Even when clients are bound by national brand standards, we urge them to be open to creative thinking and new approaches. That willingness paid off for our client K. Hovnanian Homes for their Four Seasons at Lakes of Cane Bay property in Charleston, South Carolina.
Our task was to develop a marketing campaign with print, digital and email elements targeted at 55+ buyers in keeping with corporate marketing requirements. The campaign needed staying power, as it would be used over a lengthy build-out of a new phase of the community. We offered a strong tagline, Where Lifestyle and Location Are Always in Season, and a supporting campaign focused on the fabulous location. As the grand opening approached, we reached out to the already-nurtured target audience with the compelling message, Sweet Tea & Southern Hospitality Are Calling.
The initiative met its mark, generating over 1,800 registered leads in the first six months. The campaign attracted industry attention as well, including NAHB 55+ Industry Housing Council Awards for Best Community Brochure and Best Print Ad.