CHALLENGE:
To promote a new residential development of $1M+ homes in a difficult economy and housing market 

STRATEGIES:
Highlight new innovative architecture style, offering “indoor/outdoor living” for the first time in New England

TACTICS:
Partner with Boston Magazine for 2008 Design Home, opening September 2008

Analyze customer database to design profile of targeted consumer

Research and develop select list of strategic partners for new home marketing and events

Promote third-generation family owned business, roster of national customer satisfaction awards

RESULTS:
Front page feature on development in The Boston Globe

Front page feature on development in The Patriot Ledger

Currently building email database of qualified customers

Built target demographic/psychographic customer profile for mailing list acquisition

Robust schedule of high-end events in place for key selling season to highlight the development’s USPs: 
May 15 Landscaping Seminar by Michael Weshan, Onair Talent, PBS Victory Garden

June 14 Experiential Tour

September 2008 Design Home Tours

September/October Wine Tasting Event, Hot Air Balloon Rides, Classic Car Picnic