The Development of a Marketing Campaign
Impressive ads, brochures, websites and other creative materials are fun to see, but we feel it is more important to know how they fit into an overall marketing campaign. How do the marketing materials reinforce a client's image? How do they entice potential customers? Are they attracting potential customers that are perfect for the client?
Many marketing firms use their portfolio to display their favorite showpieces. We think it is more valuable to show you the evolution of a real-life campaign that delivered great results for our client.
Client: Summer Village at the Pond, Westford, MA
Challenge: Create an identity for a new three-season resort cottage community in Westford, MA. Create demand and interest for a vacation home in a residential town with no tourism. Build sales during a tough economic period.
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Wentworth added special touches to the project's site and structures to ensure that the appearance of Summer Village reinforced the marketing emphasis on old-fashioned summertime experiences.
Logos and signage were carefully developed to visually communicate the marketing message.
Wentworth worked with Summer Village to develop and implement marketing strategies, develop effective sales techniques and procedures and establish a database and lead management program.
As Summer Village matured, Wentworth made sure that its website kept pace. The initial site conveyed the feel of wonderful, old-fashioned summertime fun, despite the fact that the community had just broken ground. Photography, video, cottage owner comments, calendars, blogs, an intranet and more were added as the community became more established.
A spiral-bound complete sales brochure conveyed the desired camp-like feel, reinforcing that Summer Village is the place to make classic summer memories.
A less expensive handout piece was developed to provide basic information about the community.
Regular mailings of newsletters and direct mail cards kept Summer Village connected to its prospects.
Video footage and interviews were a particularly effective way to show all that Summer Village has to offer. Footage was used to create a TV ad, DVD direct mail piece, sales office video and a website video.
Creative print ads were placed in a wide variety of venues ranging from mall kiosks...
...to community publications
...to major regional newspapers
Carefully placed radio spots using recognizable on-air talent delivered terrific results for Summer Village.
Wentworth developed regular e-mail communications so that the Summer Village sales staff could easily stay in touch with everyone in their database. Customized e-mails were developed for distribution to hot prospects.
Wentworth secured coverage of Summer Village in top area media such as the Boston Globe, Ch. 5 news and the Chronicle television show. Hundreds of people came to tour the site as a result of this coverage.
A combination of online ads, postings on shopping sites, publicity to bloggers and visibility on social media sites enhanced Summer Village's online presence.
Wentworth developed, coordinated and publicized public events to build awareness of Summer Village and draw traffic to the site.