Savannah
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Campaign Objectives Launch, brand and position the community's resort-level amenities and country-club lifestyle. Create a memorable "Grand Opening" and sustaining campaign reaching the target audience of Achiever first-time and first-time move-up buyers. Host a Realtor® Grand Opening event reaching all North Dallas, Plano, Frisco, McKinney and Denton, associates and make the community a "must-see, top of the list" location. Design a multi-media vehicle campaign utilizing newspaper, print, television, web and a unique point-of-sale information center experience. Maintain continuity of all graphics to reinforce the message and brand the community. Develop process for maximum prospect registration database utilizing electronic and direct mail follow-up systems. Achieve sales goals of 600 lot closings and 400 home sales within the first 12 months of marketing. |
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| Obstacles
All images and multi-media presentations of the community had to be staged around construction delays of the clubhouse, water park and model home park. The main and only thoroughfare into the community, Highway 380, was under major construction and traffic was re-routed or completely stopped daily. Reinforce the affordable message while delivering an elegant, upscale visual image lifestyle campaign. Overcome perceived remote location and promote affordability of homes. |
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Details & Results All campaign vehicles were developed simultaneously, spreading the cost of talent, photography and graphic design between all print, website, point-of sale, multimedia, and television vehicles. Print ads and television ads were dominated by exterior and interior images of the amazing clubhouse and resort-level amenities. Tagline of "You've Arrived" hit the target audience's need to be a trendsetter, not a follower. The entire clubhouse was utilized with informational vignettes to bring the home buying experience to a new level. Staff-guided or self-guided tours allowed the prospect to experience the community, not just read about it. |
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The Club Savannah prospect registration process is easy and fast for the homebuyer, gives the developer and builders complete and accurate prospect demographics and housing requirements, and allows for cost-effective electronic and direct mail followup. The Mardi Gras & Magnolias Realtor® Grand Opening was the event of the year in the DFW marketplace, with over 2000 Realtors® attending. The Grand Opening and sustaining campaign have exceeded all expectations. The community achieved 7985 registered database prospects with headcounts exceeding 32,000. The website achieved 64,387 unique visitors and 7,763,080 page views. The community achieved 422 Gross Sales averaging over 35 per month with a 37% Realtor co-op participation. Lot sales and home sales goals were reached in the first 12 months of marketing Savannah. |
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