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Communications Case Study: NAI Pfefferle, Alpine Resort

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When companies have a big announcement to make, whether it be the sale of a company, an acquisition or construction on a new facility, it is important to develop a plan of action that includes strategic communications. This helps the company plan ahead, mitigate any challenges before they take place, and reach their target audience. Red Shoes Inc. is the expert in strategic communication pieces and media relations. We help businesses share their story by setting up a plan to proactively communicate the narrative.


Client: NAI Pfefferle; Alpine Resort

Services provided: Strategic communication planning and media relations


It was an honor to work with NAI Pfefferle (formerly Newmark Grubb Pfefferle) on the iconic Alpine Resort located in Egg Harbor, Wisconsin, in Door County. Our mission was to help get the word out about the resort going up for sale for $15 million while at the same time ensure that going public with the listing didn’t impede on the bookings of their seasonal business. A resort steeped in history, Alpine is known throughout the Midwest and beyond as a beautiful, nostalgic and relaxing getaway owned by the same family for almost 100 years.


Red Shoes was tapped to help get the word out through strategic communications, with specific strategies set for internal and guest communications as well as media relations. To date, the results have been outstanding. After an extensive media and communications plan and strategy was set, we got to work. The Alpine has been featured in media outlets across the country, including the Associated Press and as noted by NAI Pfefferle, our efforts are helping generate leads for the sake of the property.

“With this size of property, we wanted to make sure we were getting the word out as much as possible to reach potential buyers and we are doing just that,” Tom Fisk, senior commercial real estate advisor for NAI Pfefferle, said.

“There’s a lot of noise out there in terms of the amount of information people consume in a day. With Red Shoes’ guidance and expertise, we were able to stand out in the crowd,” Tom Scheuerman, managing broker for NAI Pfefferle, said.


Red Shoes continues to work with organizations to develop the right messaging to fit each organization’s audiences. Working ahead and being proactive will save you time and resources in the long run.



Photo courtesy of NAI Pfefferle.

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