From Vision to Visibility
Drake Farms Launch Case Study
Results
Specialized Real Estate Group (SREG) partnered with AM Group to support the public introduction of Drake Farms, a 165-acre neighborhood in Fayetteville that will take shape over the next 15 years. The goal was to clearly explain what the project is, how it will come together over time, and why it matters within the context of the region’s growth. AM Group led the development and distribution of a press release designed to introduce Drake Farms in a way that felt straightforward and easy to understand, while still conveying the scale and long-term nature of the project. The announcement served as the foundation for how the development will be positioned with media and the public moving forward.
Challenges
One of the primary challenges was introducing a large, multi-phase project without overwhelming the story. There is a lot behind Drake Farms, but the initial announcement needed to stay focused and accessible, giving people a clear understanding without getting too far into future phases. It was also important to make the story relevant now. While much of the development will happen over time, the messaging needed to connect to current conversations around growth in Fayetteville and resonate with both local audiences and broader business media.
Solution
AM Group developed and distributed a press release that focused on clarity and relevance, introducing Drake Farms as a connected neighborhood rather than a collection of separate uses. Messaging highlighted the scale of the site, the mix of housing, healthcare, and commercial space, and how those elements will come together over time. The release also grounded the project in Fayetteville’s growth and the history of the land, helping it feel familiar rather than abstract. Distribution was targeted across local, regional, and select national outlets to build early awareness, generate coverage, and establish a consistent narrative from the outset.