This internship summary outlines Christina Persaud's marketing internship with PulteGroup's North Florida division, including an analysis of email blast statistics and recommendations. Key points include: - Christina analyzed email open and click-through rates to determine best practices for timing, content, and targeting of emails. - Data showed higher open rates sending emails on weekdays to certain communities and weekends to others. - Recommendations included adding modules, deep links, and urgency to subject lines to increase effectiveness. - Email blasts were an effective tool to drive traffic, leads, and awareness of promotions and events. - The internship prepared Christina for a marketing coordinator role through hands-

1. Consumer
Inspired
Engaged
Culture
Capital
Productivity
Operating Margin
Christina Persaud
Marketing Intern
North Florida Division
University of Central Florida
Florida Area
Internship
Presentation 2016

2. Background
Hometown: Boyds, Maryland (Population When I Lived There: 3,328)
Moved to Orlando, Florida at Age 7 (Population: 255,483)
College: University of Central Florida, Business Administration in
Marketing, Class of 2017
Extracurricular Activities: Society of Marketing Professional Services
Hobbies/Interests: Creating DIY (Do It Yourself) Projects Inspired
By Pinterest, Crafts, Social Media, Marketing, Traveling, Fashion and
Jewelry

3. Division/Department Review
Division: North Florida
Department: Marketing (3 Employees, 4 Including Myself)
Communities: All of Jacksonville (7 Communities) and Orlando (19
Communities)
Department Focus: Creating e-blasts, flyers, newspaper/magazine ads,
sponsorships, updating website information, ordering signage, coordinating
realtor/homeowner/grand opening events, updating selection guides,
ordering collateral (brochures, floor plans, community info sheets, etc.)
Overall Goal: To drive quality traffic in order to hit or exceed sales goals

4. Internship Project Overview:
e-Blasts
e-Blasts: Created monthly per community to send out
mass communication to leads, prospects, and Realtors®
Critical Business Partners: “Middle Man” coordinating
between Design, Procurement, Construction, Land and
Sales
Project Objective: Analyze e-blast content and strategies,
observe what days/times are more efficient when sending,
track click-through rates, open rates, total e-blasts created
and how they can vary by TCG and community

5. e-Blasts
Quick
Move-Ins
Available
Click-
Through
Links
Highlights
Best
Imagery
Community
Video
Home
Designs
Virtual
Model
Tour

6. Division Statistics (January 2016-June 2016)
PulteGroup Global-
NFL Division-
SFL Division-
WFL Division-
Emails sent represents emails that were successfully
delivered to a recipients inbox.
This number excludes bounce backs and undeliverable emails.
Open rate performance demonstrates use of effective
subject lines and segmented audience lists.
Click-through performance demonstrates
audience engagement with the content . Did
the message have an effect?
17.5% 6.42%

7. Total # of E-Blasts Created by Division
Per Month - 2016
Global
Average:
2,703
January February March April May June
21
28
31
38
24
26
24
43
57
27
42
49
34
24 25
13
19
15
NFL SFL WFL

8.  Open rate performance demonstrates use of effective
subject lines and segmented audience lists.
Global
Average:
21.62%
Open Rate by Division Per Month - 2016
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
January February March April May June
January February March April May June
NFL 25.88% 26.32% 25.17% 25.81% 24.62% 17.48%
SFL 20.90% 19.46% 19.47% 22.70% 17.82% 21.36%
WFL 19.37% 18.56% 16.64% 15.57% 18.97% 15.70%
NFL SFL WFL

9.  Click-through performance demonstrates audience engagement
with the content . Did the message have an effect?
Global
Average:
5.17%
Click-Through Rate by Division Per Month - 2016
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
January February March April May June
NFL 7.36% 5.87% 7.17% 4.15% 6.70% 3.68%
SFL 5.97% 5.08% 4.73% 5.73% 3.47% 5.81%
WFL 3.25% 2.89% 1.92% 1.64% 2.62% 2.12%
NFL SFL WFL

10. Top 15 Open Rates Globally (Jan-June 2016)
44.76%
39.30%
37.33%
34.82%
31.78% 31.57%
30.27% 30.27% 29.77% 29.66%
27.13% 26.96% 26.32% 25.88% 25.75%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%

11. Recommendations
1. Send to TCG 1, 2, 4 & 10 communities during the weekdays
for a higher open-rate
• E-blast more effective when sent between 6am-8am
2. Send to TCG 3, 5, 6 & 7 communities during the weekends
for a higher open-rate
• E-blast more effective when sent between 6am-8am
3. Add more modules to achieve a higher effectiveness rate
4. Add more deep links (hyperlinks) to achieve a higher click-
through rate
5. Change up the subject line to achieve a higher open-rate
6. Be more specific to create urgency
Example: “Special Pricing Incentives Going On Now at
Lakeview Pointe”
Best Practice: “Don’t Miss Your Chance To Receive
$25,000 in Flex Cash at Lakeview Pointe”

12. How e-Blasts Impact PulteGroup and Marketing
Effectiveness
- Drive Traffic
- Lead Conversion
- Drive urgency and awareness for Quick Move-In Homes
- Creates awareness for our Realtor partners and a
call-to-action by sharing events and incentive information
- Nurturing campaign for coming soon communities

13. My Pulte Experience & What I’ve Learned
 This Internship Program has prepared me for a Marketing Coordinator
role based off of the duties and responsibilities performed daily
– The to Marketing at Pulte is learning to create e-Blasts, flyers,
magazine/newspaper/online ads, updating website content and selection guides,
order sales center collateral and signage, coordinate grand openings/realtor events
– Eloqua, Publisher, Adobe Acrobat, Home Selections, CMS, CRM, Sharepoint,
PicturePark, Webstore, Transact
– Real Estate, Sales, Marketing, Home Building Verbiage
– Creating relationships with Sales Consultants, Colleagues and Interns is an important
– Being detail oriented and organized is the to being a Marketing Coordinator