The Waterfront Pearl luxury condominiums in Portland hired the Oregonian Media Group to grow their brand awareness and drive sales. The Media Group implemented a strategic advertising plan across print, digital, and social media platforms tailored to reach affluent audiences. This multi-pronged approach generated a strong response, including a 10% click-through rate for search engine marketing campaigns and over 300 attendees to a community event. As a result of the campaign, the Waterfront Pearl anticipated selling out their inventory much sooner than planned and saw a direct correlation between ad placements and sales activity/momentum. The client was highly satisfied with the turnkey solution and results achieved through working with the Oregonian Media Group.

1. CASE
Study
CHALLENGE
Located in Portland’s hip, urban Pearl District, the Waterfront
Pearl is an upscale community of condominiums offering high-end
amenities and a luxurious environment. To drive sales, the client
needed a partner that could grow brand awareness with potential
buyers — high-income professionals and affluent empty nesters.
STRATEGY
During the residential market downturn, the client had maintained its
brand awareness with a frequency campaign in one of The Oregonian’s
niche products. As the market improved, the client recognized
the need to strengthen their advertising with The Oregonian.
In 2014, the client extended their campaign to incorporate digital
advertising. The plan included: print ads, monthly digital impressions on
OREGONLIVE and Showcase Homes, in addition to Facebook and Search
Engine Marketing (SEM) campaigns tailored to target affluent audiences.
RESULTS
At its peak, the SEM campaign generated a healthy 10% click-through
rate. The client’s print campaign also drove 300 attendees to one of
their community events in summer 2014 – greatly exceeding event
attendee goals. In addition, the Facebook campaign continually
adds new “likes” monthly for improved brand awareness.
As a result, The Waterfront Pearl anticipated selling out their inventory
much sooner than originally expected. The client sees a direct
correlation to sales interest and activity when their ads run. In fact,
Business Manager Stephanie Shaffer says, “When I’m not running
campaigns with the Oregonian Media Group, sales momentum slows.”
Oregonian Media Group’s strategic approach and ability to reach
the right audience helped the client achieve their desired results.
Shaffer adds, “Working with the Oregonian Media Group is easy.
It’s a turnkey approach that works like a well-oiled machine.”
Learn more about Oregonian Media Group solutions.
Visit OregonianMediaGroup.com
Targeted Advertising
Plan Produces Dramatic
Results for Waterfront Pearl
Luxury Condominiums.
SEM = 10%
Click-througH RATE