THE TASK. Reach a diverse audience and not spend millions of dollars doing it.
Many builders diversify their product lines to insulate themselves from downturns in specific market segments and drive more revenue. But, how do you do it without spending millions of dollars in television, radio and newspaper ads?
In January 2000, we were engaged to develop a marketing strategy to merchandise 8 communities to a diverse set of ages and stages without spending millions of dollars.
In concert with Par, we developed a communications calendar that synchronized to the phased development of the projects. Our market segments were comprised of 3 distinct groups—young families, affluent couples without children, and active adults.
THE RESULTS. The calendar allowed us to prioritize the message and create a modular ad program that helped new communities gain traction as they came online. Along with an upturn in the market, that effort resulted in Par having one of their best years since 1985.