Your Brand’s Next Evolution.
MCB Real Estate is a national commercial real estate investment management and development firm headquartered in Baltimore, Maryland. With a nationwide portfolio of approximately $4 billion in assets under management, MCB owns and manages approximately 20 million square feet, with nearly six million square feet in its development pipeline including industrial, office, retail, mixed-use, multifamily, and healthcare.
Challenge
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Despite a $4B national portfolio across industrial, retail, and life sciences, MCB was still perceived primarily as a Baltimore-based developer.
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Entering a rapid growth phase, the firm needed to recalibrate market perception without abandoning its Baltimore leadership position.
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MCB needed to expand national visibility, diversify media representation beyond its co-founder, and expand awareness.
Strategy
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National Media Expansion: Leverage established relationships with top-tier industry and mainstream outlets to introduce MCB to priority growth markets including Texas, New York, and Southern California.
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Leadership Amplification: Build a multi-voice thought leadership platform, positioning MCB’s broader executive bench as credible national experts through placed op-eds and commentary.
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Expand the Brand: Design and deploy online, environmental and print assets that embody the MCB difference, leave an impression on the audience and tell the brand story with impact.
Results
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National Repositioning: Vitamin helped shift MCB’s narrative from a regional success story to a recognized national commercial real estate leader.
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Scale and Reach: We delivered 227 targeted media placements generating 740M impressions across broadcast, print, and digital channels.
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Established Branding: A digital pressroom, property brochures, white papers, and vehicle branding with drive to web landing pages to engage target audiences.
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227 Media Placements
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740 M Media Impressions
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15 U.S. Markets
Public Relations Program
Through strategically ghostwritten op-eds and targeted national media interviews, Vitamin amplified executive perspectives that reflect MCB’s sector-wide expertise. As MCB’s partner, we active work to reinforce credibility, signal leadership at scale, and makes it unmistakably clear that MCB’s $4 billion portfolio is supported by one of the deepest and most experienced executive teams in the industry.
National Results
Vitamin’s ability to transition MCB onto the national stage was fueled by our endemic expertise in commercial real estate. We speak the language of the industry, from the unique sector nuances to the specific trends fueling of the broker community and investors.
Newsroom
MCB’s digital newsroom was designed to help establish the firm as a national authority. By centralizing and elevating nationwide press coverage alongside a diverse and credible bench of leadership voices, the newsroom ensures the market clearly understands the depth behind the MCB name.
Property Management Van Wrap + Landing Page
Connecting physical presence to digital performance, we designed a property management landing page and matching vehicle wrap for MCB to function as one system. The wrapped vehicles establish credibility in the real world, while a simple QR call-to-action moves prospects directly into a focused digital experience built to convert interest into qualified leads.
Once on the site, visitors are met with clear positioning around MCB’s property management services, leadership depth, and ongoing company news. The landing page reinforces operational scale and accountability, while capturing qualified, engaged leads.
Digital White Papers + Property Brochures
We developed a scalable system of white papers and property brochures anchored by a custom InDesign template that balances efficiency with polish. Built for real-world use by MCB’s in-house team, the framework makes it easy to produce consistent, high-quality materials without sacrificing brand integrity or user experience.
Each piece reinforces clarity, credibility, and professionalism, ensuring that whether the audience is an investor, tenant, or partner, the materials feel intentional, cohesive, and unmistakably aligned with MCB’s standard of excellence.
“MCB was counting on Vitamin to organically shift the narrative they’d sustained for many years, and establish them on the national stage for the long-term. Our clients stay because we build momentum, and maintain it, year after year. For MCB, we didn’t just chase clips. We built a national reputation that matches the caliber of their $4 billion portfolio.”
– Mike Karfakis, Founder, Vitamin
