2. WE HEARD YOU
you want:
fresh ideas
stronger, clearer, simpler messaging
campaigns that have consistency and efficiency
stronger call to actions
to keep the local market in Hilton Head
to bring more attention to the vacation getaway
to talk about your new amenities and model homes
to fill the pipeline with new prospects
good ideas that can be executed easily
one firm focused on Del Webb
and we want to share our thoughts with you
3. campaign 1 {Good Life 101}
Overview
The point of a Del Webb vacation getaway is to introduce potential
buyers to the charm of the lifestyle we offer. In a way, it’s a little like
an introductory course. The difference is that this isn’t economics or
even wine appreciation: it’s the worry-free good life a Del Webb
lifestyle offers.
And so we offer potential customers the opportunity to learn about
what we have to offer in such an enticing way, they can’t help but want
to “register for class.”
The generation now considering retirement may be aging, but it has
always seen itself as young at heart. So we cater to that by striking
chords appropriate to twenty-something college students, as well as
alluding to lifelong, active learning.
Execution
This campaign is executed with a less is more approach both with the
use of imagery and copy. Once a reader (print) or user (web) clicks or
log on to a dedicated Facebook page they are taught in effect all that
the Del Webb lifestyle has to offer. They can register for the “Good
Life” vacation giveaway, get a feel of the community and it’s members,
watch a community overview video and more importantly, be engaged.
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GoodLife
Q
SunCityHiltonHead
NOW REGISTERING
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GoodLife
Q
SunCityHiltonHead
101
10. Overview
What is a Del Webb vacation getaway if not an invitation? It’s an
invitation to sample the lifestyle we offer and, at least for a few days,
imagine yourself a part of it.
To whom does this lifestyle most appeal? The answer can be found
written on the plates attached to vehicles regularly crowding Highway
278: Ohio, New Jersey, Pennsylvania… in a phrase, The North. The
coastal breezes and temperate climate of the Carolina lowcountry hold
immense appeal for people hailing from places where winter is an an-
nual reality, to be greeted with salt, sand, shovels and snowblowers.
And so we find some virtue in simply being direct. Borrowing a famil-
iar symbol, the shield of the Interstate Highway System, we appropriate
it to communicate the freedom and ease that comes with getting on the
highway and driving south.
Execution
This campaign communicates directly, with a minimum of artifice,
inviting prospective customers to “Come On Down” to Sun City Hilton
Head. It’s a dual message: inviting our target market to come and
sample our amenities and tour the property, but also inviting them to
consider a more permanent move.
It’s also a flexible message, appealing to customers as well as realtors.
campaign 2 {Come on Down}
LIMITED TIME
8 NEW MODELS
HOMES
STARTINGFROMTHE
COME ON DOWN
to
SUN CITY HILTON HEAD
Est. 1960
DW
11. print ads/eblasts {Come on Down}
LIMITED TIME
FREEGOURMENT
KITCHEN
LIMITED TIME
FREEGOURMENT
KITCHEN
H
LIMITED TIME
FREEGOURMENT
KITCHEN
H
easy to read
info icons
LIMITED TIME
FREEGOURMENT
KITCHEN
8 NEW MODELS
HOMESSTARTINGFROMTHE
$150’s
LIMITED TIME
FREEGOURMENT
KITCHEN
8 NEW MODELS
HOMESSTARTINGFROMTHE
$150’s
L
LIMITED TIME
FREEGOURMENT
KITCHEN
8 NEW MODELS
HOMESSTARTINGFROMTHE
$150’s
S
LF
LIMITED TIME
FREEGOURMENT
KITCHEN
JUST OPENED
NEWAMENITIES
&MORE!
LIMITED TIME
FREEGOURMENT
KITCHEN
8 NEW MODELS
HOMESSTARTINGFROMTHE
$150’s
SPECIALOFFERS
LIKEUSFACEBOOK.COM/DWHH
LIMITED TIME
FREEGOURMENT
KITCHEN
8 NEW MODELS
HOMESSTARTINGFROMTHE
$150’s
SPECIALOFFERS
LIKEUSFACEBOOK.COM/DWHH
LIMITED TIME
FREEGOURMENT
KITCHEN
8 NEW MODELS
HOMESSTARTINGFROMTHE
$150’s
SPECIALOFFERS
LIKEUSFACEBOOK.COM/DWHH
17. more ideas (The right direction, concept only)
eyecatching and unexpected
Ad will be upside down and
the copy plays off this idea
18. use a spokesperson (b level actor)
“Impact of celebrity endorsement on overall brand”, is a sig-
nificant one. The crescendo of celebrities endorsing brands has
been steadily increasing over the past years. Marketers overtly
acknowledge the power of celebrities in influencing consumer-
purchasing decisions. It is a ubiquitously accepted fact that
celebrity endorsement can bestow special attributes upon a
product that it may have lacked otherwise.
Advantages of a celebrity endorsing a brand
• Establishment of Credibility
• Ensured Attention
• PR coverage
• Higher degree of recall
• Associative Benefit
• Mitigating a tarnished image
• Psychographic Connect
• Demographic Connect
• Mass Appeal
• Rejuvenating a somewhat stagnant brand
Suggestion
John Cleese www.youtube.com/watch?v=G5VDfizYnxY
19. We want you! To stay. (Old Uncle Sam Poster concept)
Staycation (good graphic possibilities)
Don’t worry be happy (would be great radio, etc.)
Plays of the hassle and worry-free lifestyle
Breaking up isn’t hard to do
It’s not you, it’s me.
(breaking up with your old house, your old life)
Defriended!! or unfriend (Facebook)
(get rid of all the hassles) It’s time to unfriend
Stay Putt. Stay Hilton Head. (could be a logo or badge)
101 reasons to stay! List all DW amenities, clubs, etc.
You can’t leave! (show photo of family of 4) tug on the heart
strings. Don’t leave the grandkids behind or can you really
leave?? or When leaving isn’t an option
Restart doesn’t mean relocate
Leave it behind
Basic idea: you’re not leaving your home, but you are leaving your
annoyances by downsizing and simplifying your life.
or Sun City Hilton Head invites you to leave.
Bridge to new stuff / lifestyle / amenities – call to action
with property tour. Primary art thought: Moving van? Suitcases?
Relax in place. (Image from DW fitness center? Person on treadmill?)
You’ve already arrived.
You’ve arrived. Why depart?
There’s No Place Like Home. (Dorothy/Oz imagery)
It’s home. Upgraded.
Simplify
(list of things, with bad/annoying/hassle stuff crossed off)
Go with what you know.
Moving is overrated.
local campaign ideas (concept only)
20. Social Media. If you don’t have a plan,
you are missing the boat!
If you haven’t fully dived into the social media pool, you not
only risk missing out on a crucial marketing tool, you also risk
appearing behind-the-times to your customers and to the media
who can bring you publicity. Being hip to social networking
shows you want to communicate with your customers whenever
and wherever.
Our social media partner {Somedia Solutions}
has proposed a basic plan that is on the hard drive for
your review and consideration.
A community overview video
This would be on facebook and youtube.
A mobile app
Currently more than 50% of all “local” searches are done from a
mobile device and 62% researched travel. For homebuilders, this
opens up an entirely new way to present and promote their homes.
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what else should you be doing and should have?
21. {BRANDING & GRAPHIC DESIGN}
678.267.4642
www.jeffmasonaddesign.com
jeff@jeffmasonaddesign.com
4560 Evandale Way
Cumming, GA 30040
