Winchester Homes Summer Kitchen Incentive Campaign Creative Strategy

21 MAY 2015
2015
Winchester
Homes
Summer
Kitchen
Incentive

Lorem Ipsum
2015 WINCHESTER HOMES SUMMER KITCHEN INCENTIVE NDG COMMUNICATIONS
Objectives

• Create interest in choosing a
Winchester Home through a
generous incentive
• Strengthen the Winchester
Homes pillar of Personalization
• Create urgency by reinforcing
the limited nature of the
incentive
• Utilize kitchen-focused
messaging to communicate the
focus of this promotion
OBJECTIVES
Core Intent

• Create messaging that
accommodates community-
specific incentive amounts
• Stand out from other builders’
summer sales campaigns
• Sustain urgency throughout the
entire summer season
• Maintain Winchester Homes’
high-end brand equity despite
offering a financial incentive
OBJECTIVES
Core Challenges

We have prepared a vibrant,
multi-channel approach to market
the Summer Kitchen Incentive
Campaign. The deliverables
will incorporate consistent
imagery and upbeat, limited-time
messaging to entice homebuyers
to choose Winchester and
Camberley homes.
The imagery and messaging
communicate the unique appeal
of a generous incentive. We
shifted the conversation towards
a greater opportunity for
homebuyers to personalize their
kitchen — thus reinforcing the
Personalization brand pillar in the
minds of prospects.
OBJECTIVES
Rationale

The campaign aesthetic is
founded on Winchester Homes-
branded templates. Our content
is fun and attention-grabbing, yet
informative. Both copy and layout
of the campaign are crafted
with the flexibility to account
for a varying range of incentive
amounts and deliverables.
Messaging may be tailored to
specific community outreach or
broadened to a corporate level.
OBJECTIVES

Creative Strategy

NHG Corporate Spread - Option 1
PRINT ADVERTISING | CREATIVE STRATEGY

NHG Corporate Spread - Option 2

NHG Community Specific Ad - Option 1
©2015 Winchester Homes Inc. *Offer good on new home purchases through 08/15/2015. Prices, offers and ﬁnancing subject to change
without notice. Please see a New Home Advisor for details. All discounts and seller contributions are conditioned upon the use of
seller’s designated mortgage and title companies. Winchester is a registered trademark and is used with permission.
We’re serving up to
$XX,XXX in free kitchen
upgrades — but only
until the end of summer.*
Your kitchen is the heart of the
home. Let’s make it brighter, more
beautiful — more you. This summer,
we’ll give you up to $XX,XXX in free
options and upgrades*
to spice up
your kitchen.
Schedule an appointment with New Home
Advisor Mike Nguyen to learn more today.
WinchesterHomes.com/Options
The Villages of Piedmont
at Leopold’s Preserve
Low-maintenance townhomes
from the upper $300’s
• Up to 3 bedrooms, 2.5 baths and 2,814 sq. ft.
• Community recreation center/clubhouse,
playground, dog park, pool
• Over 7 miles of natural walking trails,
observation areas and wildflower meadows
• Convenient to VRE, I-66 and Dulles
6681 Bartrams Forest Lane
Haymarket, VA 20169
(571) 445-3910 | MAP #XXX
Mike.Nguyen@whihomes.com
Open daily from 11am to 6pm

NHG Community Specific Ad - Option 2
MADE TO ORDER
seller’s designated mortgage and title companies. Winchester is a registered trademark and is used with permission.
upgrades — but only
until the end of summer.*
Your kitchen is the heart of the
home. Let’s make it brighter, more
beautiful — more you. This summer,
we’ll give you up to $XX,XXX in free
to spice up
your kitchen.
WinchesterHomes.com/Options
• Over 7 miles of natural walking trails,
observation areas and wildflower meadows
Haymarket, VA 20169
(571) 445-3910 | MAP #XXX
Mike.Nguyen@whihomes.com

Direct Mail - Front
DIRECT MAIL | CREATIVE STRATEGY
MADE TO
ORDER
We’re serving up to $XX,XXX
in free kitchen upgrades this
summer only*
at The Villages of
Piedmont at Leopold’s Preserve.

DIRECT MAIL | CREATIVE STRATEGY
Direct Mail - Back
seller’s designated mortgage and title companies. Winchester is a registered trademark and is used with permission. MHBR #57
We’ll include a generous side of
free kitchen upgrades with your new
home when you buy before 8/15/15.*
Your kitchen is the heart of the home. Let’s make it
brighter, more beautiful — more you. This summer, we’ll
give you up to $XX,XXX in free options and upgrades*
to
spice up your kitchen.
Schedule an appointment with New Home Advisor
Mike Nguyen to learn more today.
The Villages of Piedmont at Leopold’s Preserve
Low-maintenance townhomes from the upper $300’s
Up to 3 bedrooms, 2.5 baths and 2,814 sq. ft.
Mike.Nguyen@whihomes.com | (571) 445-3910
6681 Bartrams Forest Lane, Haymarket, VA 20169
WinchesterHomes.com/Upgrades
Haymarket, VA 20169

POINT OF SALE DISPLAYS | CREATIVE STRATEGY
Display 1
This summer only, we’ll include a
generous side of free kitchen upgrades
with your new home.*
WinchesterHomes.com
HUNGRY FOR
STYLE?
©2015 Winchester Homes Inc. *Up to $50,000 in available savings. Offer good on new home purchases through 08/15/2015. Prices, offers and
ﬁnancing subject to change without notice. Please see a New Home Advisor for details. All discounts and seller contributions are conditioned
upon the use of seller’s designated mortgage and title companies. Winchester is a registered trademark and is used with permission.
Display 2
WinchesterHomes.com
We’re serving it up now with
up to $50,000 in free kitchen upgrades
this summer only.*
seller’s designated mortgage and title companies. Winchester is a registered trademark and is used with permission . MHBR #57
GET A SECOND HELPING
OF STYLE

POINT OF SALE DISPLAYS | CREATIVE STRATEGY
Display 3
Season this kitchen to your taste
with up to $50,000 in free upgrades
this summer only.*
WinchesterHomes.com
MADE TO
ORDER
seller’s designated mortgage and title companies. Winchester is a registered trademark and is used with permission . MHBR #57

Fly-In Banner 1
HOMEPAGE FLY-IN BANNERS | CREATIVE STRATEGY

Fly-In Banner 2

Fly-In Banner 3

ONLINE BANNER ADVERTISING | CREATIVE STRATEGY
300 x 250 Animated Banner

2015 WINCHESTER HOMES SUMMER KITCHEN INCENTIVE NDG COMMUNICATIONS20
CONSUMER OUTREACH | CREATIVE STRATEGY
Flyer - Option 1
WinchesterHomes.com/Heart
©2015 Winchester Homes Inc. *Offer good on new home purchases through 08/15/2015. Prices, offers and ﬁnancing subject to
change without notice. Please see a New Home Advisor for details. All discounts and seller contributions are conditioned upon the
use of seller’s designated mortgage and title companies. Winchester is a registered trademark and is used with permission.
MADE TO
ORDER
• Over 7 miles of natural walking trails, observation
areas and wildflower meadows
upgrades — but only until
the end of summer.*
The kitchen is the heart of the home.
Let’s make yours brighter, more beautiful —
more you. This summer, we’ll give you up
to $XX,XXX in free options and upgrades*
to spice up your kitchen.
Schedule an appointment with
New Home Advisor Mike Nguyen
to learn more today.
Flyer - Option 2
WinchesterHomes.com/Heart
the end of summer.*
The kitchen is the heart of the home. Let’s make
yours brighter, more beautiful — more you.
This summer, we’ll give you up to $XX,XXX in free
to spice up your kitchen.
MADE TO ORDER

CONSUMER OUTREACH | CREATIVE STRATEGY
Eblast

REALTOR OUTREACH | CREATIVE STRATEGY
Flyer - Option 1
WinchesterHomes.com/LoveIt
MADE TO
ORDER
the end of summer.*
The kitchen is the heart of your clients’
home. This summer, we’ll give your clients
up to $XX,XXX in free options and
upgrades*
to spice up their kitchen.
Schedule an appointment with
New Home Advisor Mike Nguyen
to learn more today.
Flyer - Option 2
WinchesterHomes.com/LoveIt
the end of summer.*
The kitchen is the heart of your clients’ home.
This summer, we’ll give your clients up to
$XX,XXX in free options and upgrades*
to
spice up their kitchen.
MADE TO ORDER

REALTOR OUTREACH | CREATIVE STRATEGY
Eblast

GOOGLE ADWORDS | CREATIVE STRATEGY
New Homes Maryland
winchesterhomes.com
Spice up your kitchen through 8/15.
Get up to $50,000 in free upgrades.
New Homes Virginia
winchesterhomes.com
New homes free kitchen upgrades.
Get up to $50,000 in incentives now.
New Home Builder Maryland
winchesterhomes.com
New homes free kitchen upgrades.
Get up to $50,000 in incentives now.
New Home Builder VA
winchesterhomes.com
Your kitchen. Made to order.
Get up to $50K in free upgrades.
Homes for Sale VA
winchesterhomes.com
Build your made-to-order kitchen.
Get up to $50K in upgrades now.

FACEBOOK TEXT ADS | CREATIVE STRATEGY
We’re serving up to $50k in options
upgrades for your made-to-order kitchen
until 8/15.
Spice up your new kitchen. Buy before 8/15
for up to $50,000 in kitchen upgrades.
Don’t wait to get your made-to-order
kitchen with up to $50,000 in kitchen
upgrades.
Get up to $50,000 in kitchen upgrades and
options when you buy this summer.
Buy now and spice up your new kitchen
with up to $50,000 in free upgrades
through 8/15.

HEADLINE OPTIONS | CREATIVE STRATEGY
MADE TO ORDER
GOURMET, YOUR WAY
RECIPE FOR STYLE
HUNGRY FOR STYLE?
SPICE UP YOUR KITCHEN
Headline Options

NEXT STEPS | CREATIVE STRATEGY
Next Steps
• Layout additional deliverables,
building urgency throughout the
life of the campaign
• Finalize media plan and direct
mail targeting

Thank You
[t] 877.889.1848
[t] 301.392.1845
[f] 301.392.1847
[e] Info@NDGcommunications.com
[w] NDGcommunications.com
105 Centennial Street, Suite K
La Plata, MD 20646

Winchester Homes Summer Kitchen Incentive Campaign Creative Strategy

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (16)

Similar to Winchester Homes Summer Kitchen Incentive Campaign Creative Strategy

Similar to Winchester Homes Summer Kitchen Incentive Campaign Creative Strategy (20)

Winchester Homes Summer Kitchen Incentive Campaign Creative Strategy