Find Balance with
John Manlove Marketing & Communications
Experience. Vision. Success.
Prepared for Bridgeland and General Growth Properties, Inc.
For more than 40 years John Manlove Marketing & Communications
has helped create influence for a broad range of local, regional,
national and international clients. Our residential real estate
development experience has helped establish The Woodlands as one
of the most celebrated master-planned communities in U.S. history.
We’re prepared and ready to extend the Bridgeland brand, and
position the community as one of Houston’s premier neighborhoods.
For more information on our history, our process, and our services
please visit www.johnmanlove.com
John Manlove Marketing & Communication’s Corporate Offices in Houston, Texas
CREEKSIDE PARK CASE STUDY
Creekside Park, the newest village in The Woodlands, embodies the
“natural” spirit of the community. Bordering the 1,700-acre George
Mitchell Nature Preserve, it has unprecedented access to nature and
outdoor activities like camping, canoeing, fishing and hiking.
In order to celebrate the dawn of the 3,500-acre village The
Woodlands Development Company planned a Grand Opening Event
for October 20, 2007. John Manlove Marketing & Communications
developed a multi-platform marketing and PR campaign themed
“Life’s Next Great Adventure”. It featured advertising across all media,
as well as collateral materials that reflected the theme.
JMMC has handled our residential advertising for the past several years.
They have done a fabulous job of creating award-winning campaigns for us,
and are a pleasure to work with. The team at Manlove provides creativity,
technical expertise, incredible organization and attention to detail and
personal service - a winning combination in today business world.
President, The Woodlands Development Company
Creekside Park Case Study continued
• Unique creative that reflected The Woodlands’ brand.
• Colorful collateral package for prospective home buyers.
• Two thirty-second television commercials.
• A sixty-second radio spot promoting the Grand Opening event.
• Long-format HD video and graphic display for Homefinder Center.
• Print advertisements for multiple publications.
• Innovative microsite on TheWoodlands.com
• Grand Opening event invitation, displays and directional signage.
• During the course of the campaign, The Woodlands website
experienced record traffic. In October of 2007, the site had more
than 800,000 hits.
• The Creekside Park Grand Opening day had the most traffic of any
village opening, with more than 20,000 attending.
• After only three months, more than 100 families had purchased
homes in Creekside Park.
PROPOSED BRAND EXTENSION
By utilizing existing branding concepts and evolving the “Find
Balance” theme our goal is to create top-of-mind awareness for
Bridgeland in the Houston metropolitan area. With compelling images,
intriguing headlines and copy, and a sound media mix we intend to
generate increased web traffic to Bridgeland.com and foot traffic to
the community and model home park.
Newspaper ads have been developed for the purpose of this presentation.
Stock photography has been used to effectively illustrate concepts.
MOVING HERE IS JUST THE BEGINNING
Through a series of point-of-view images we communicate what
Bridgeland has to offer through the eyes of the perspective buyer.
Each of the photographs requires some sort of balance whether it be
canoeing or bike riding. These images, along with supporting copy,
will lead the reader to the conclusion that Bridgeland offers balance in
every aspect of life.
WHO NEEDS YOGA?
Yoga, meditation, and exercise are all examples of activities that help
one find balance in life. This series of fun and compelling ads portrays
these activities in natural settings to humorously and gently
communicate how Bridgeland can accomplish the same goal.
THE CURE FOR THE COMMON NEIGHBORHOOD
These ads relate to one of the most important aspects of finding
balance... your health. Through a series of intriguing headlines and
striking photography we imply that living in Bridgeland is a natural part
of a healthy lifestyle.
RETURN YOUR MESSAGES LATER
This campaign directly responds to the need for balance between
career and family… work and friends. The headlines address
business while photos represent personal relationships. The
connection between the two inspires the reader to strike the right
balance in Bridgeland.
TWEETS DON’T JUST COME FROM YOUR PHONE
This series addresses the fact that technology has, in many ways,
created a loss of balance in our lives. These ads utilize headlines that
are typically associated with technology and social networking to
relate to nature and LIVE interaction.
Another aspect of these ads relates to sustainability. There are
sidebar elements that describe Bridgeland’s goals to work responsibly
with the environment.
The preliminary plan below represents an integrated approach
designed to effectively reach Bridgeland’s target audience in the
Greater Houston metropolitan area in 2010. More than ever, a
fragmented media landscape requires a customized approach. By
analyzing client needs and objectives, and researching demographic
and sociographic customer profiles, we develop a strategy of
combined media platforms that will ensure positive results.
Increased media activity in April and August are intended to support two large sales
events/promotions in addition to overall branding. Most media activity focuses on the
prime home-buying seasons of Spring and Summer.
Production costs can vary dramatically from project to project. For the
purpose of this presentation, please consider the following two
The first was for the Grand Opening of Creekside Park. It was shot on
film with a renowned director and edited in Atlanta at a top-notch
production house. It encompassed multiple locations, a large crew,
lighting packages, music and audio design, etc... Total cost for the
spot was approximately $200,000.
The second spot was produced for The Woodlands Convention and
Visitors Bureau. This spot was shot HD at one location with a local
director. It was a budget spot for a budget price under $50,000. JMMC
can work with a wide range of budgets to provide cost effective
solutions for all of Bridgeland’s marketing needs.
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For 2010 we estimate a retainer of $10,000 a month to cover all internal
agency expenses including overall branding, creative development for
two major promotions, design, layout, print and interactive advertising
production, account services, media planning and management, traffic
and administrative costs.
All time is tracked on Basecamp, a web based project management solution. Time
and compensation will be reviewed every 6 months to ensure the retainer amount is
accurate and fair for both parties.
Retainer does not include web development, maintenance or search engine
optimization. JMMC would be happy to includes these services at Bridgeland’s
BENEFITS OF USING JMMC
• Cost effective
• Responsive and focused on schedules, deadlines and turnaround
• Extensive residential real estate experience
• Understands the Greater Houston market
(media, competition and consumer behavior)
• Knowledge and experience with emerging technologies
• Solid understanding of developing brands and extending brand equity
Thank you for your time and consideration.