Providence |
|
Campaign Objectives Create enthusiasm and top-of-mind awareness, launch and brand a new master-planned community Metroplex-wide. Develop a colorful, eye-catching, "hip" mixed-media campaign that would reach the cynical, media-savvy Generation X buyer. Reach an ethnically and demographically diverse first-time buyer audience currently renting or with the assumption they cannot afford a new home. Develop a compelling, easy-to-enter contest utilizing a nationally known retail partner to deliver a coveted WOW grand prize of furniture that a typical first-time home buyer wants and needs. Utilize non-traditional media vehicles including web, retail and entertainment venues backed by newspaper, Internet, and television in an exciting, fun and visually enticing campaign. Obstacles Overcome perceived far-out location and long commute to employment centers by focusing on all the recreational and entertainment facilities the community offers. Introduce a non-traditional housing product with no brick that is offered in the community, while promoting the neo-traditional community lifestyle.
|
|
Details Integrated campaign vehicles included logo graphics, community signage, model signs, weekend directional signs, billboards, builder and developer sales center displays, brochure, website, Internet banner ads, direct mail, retail point-of-sale displays, newspaper, magazine, Hot On Homes television segments, Grand Opening contest with ROOMS TO GO giveaway and on-site two-day event.
|
|
Results Award-winning grand opening promotion "Win the WOW" and on-site events achieved 2407 registered prospects in a two-week period, and the community sold 118 homes in four weeks. The website achieved 71,585 unique visitors in less than nine months, with 2,254,728 page view hits. The site averages over 7900 unique visitors a month with high minutes of use. Campaign has delivered 13,097 registered prospects in first eight-month period with a cost per registered unit of $34.22 with headcounts exceeding over 50,000 people. Builders achieved 358 net sales in less than nine months. Phase I sold out in January 2003 with Phase II sales launched. |
|
