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Own Your Bricks presentation

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  • 1. “ Own Your Bricks” Campaign Winner 2009 Best in Maryland Award of Excellence Public Relations Society of America Winner 2009 Gold Award Association of Marketing & Communications Professionals
  • 2. Why “Own Your Bricks”?
    • Baxley Development, Inc. wanted a unique campaign to:
    • boost awareness of the benefits of owning office space instead of renting, and
    • drive prospective buyers to its high-end office condo building.
    • So IMPACT created a campaign centered around the question “Why is it foolish to lease your office space instead of renting it?”
  • 3. Campaign Elements
    • The campaign’s core was the mailing of mini bricks to 1,000 hyper-targeted prospects to drive them to their own personalized web pages at www.OwnYourBricks.com .
    • This core was supplemented with:
      • TV commercials
      • Print ads
      • Story placements
      • Web and email banner ads
  • 4. Post card, mini bricks, and URL personalized to prospect. Mini bricks were sent to 1,000 carefully-screened prospects by first-class mail in plain white envelopes with no other identifying information. Bricks are to-scale and just two inches long. Intrigue compelled prospect to visit site.
  • 5. Prospect’s name displays, while his/her company name dynamically scrolls across screen at their “new office”. Prospect personally welcomed, informed about opportunity, and invited to take next step. Screen shot of personalized welcome page for Milton Hall. Click here to view actual site
  • 6. Prospects are directed to hear their peers’ reasons for owning office condos. Prospect clicks to launch 15-sec videos. 16 “reasons” include: Humorous : “because it takes the landlord an hour to cash your rent check, but 2 months to change a light bulb.” Financially astute: “because when you rent, you hold a lease, but when you buy, you hold an asset.” Biting : “because your landlord might go bankrupt. Then what?!” (a reference to local building owners whose properties are in decline). Campaign question is repeated.
  • 7. Home page of www.OwnYourBricks.com
  • 8. Campaign question “types”, letter by letter, onto screen of weekly Chamber of Commerce email, as well as on the business directory on their website. See http://www.chamberlink.org/hccc/ChamberWeekly/ChamberWeekly.htm to see it in motion. Ads click through to www.OwnYourBricks.com. Banner ads with Chamber of Commerce
  • 9. Print ads in The Business Monthly newspaper. Three ads ran per issue, each on consecutive pages at the same relative position on the page, to increase visibility. There were 16 different “reasons” used in the campaign.
  • 10. Example of TV commercial answering campaign question “Why is it foolish to lease your office space instead of purchasing?” Click Here to watch the videos on YouTube
  • 11. Photo on cover of The Business Monthly Newspaper, plus article on the building and its unique marketing campaign.
  • 12. Campaign mentioned on page 2 of Baltimore Business Journal
  • 13. Second article in The Business Monthly Newspaper
  • 14. Compelling web stats for www.OwnYourBricks.com The primary objective of the campaign was to drive traffic to the website, and these statistics demonstrate an overwhelming response rate for the brick mailing of over 40%, eclipsing the average direct-mail response rate of 1 to 3% for a good campaign. The dramatic spike in web hits occurred the day after the mailing. Daily Website Statistics for July 2009, www.OwnYourBricks.com   Day Hits Files Pages Visits Sites KBytes                 Mini-brick & post card with personalized web address mails on Wednesday, July 8 1 732 352 108 17 11 14450 2 163 126 26 9 9 4628 3 350 284 43 12 10 13696 4 37 30 3 1 2 2868 5 148 124 15 4 4 4625 6 681 389 130 15 8 17955 7 438 351 54 12 9 20729 8 351 241 25 10 10 9721 Dramatic spike in web hits on Thursday 9 5203 4363 601 170 219 221635 Spike continues on Friday 10 2360 2037 259 84 83 101679 Spike subsides over weekend 11 530 479 68 25 23 19317 12 271 217 40 15 20 12661 Spike returns on Monday/Tuesday 13 1852 1604 179 60 83 87905 14 1032 863 124 40 40 41750   15 347 253 33 13 14 12379 Post-mailing, web hits settle into normal range associated with TV commercials and print ads. 16 388 295 43 16 15 13910 17 707 479 68 27 60 24327 18 343 267 33 12 12 13659 19 213 136 25 8 10 8504 20 699 426 80 25 24 20156 21 273 191 30 11 12 9507 22 623 463 94 23 23 22816 23 779 602 160 26 23 30755
  • 15.  
  • 16. Thanks!
    • Thanks for your interest in our Own Your Bricks campaign.
    • Have a marketing challenge of your own? Feel free to give us a call.
    • 410-312-0081
    • [email_address]