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Not Just Another Groundbreaking
Member: Paul Eisenberg
Client: Acorn Development Corp
Challenge: During the heyday of suburban office construction, groundbreakings had become so commonplace that by the time Acorn Development Corp. was ready to break ground for its Four Falls Corporate Center, getting publicity for another new office park groundbreaking was almost next to impossible.
Strategy: While gathering information for press kits on the new development, it learned that more than 90 percent of the site was solid rock, so it was suggested that Acorn break ground with a dynamite blast instead of the traditional shovels or earthmoving equipment. Then, because the site bordered the Schuylkill Expressway, instead of inviting the press to a ground breaking ceremony, a media advisory was sent out asking them to alert motorists and neighbors not to panic when the blast went off at 1:30 p.m. because it was just a new office park groundbreaking.