overviewoverview
The developer and property management firm involved in the building of a new 474-unit apartment community approached VIA Marketing for help in launching the project. Specifically they needed:
creating an identity
The first step was to develop a name for the upscale apartments. The name had to satisfy the developer, be appropriate for the location’s surroundings, and be easily distinguishable from other rental communities. Topography, the area’s history, and the sound of various words were all taken into account when developing the name. Prairie Point was chosen because it reflected the apartment’s surroundings, and the alliteration made it memorable.
The next step was to develop a logo which could be used on all printed materials and signage. The final logo incorporated a clean, easy-to-read typeface and a stylized image of prairie grass surrounded by a thin oval line. The colors are forest green and gold. The feel of the logo is naturally elegant.
meshing form with function
To effectively market the property, a printed piece was needed to showcase the different floor plans, outline their amenities and detail the other benefits of living at Prairie Point.
A pocket folder with printed inserts featuring each of the floor plans and an amenity list was designed. In keeping with the naturally elegant feel for the folder, VIA selected a soft felt recycled paper in hunter green. To add elegance, the logo was embossed on the cover in gold foil. The inserts were printed on an off-white text stock flecked with green.
To help further the Prairie Point brand, we created and printed letterhead, business cards and envelopes on the same paper stock as the inserts and used hunter green and gold inks. Site signs and outdoor billboards also incorporate the same colors, graphics and typeface.
reaching the target
To develop awareness of and interest in the property prior to its formal opening, a public relations program was put into play. VIA Marketing developed a story angle about the property, worked with local newspaper reporters and successfully generated several feature stories.
On the heels of the public relations efforts, VIA Marketing created and placed ads in the local newspapers. These ads featured the floor plans and amenities, and provided a detailed map with directions to the property.
At the same time newspaper ads were appearing, a direct mail campaign was executed. Understanding that current renters in other complexes were our best target, VIA Marketing obtained a mailing list of multi-family units within a 15-mile radius of Prairie Point. A four-color postcard showing the property/listing rental prices and amenities was created. To strengthen the message’s impact, the card was mailed twice within three weeks.
To round-out the multimedia push, VIA Marketing contracted for a large billboard within close proximity to the property. Located at a main intersection, the billboard is used as a directional and has proven very successful in generating traffic.
conclusion
The key to the Prairie Point project was branding through consistency and coordination of effort. The timing and integration of public relations, print advertising, direct mail, and outdoor advertising made a strong impact as each element supported the other. From the ground up, VIA Marketing successfully developed a brand that is now established and visible.
