Altus Group

Key Tactics

Earned Media, Public Relations


The Altus Group, a Toronto-based real estate software firm, sought to establish itself as a thought leader in the U.S. market after publishing an executive confidence index about commercial real estate in 2017. The report received media coverage in Canada, but Altus needed an earned media strategy to expand into the U.S. market.


Proof tailored information surrounding Altus’ publication to make it relevant and compelling for U.S. publications during a time when all attention was focused on the inauguration of a new U.S. president.

Proof capitalized on a time-sensitive window of opportunity by tailoring pitches to capture media interest of the new administration’s investment in national infrastructure and conducting aggressive outreach by phone and email.


Proof and The Altus Group communicated the complexities of the 2017 Real Confidence Executive Index and received significant U.S. coverage, including:

  • 11 media placements from Proof’s direct pitching
  • Total estimated potential reach of 25 million
  • Secured placements in outlets including Forbes, The Huffington Post, and World Property Journal

Proof Strategies Buildings

Share Article