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Marketing Campaign for  Encore Condominiums February 16, 2011
<ul><li>Drive traffic to Encore </li></ul><ul><li>Generate sales leads </li></ul><ul><li>Provide materials to help sell th...
<ul><li>Per Novare ’ s research, the demographics of potential homebuyers at Encore are: </li></ul><ul><ul><li>Ages 25 – 4...
<ul><li>SPR recommended a campaign that took advantage of Encore ’ s stellar skyline views, a selling point for the homes....
<ul><li>Encore Homeowners gather for the unveiling  of the  “ See My View ”  campaign. </li></ul>
 
“ Nowhere else can you sit on a balcony and see this view after finishing a run around LP Field. It does not get any bette...
“ Best seat in the house. Period.” - Mark Harrington Encore 16 th  floor homeowner  since August of 2008 Ran four ads, rea...
“ Every day I wake up  to the Nashville skyline. From the Hony-Tonks to LP Field, it’s hard to believe that downtown  is m...
Ran six ads, reaching 292,200 readers <ul><li>This Limited Time Offer Includes: </li></ul><ul><li>Hardwoods in Living Room...
<ul><li>More than 30 ads inside high-profile hotspots  near downtown Nashville. </li></ul><ul><li>This Limited Time Offer ...
<ul><li>Total impressions: 7,178,942 </li></ul><ul><li>Total clicks: 1,225 </li></ul><ul><li>Targeted to college graduates...
 
<ul><li>500+ attendees at  “ Way Late Play Date ”  event targeting young professionals. </li></ul><ul><li>Encore sales boo...
<ul><li>Drove nearly 80 people to Encore in a three-hour time span. </li></ul><ul><li>Radio station Lightning 100 was on-s...
<ul><li>Future homeowners were invited to a party  at Encore before a professional hockey game. </li></ul>
 
“ In real estate, location, future growth, stability of the development company, and quality makes real estate worth anyth...
<ul><li>This Limited Time Offer Includes: </li></ul><ul><li>Hardwoods in Living Room & Kitchen </li></ul><ul><li>Full Appl...
YOU DESERVE A  BRILLIANT LIFESTYLE YOU BELONG IN  A GREAT COMMUNITY YOU HAVE EARNED  THE RIGHT TO OWN  THE VERY BEST TAKE ...
Building Signage Windmaster Signage Windmaster Signage
Targeted at nearly 7,000 renters in  Nashville’s high-end apartment complexes <ul><li>FOR WHAT YOU PAY IN RENT, YOU CAN OW...
 
Used to promote Encore to online communities. <ul><li>Also sharing  content on Twitter. </li></ul><ul><li>On Facebook, Enc...
<ul><li>Average open rate: 15.2% </li></ul><ul><li>Average click through rate: 5.5% </li></ul>
Current homeowners share why they love Encore
 
<ul><li>Since the campaign started in September 2010, there have been: </li></ul><ul><ul><li>69 new pieces of traffic to E...
 
<ul><li>Encore will continue attracting potential buyers with its marketing efforts, including: </li></ul><ul><ul><li>Febr...
 
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Encore Marketing Presentation

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Transcript of "Encore Marketing Presentation"

  1. 1. Marketing Campaign for Encore Condominiums February 16, 2011
  2. 2. <ul><li>Drive traffic to Encore </li></ul><ul><li>Generate sales leads </li></ul><ul><li>Provide materials to help sell the remaining 45 homes </li></ul>
  3. 3. <ul><li>Per Novare ’ s research, the demographics of potential homebuyers at Encore are: </li></ul><ul><ul><li>Ages 25 – 44 </li></ul></ul><ul><ul><li>70% male / 30% female </li></ul></ul><ul><ul><li>Most households earn less than $100,000 annually </li></ul></ul>
  4. 4. <ul><li>SPR recommended a campaign that took advantage of Encore ’ s stellar skyline views, a selling point for the homes. </li></ul><ul><li>Campaign theme = “ See My View ” </li></ul><ul><li>Involved current residents in sharing their distinctive views of Encore. </li></ul><ul><ul><li>Remind potential buyers that many people are living at Encore </li></ul></ul><ul><ul><li>Enable residents to provide testimonials of their unique perspectives </li></ul></ul><ul><li>Campaign designed to be flexible </li></ul><ul><ul><li>Translates well between general marketing, advertising, public relations and community relations. </li></ul></ul><ul><ul><li>Provides the sales team myriad opportunities to collect contact information, distribute collateral, answer questions from potential buyers, give guided tours. </li></ul></ul><ul><ul><li>Portray Encore as a home that ’ s a sound investment with an active community. </li></ul></ul>
  5. 5. <ul><li>Encore Homeowners gather for the unveiling of the “ See My View ” campaign. </li></ul>
  6. 6.
  7. 8. “ Nowhere else can you sit on a balcony and see this view after finishing a run around LP Field. It does not get any better than this.” - Jorge Riestra Encore 18 th floor homeowner since September 2009 Ran three ads, reaching 144,000 readers
  8. 9. “ Best seat in the house. Period.” - Mark Harrington Encore 16 th floor homeowner since August of 2008 Ran four ads, reaching 200,000 readers
  9. 10. “ Every day I wake up to the Nashville skyline. From the Hony-Tonks to LP Field, it’s hard to believe that downtown is my neighborhood, and Encore is my home.” -Tracy Goldenberg Encore 12 th floor homeowner since June of 2008 Ran two ads, reaching 12,000 readers
  10. 11. Ran six ads, reaching 292,200 readers <ul><li>This Limited Time Offer Includes: </li></ul><ul><li>Hardwoods in Living Room & Kitchen </li></ul><ul><li>Full Appliance Package </li></ul><ul><li>Custom Closets </li></ul><ul><li>Reserved Parking Space </li></ul><ul><li>$4,000 Closing Costs* </li></ul><ul><li>6 Months Free HOA Dues** </li></ul>Homes starting at $199,500
  11. 12. <ul><li>More than 30 ads inside high-profile hotspots near downtown Nashville. </li></ul><ul><li>This Limited Time Offer Includes: </li></ul><ul><li>Hardwoods in Living Room & Kitchen </li></ul><ul><li>Full Appliance Package </li></ul><ul><li>Custom Closets </li></ul><ul><li>Reserved Parking Space </li></ul><ul><li>$4,000 Closing Costs* </li></ul><ul><li>6 Months Free HOA Dues** </li></ul>Homes starting at $199,500
  12. 13. <ul><li>Total impressions: 7,178,942 </li></ul><ul><li>Total clicks: 1,225 </li></ul><ul><li>Targeted to college graduates between 21 – 55 living within 50 miles of Nashville. </li></ul>
  13. 15. <ul><li>500+ attendees at “ Way Late Play Date ” event targeting young professionals. </li></ul><ul><li>Encore sales booth for duration of event. </li></ul><ul><li>Encore included on event marketing materials. </li></ul>
  14. 16. <ul><li>Drove nearly 80 people to Encore in a three-hour time span. </li></ul><ul><li>Radio station Lightning 100 was on-site promoting tour as it was happening. </li></ul><ul><li>Radio ads on Lightning 100 played four weeks prior to event. </li></ul>E-vite Save the Date
  15. 17. <ul><li>Future homeowners were invited to a party at Encore before a professional hockey game. </li></ul>
  16. 19. “ In real estate, location, future growth, stability of the development company, and quality makes real estate worth anything. Not only has Encore retained its value in tough times, but we are nearly sold out! I would encourage anyone who is in the condo market to make an appointment and tour Encore.” -Nick Shuford Real estate agent Encore homeowner since August 2009 AGENT
  17. 20. <ul><li>This Limited Time Offer Includes: </li></ul><ul><li>Hardwoods in Living Room & Kitchen </li></ul><ul><li>Full Appliance Package </li></ul><ul><li>Custom Closets </li></ul><ul><li>Reserved Parking Space </li></ul><ul><li>$4,000 Closing Costs* </li></ul><ul><li>6 Months Free HOA Dues** </li></ul>PROSPECT Have this view for $199,500
  18. 21. YOU DESERVE A BRILLIANT LIFESTYLE YOU BELONG IN A GREAT COMMUNITY YOU HAVE EARNED THE RIGHT TO OWN THE VERY BEST TAKE AWAY
  19. 22. Building Signage Windmaster Signage Windmaster Signage
  20. 23. Targeted at nearly 7,000 renters in Nashville’s high-end apartment complexes <ul><li>FOR WHAT YOU PAY IN RENT, YOU CAN OWN A HOME IN DOWNTOWN’S BEST-SELLING CONDOMINIUM. </li></ul><ul><li>For just $1,145/month, get an unbeatable city view plus all this: </li></ul><ul><li>Hardwoods in Living Room & Kitchen </li></ul><ul><li>Full Appliance Package </li></ul><ul><li>Custom Closets </li></ul><ul><li>Reserved Parking Space </li></ul><ul><li>$4,000 Toward Closing Costs* </li></ul><ul><li>6 Months Free HOA Dues** </li></ul>Front Back
  21. 25. Used to promote Encore to online communities. <ul><li>Also sharing content on Twitter. </li></ul><ul><li>On Facebook, Encore has nearly 130 “likes.” </li></ul>
  22. 26. <ul><li>Average open rate: 15.2% </li></ul><ul><li>Average click through rate: 5.5% </li></ul>
  23. 27. Current homeowners share why they love Encore
  24. 29. <ul><li>Since the campaign started in September 2010, there have been: </li></ul><ul><ul><li>69 new pieces of traffic to Encore (includes walk-ins & appointments) </li></ul></ul><ul><ul><li>16 pieces of traffic returning to Encore </li></ul></ul><ul><ul><li>13 contracts </li></ul></ul><ul><ul><ul><li>7 signed </li></ul></ul></ul><ul><ul><ul><li>6 pending </li></ul></ul></ul>
  25. 31. <ul><li>Encore will continue attracting potential buyers with its marketing efforts, including: </li></ul><ul><ul><li>February, March and April 2011: Three direct mailings to renters at high-end apartment complexes. </li></ul></ul><ul><ul><li>March 2011: E-newsletter promoting Encore’s testimonial video. </li></ul></ul><ul><ul><li>March and April 2011: Events for real estate agents. </li></ul></ul><ul><ul><li>April 2011: Two home tours with the Nashville Downtown Partnership. </li></ul></ul><ul><ul><li>April 2011: Advertisements in music industry publications. </li></ul></ul>
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