date:

And, now a few thoughts on what we’ve learned:

  • The commitment.  We have committed to publishing at least one post per week.  We’ve averaged a little better than that. One key regular feature is the Friday “What We’re Reading” post, a chronicle of key real estate, business and social events in Chicago.  We’ve learned that publishing a blog takes work and dedication.
  • The strategies.  Before launching the blog, we developed a marketing plan built upon four key strategies.  Reflecting back on the posts published to date, we’re keeping on target.  Having these guidelines in place helps keep us focused on what we want readers to take away from each post.
  • The intangibles.  As noted, we’ve received posts from 14 members.  Their participation signals interest and commitment to BOMA/Chicago and the industry.  We provide a vehicle to communicate and they provide their insights and expertise.

And, one more thing: We’ve realized that competing for attention in the ever-crowded online communications landscape is challenging.  But we’re up for the challenge and remain confident The Elevator Speech will continue to evolve and grow – providing we stay true to our mission to be the “online voice of Chicago’s building owners and managers.”  If you have thoughts on the value behind blogging, we’d welcome them. And, if you’re a BOMA/Chicago member and you’d like to contribute a blog post, please drop me an email at ebury@bomachicago.org.


About Edward Bury

Director of Marketing & Communications at BOMA/Chicago
This entry was posted in BOMA/Chicago Events, CRE Trends and tagged , , , , , , , , , , , , , , , , , . Bookmark the permalink.

4 Responses to What We’ve Learned From the Launch of The Elevator Speech: 22 Weeks and 41 Posts Later

  1. Thanks for this post. We just recently launched our website and blog and it’s good to know that we are not the only ones looking to gain traction. We’ll be sure to check in regularly…good luck!!!

    • BOMA/Chicago says:

      Hello: Thanks for your comment. Best of success with your online communications. One bit of advice: Incorporate your website and social media into your overall marketing and communications strategy.

  2. I’m extremely inspired together with your writing talents and also with the format on your blog. Is that this a paid topic or did you customize it yourself? Either way stay up the nice quality writing, it’s rare to see a nice weblog like this one these days..

    • BOMA/Chicago says:

      Hello: Thanks for your message and kind words. The Elevator Speech is produced by BOMA/Chicago, with contributions from members of the organization. We do not pay bloggers for content. We sincerely appreciate your support and hope you’ll continue to find value in reading The Elevator Speech.

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