Strategic Marketing & Communications

Project Name

Developer

Responsibilities

Working with the developer’s on-site marketing team, The Ehlers Group was selected to create and implement integrated marketing and communication solutions for the active adult community.

Located in the foothills of Georgia’s Appalachian range, Houston Springs is a master-planned community located on nearly 500 acres of rolling hills and unspoiled forests, offering active 55+ adults established neighborhood living with diversified recreational amenities.

Conceived as a series of villages with interconnecting roadways and walking trails, Houston Springs offers a variety of home styles including spacious single family and multi-family villa designs with golf course and interior locations. Recreational amenities include an executive golf course, two clubhouses with an adjoining outdoor swimming pool and tennis courts, stocked fish ponds and a fenced pet park.

TEG initially conducted an extensive marketing audit and competitive review including demographic and lead source analysis. Focus groups with residents and interviews with city leadership offered additional insights of the community’s strengths and weaknesses.

Marketing initiatives were oriented to infuse new interest in the community and revitalize sales efforts.

TEG worked with strategic partner By Design Solutions to accomplish the following:

• Updated billboards
• New ad campaign
• Direct mail tied to advertising
• Lifestyle oriented photo shoot for website, brochure and advertising
• New and improved website
• E-newsletter and E-blast invitations
• Assistance with special events geared for be-back opportunities
• Press releases bringing attention to the community’s growth, lifestyle and events
• Solution based sales training
• Pricing incentives and closing strategies

 

 

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