book 4: market launch

AWARENESS, POSITIONING, ENGAGEMENT AND CULTIVATION

MARKETLAUNCH

• PROVIDENCEVILLAGE ATSTERLINGRANCH

DRAFT FORDISCUSSION

2 | Sterling Ranch | Providence Village Marketing Plan

Preface

PRESENTED HERE are the market initiatives, strategies, and creative

messaging required to successfully launch Providence Village at

Sterling Ranch, Colorado.

INCLUDED HERE are promotional opportunities and integrated

marketing communications to support, compliment and augment

participating builder marketing and sales efforts.

WHAT IS HERE will be measured and monitored for effectiveness

and ongoing, iterative enhancements will be made.

Sterling Ranch | Providence Village Marketing Plan | 3

Table of Contents

Strategic Premise . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Community Internet Presence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

REALTOR® Relations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Print and Digital Media. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

Public Relations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Experiential Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

Marketing Signage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

Marketing Materials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38

Visitor Center. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44

STEWARD. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49

Tracking Monitoring Systems . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52

Providence Village Marketing Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54


1 4AWARENESS

Generate awareness among targeted audiences.

4 4 CULTIVATION

Cultivate interest and engagement on behalf of creating momentum for prospect sales track.

2 4POSITIONING

Properly position Sterling Ranch and establish public perceptions aligned with community brand proposition.

3 4ENGAGEMENT

Engage interested prospects in a compelling and gratifying way.

Strategic PremiseThe following plan utilizes four foundational objectives:


CommunityInternetPresence


C O M M U N I T Y I N T E R N E T P R E S E N C E :

PHASE ONECommunity Marketing Site

A. Tentative March/April 2015 Showcase community story, resident experience, and cultivation of targeted audiences.

B. Tentative October 2015 Introduction of builders, home product, and selling premise of products. Continual engagement with previously-acquired audiences, and attraction of new audiences.

C. Tentative January 2016 More information on product, product availability, links to builder websites, and representation of community amenities.

PHASE TWOThe Community Site

Built off of the same design and wireframe as Phase I, the Community Website continually markets to cultivated and new audiences. Differentiation is found in resident access portals and relevant information regarding next Village(s).

Launched in two parallel phases with continuity of design and experience, the Sterling Ranch

community website emotively expresses the story and vision behind this one-of-a-kind community

by giving prospects a glimpse of the future resident experience..

ON

GO

IN

G

Phases



Collaborative Team

• Overall brand governance – ongoing

• Visitor experience/look and feel

• Brand-aligned content

• Website development (back-end and front-end)

• Database development and management

• User interface and experience development

• Ongoing web site maintenance and management



Strategy

THE PROPOSED INTERNET PRESENCE UTILIZES TWO KEY CONCEPTS:

• An entertaining, visitor-centric format that offers a compelling presentation of the lifestyle

that awaits future residents.

• A resident-like experience that showcases the features, amenities and

applied innovations of Sterling Ranch.



Look & Feel

THE NATURE OF

PROVIDENCE VILLAGE

PROVIDENCE VILLAGE

FIND YOUR HOME

FIND YOUR HOME

DIRECTIONS

DIRECTIONS

CONTACT US

CONTACT US

FOR REALTORS

FOR REALTORS

SCROLL

L I F E ’ S WAT E R I S S U S TA I N A B L E H E R E – I M M E R S E D I N A B O DY O F T H O U G H T F U L D E S I G N

L I V E T H E N AT U R E O F Y O U R

S U R R O U N D I N G S . L I V E A N E W D E F I N I T I O N O F T H E N AT U R E O F Y O U R DAY.

T H E W I S E , WAT C H F U L U S E O F R E S O U R C E S P OW E R S A N I L L U M I N AT E D L I F E

THE TRENDSETTERT H E N AT U R E O F B E I N G

Resource

repository for

interactive

site map, trail

maps and other

community

features

Visual experience

demonstrating

lifestyles available

at Sterling Ranch

Videos, social

media updates

and news

VIRTUAL TOUR INTERACTIVE SITE MAPAction and movement

as visitor continues to

scroll through website

A Parallax design will be

utilized, giving visitors a

self-directed, entertaining

and compelling experience.

Participating Builders will

be properly introduced,

and opportunities for

prospect engagement and

inquiries will be designed

at every opportunity.



Look & Feel

As the prospect scrolls through the website, brand-centric message pillars, such as “The Nature

of Energy” shown here, open to provide engaging movement and more detailed information

about the unique offerings of Providence Village at Sterling Ranch, Colorado.

THE NATURE OF

PROVIDENCE VILLAGE

PROVIDENCE VILLAGE

FIND YOUR HOME

FIND YOUR HOME

DIRECTIONS

DIRECTIONS

CONTACT US

CONTACT US

FOR REALTORS

FOR REALTORS

SCROLL






THE NATURE OF

PROVIDENCE VILLAGE

PROVIDENCE VILLAGE

FIND YOUR HOME

FIND YOUR HOME

DIRECTIONS

DIRECTIONS

CONTACT US

CONTACT US

FOR REALTORS

FOR REALTORS

SCROLL






Growing Intelligently ForwardEngaging Connectivity

SCROLL

L O R E M I P S U M D O L O R S I T A M E T, C O N S E C T E T U E

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SCROLL









Look & Feel

THE NATURE OF

PROVIDENCE VILLAGE

PROVIDENCE VILLAGE

FIND YOUR HOME

FIND YOUR HOME

DIRECTIONS

DIRECTIONS

CONTACT US

CONTACT US

FOR REALTORS

FOR REALTORS

SCROLL






THE NATURE OF

PROVIDENCE VILLAGE

PROVIDENCE VILLAGE

FIND YOUR HOME

FIND YOUR HOME

DIRECTIONS

DIRECTIONS

CONTACT US

CONTACT US

FOR REALTORS

FOR REALTORS

SCROLL







SCROLL






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SCROLL






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tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commo.



THE NATURE OF

PROVIDENCE VILLAGE

PROVIDENCE VILLAGE

FIND YOUR HOME

FIND YOUR HOME

DIRECTIONS

DIRECTIONS

CONTACT US

CONTACT US

FOR REALTORS

FOR REALTORS

SCROLL






THE NATURE OF

PROVIDENCE VILLAGE

PROVIDENCE VILLAGE

FIND YOUR HOME

FIND YOUR HOME

DIRECTIONS

DIRECTIONS

CONTACT US

CONTACT US

FOR REALTORS

FOR REALTORS

SCROLL








SCROLL


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SCROLL


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Look & Feel



Social Media

STRATEGY TO GUIDE SOCIAL MEDIA EFFORTS.

TWO PHASES OF DEPLOYMENT

PHASE ONE:

• Create accounts on all selected venues and ramp up activity on Facebook, Twitter and Google+

• Before homes are sold, this is primarily a marketing/messaging function

• Launch is aligned with Phase I Website

PHASE TWO:

• Continue to ramp up activity on all accounts/venues and engage community stakeholders

online and offline

• As homes are being sold and new residents are moving into the community

• Aligned with launch of Phase II Website

• Integration of PR messaging, stories and initiatives into appropriate social media venues.


REALTOR® RelationsProgram


OBJECTIVE:

Position, promote and deliver a comprehensive REALTOR® Relations Program for Sterling

Ranch that creates a uniquely gratifying and profitable affinity with real estate professionals.

STRATEGIES:

• Develop a comprehensive and elevated source of relevant information for real estate

professionals.

• Establish a methodology for two-way communication with real estate professionals to gain

market insights and foster brand ambassadorship.

R E A LTO R R E L AT I O N S P R O G R A M :

Objective & Strategies



Program Name & Premise

We value the important role of REALTORS® in guiding their clients through the home buying

process. As key advisors, REALTORS® need timely and relevant information about the many

features of Sterling Ranch, and the remarkable homes coming to this one-of-a-kind community.

We also value their market insights and their first-hand knowledge of our first residents

R E A L T O RR E S U R C E

R E A L T O RR E S U R C E informR E A L T O RR E S U R C E joinR E A L T O RR E S U R C E ask

Respectful. Responsive. Receptive.






Program Identity, Focus & Functions

For real estate professionals only, REALTOR Resource offers a unique and comprehensive

resource of information regarding Sterling Ranch. It is also a platform to engage the REALTOR®

community and glean their insights at every opportunity.

INITIAL PROGRAM FUNCTIONS:

• Up-to-date Map

• eNewsletter Insights

• Social Media Groups

• REALTOR® Portal on Website

• Special Educational Events

• Recognition for REALTORS®

• Core Selling Points

• Sponsorship Opportunities for REALTORS®

• Virtual REALTOR® advisory board/eSurvey

forum



eMessaging

Community cultivation events will be promoted and conducted on an on-going basis.

Participating builders will be showcased on a frequent and rotating basis.

REALTORS® will be surveyed on an ongoing basis regarding market insights and suggestions. The intent here is to foster a uniquely respectful and mutually beneficial relationship with the local real estate community.

eInvite eNewsletter eSurvey

T H E N AT U R E O F

C E L E B R AT I N GT H E P R E M I E R E V I L L A G E







S AT U R D AYJ U LY 1 2 T HFROM 11:00AMT I L 6 : 0 0 P MFUN, FOODAND PRIZES

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DRIVING DIRECTIONS | BUILDER INFO | CONTACT US

R S V P C L I C KH E R E







DRIVING DIRECTIONS | BUILDER INFO | CONTACT US

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4.


Print & Digital Media


P R I N T & D I G I TA L M E D I A :

Magazine

Using publications that offer both awareness and positioning opportunities will generate public

awareness for the offerings of Sterling Ranch.

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at dapibus elit hendrerit tempor. Vivamus condimentum erat non vestibulum eleifend. Lorem ipsum dolor sit amet, consectetur adipiscing

elit. Morbi placerat erat eros. LiveSterlingRanch.com

T H E N AT U R E O F B E I N G

T H E T R E N D S E T T E R

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Century Communities From the $XXXs

Lorem ipsum dolor mide

Infinity Home Collection From the $XXXs

Condi mentum non Vestulum

Meritage Homes From the $XXXs


Ryland Homes From the $XXXs


Village Homes From the $XXXs


L I VESTERL I NGRANCH.COMAt the Leading Edge of Nature in Southwest Denver


H O M E S D E S I G N E D F O R Y O U . A C O M M U N I T Y D E S I G N E D TO T H R I V E .

THE NATURE OF STERLING RANCH, A NEW COMMUNITY DOING AMAZING THINGS.

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L I VESTERL I NGRANCH.COM

At the Leading Edge of Nature in Southwest Denver

Century Communities From the $XXXs


Infinity Home Collection From the $XXXs


Meritage Homes From the $XXXs


Ryland Homes From the $XXXs


Village Homes From the $XXXs



Newspaper

Active homebuyers will be a primary focus for both print and digital media. Participating builder

offerings will be the primary focus of this messaging.



Web Banners

Active homebuyers will be targeted utilizing web banners that engage the visitor in the community

website experience.

DOING AMAZING THINGSA N E W C O M M U N I T Y


HOMES FROM THE $300sN E W H O M E S . N E W A P P R OA C H .

Animated GIF




Discover...

DOING AMAZING THINGSA N E W C O M M U N I T Y

Animated GIF


Web Banners

Because of the broad appeal of Sterling Ranch, Colorado, marketing efforts will also focus on

targeted interest groups, or “affinity” groups, that align with the many amenities of the community.


Public Relations


P U B L I C R E L AT I O N S :

OBJECTIVE

To foster open communications and share best practices with our approved builders in a way that encourages our builder partners to use positive and consistent messages regarding Sterling Ranch, Colorado, throughout the lifecycle of the project. Furthermore, to instill the notion within our builder partners that they are part of the Sterling Ranch community.

TARGET AUDIENCE

• Ryland Homes

• Village Homes

• Meritage Homes

• Infinity Homes

• Other builders when added

In person and written communications should include (when appropriate) owners, managers, field project managers, public relations staff (or consultants) and marketing teams.

COMMUNICATION TOOLS/TACTICS

In person meetings: to update builders on status of the project, compare notes on issues and challenges that need to be addressed, etc. Also, frequent meetings to coordinate Sterling Ranch and builder news releases to media about subjects like: announcement of builders, ground breaking events, erection of the Visitor Center, announcement of builder home models and amenities, etc.

Power point presentation: an overview of Sterling Ranch, Colorado

Key Messages Manual: A shorter version of our in-house Key Messages manual, but one that furthers understanding of our mission, language, major issues, etc. and helps builders guide messages about Sterling Ranch to their target audiences.

Electronic newsletters: providing updates on progress, news, awards, community outreach efforts, environmental, transportation, technology issues, county issues, etc.

Web/Social Media: Encourage coordination and consistency of messages across social media platforms and encourage co-op linkage when appropriate.

Fact Sheet: A basic 1-2 page document detailing the essential information about Sterling Ranch.

Electronic Logos and Photos: provides builders with approved logos and photos to use in their public relations/marketing materials.

Media Coverage Updates: provide builders with periodic updates about news media coverage related to Sterling Ranch in general, and when builder partners are mentioned.

Invitations: when appropriate include builder partners in major events held at Sterling Ranch.

Certificates and Awards: when appropriate honor select builders with special certificates or awards for outstanding work at Sterling Ranch. Promote the award when appropriate.


P U B L I C R E L AT I O N S :

Opinion Surveys: periodically gather information from partner builders about communication

effectiveness, perceptions of Sterling Ranch, listen to what they are hearing in the community

and from the general public.

TIMELINES

This will need to be developed with the Sterling Ranch Team and can follow a schedule as

outlined below—understanding that timing and major milestones may change:

DATE In a news release, announce builder partners to news media and general public. Ideally,

we can accompany the announcement with a group photo of the builder leadership on

site at Sterling Ranch perhaps jointly putting up a major sign with the Sterling Ranch logo

prominent.

DATE Host an introductory meeting at Sterling Ranch with all builder partners. Offer a Power

Point presentation as an overview of Sterling Ranch and communicate why this is a

special place.

DATE Create a database of key builder contacts

DATE Schedule periodic distribution of information, e-newsletters, messages, etc. May also

include monthly personal meetings with builders’ PR and marketing teams to keep

everyone updated on progress.

DATE Announce construction timetable beginning with infrastructure work and host a special

event when home building construction commences.

DATE Catalog and promote building progress with on-going photography and video stories

posted to the Sterling Ranch website and social media platform.

DATE Announce construction and opening of the Visitor Center – warrants its own special

strategy and promotional tactics – but ensure that builders are included


ExperientialMarketing


E X P E R I E N T I A L M A R K E T I N G :

Location Opportunities

Experiential marketing is a new and dynamic strategy in marketing that focuses primarily on

helping prospects experience a brand. While traditional advertising (radio, print, television)

verbally and visually communicates the brand and product benefits, experiential marketing

engages the prospect in a compelling experience.

POTENTIAL CORPORATE/STRATEGIC PARTNERS LOCATIONS:

• Denver Botanic Gardens

(Primary: Chatfield Gardens; Secondary: York Street Gardens)

• Lockheed Martin Campus

• Centura Health Corporate Offices

• Ken Caryl Medical Offices

* Add’l opportunities will be selected

POTENTIAL RETAIL LOCATIONS:

• Park Meadows Mall

• Aspen Grove Retail

• Southwest Plaza

• DIA Displays

* Add’l opportunities will be selected



Location Opportunities

Local area corporate settings as well as strategic partner settings will be utilized to create

awareness and effective positioning while engaging prospects.


3-sided Display


Retail Setting

Local area retail settings will be utilized to create awareness and effective positioning while

engaging the prospect.



Retail Setting

A variety of display formats will be used to ensure all appropriate opportunities are utilized.


MarketingSignage


M A R K E T I N G S I G N A G E :

Community Billboard

Opportunities for local area signage will be maximized to capture the significant market segments

that currently live and commute in proximity to the community.

THE NATURE OF BEING

THE TRENDSETTER

New Homes Coming Soon • LiveSterlingRanch.com

12’ x 8’ Sign


THE NATURE OF BEING

THE TRENDSETTER

New Homes Coming Soon • LiveSterlingRanch.com

12’ x 8’ Sign

VISITORCENTER


Community Billboard

On and off-site marketing signage will allow changes for timely and relevant information.


DIRECTIONAL SIGN – OPTION 3

SMITH HOMES

JONES HOMES

COLORADO HOMES

WILLIAMS HOMES

JOHNSON HOMES

MOUNTAIN HOME COLLECTION

4’ x 6’ Sign


Directional

Participating builders will benefit from well-designed wayfinding signage.


From the $350s1,700 to 2,300 sq. ft.2-4 Bedrooms303.000.000

SMITH HOMESFrom the $350s1,700 to 2,300 sq. ft.2-4 Bedrooms303.000.000

SMITH HOMES

OPTION 1

4’ x 6’ Sign


Builder Identification

Participating builders will be showcased and presented on-site.



Coming SoonAmenity SignageGiven the dynamics of a growing community, “Coming Soon” signage will offer the prospect the ability

to envision the significant future of Sterling Ranch. Unique, 3-dimensional icons will showcase specific

amenities soon to arrive at Sterling Ranch.


MarketingMaterials


M A R K E T I N G M AT E R I A L S :

Community Collateral

While other master-planned communities offer a “community brochure”, Sterling Ranch will be

unique in its publishing of an ongoing lifestyle magazine that allows for timely, relevant and complete

information for home buying prospects at Sterling Ranch. This strategy avoids the dissemination of

dated community information, and immediately sets Sterling Ranch apart.

As shown below, feature articles will focus on a variety of lifestyle topics, areas of interest and the

remarkable story of Sterling Ranch.



Community Collateral

The inaugural issue will focus on Providence Village, the participating builders and the innovative

dynamics of Sterling Ranch.

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Providence Lake & ParkRec CenterCivic CenterModel ComplexK-8 School

Burns Park

NORTH

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M A R K E T I N G M AT E R I A L S : C O M M U N I T Y C O L L AT E R A L



Community Collateral –Engaging Pullouts



Events – Strategy

The following strategy utilizes best practices regarding cultivation strategies. Events will be

highly targeted, highly relevant and ongoing.

ENGAGEMENT AND CULTIVATION EVENTS WILL FOCUS ON:

• Developing a robust calendar of private and general public events

• Communicating to highly targeted audiences aligned with event subject/theme

• Scale of event that allows for appropriate cultivation/database development

• Maximizing integration of strategic partners

• Ongoing and consistent database development

• Integrating public relations/social media strategies

• Event Dossiers will be developed for each event including:

– Event Overview – Invitation – Print – Event Contacts

– Strategic Event Partner(s) – Invitation – Electronic – Budget

– Proposed Theme – Space Plan/Logistics – Post-event Assessment

– Invitee Database Assets – Schedule/Touchpoints


Visitor Center


V I S I TO R C E N T E R :

Strategy

Situation: To fully support builder sales prior to the opening of the Civic Center, there exists a

need for a compelling and engaging visitor/prospect experience that showcases the remarkable

nature of Sterling Ranch.

Opportunity: Create a “semi-permanent” Visitor Center that captures prospects attention,

reinforces the Sterling Ranch brand, creates a venue for events, and delivers a comprehensive

story of the lifestyle as a future resident of Sterling Ranch.



Concept

Inside: The Nature ofYour Next Home

V I S I T O R C E N T E R

Upon arrival, prospects will be offered a compelling and interactive experience that showcases community features and participating builders. Digital screens will provide 24/7 messaging for anyone passing by.

The Visitor Center signage will message “Inside: The Nature of Your Next Home” to communicate the natural amenities of the community as well as the remarkable new homes being offered at Sterling Ranch.

As a compliment to the participating builders sales experience, the visitor center will reinforce the concept that the lifestyle at Sterling Ranch is without comparison.



Concept

Striking in its simplicity and perfectly suited to facilitate community cultivation events.



Concept

An outdoor, rain harvesting experience will be developed to showcase the community’s commitment

to stewardship of the land.


STEWARD


S T E WA R D :

T H E N A T U R E O F H O M E

DEFINITION:

Steward – to manage or look after, to serve as a personal assistant.

Stewardship – to look after property.

Well beyond another “home automation system” and beyond another technology that only

complicates our lives, STEWARD is your personal assistant to manage the nature of your home.

STEWARD represents an opportunity to distinguish, elevate and capture the attention of the

marketplace. While other communities talk about sustainability, energy saving, and the benefit of

innovative technologies in the home… Sterling Ranch in conjunction with Siemens, is leading the

way in sustainable solutions for every home in an interconnected community.


S T E WA R D :

STEWARD will be presented to the marketplace as a friendly, user-centric innovative technology

that appeals to every age, every interest and every level of technology sophistication. While

proprietary and state-of-the-art, STEWARD will be positioned as, “it’s nice to have STEWARD

around the house.”


Database Development,Tracking/Monitoring & Refinement


DATA BA S E D E V E L O P M E N T, T R A C K I N G / M O N I TO R I N G & R E F I N E M E N T:

DATABASE DEVELOPMENT

First touchpoints/venue for data capture:

• Website via e-newsletter sign-ups

• Experiential Marketing sites via sign-up

• Introductory events pre and post sign-up

• QR code on select print advertisements

Data to capture:

• Name

• Email

• Physical address (street, city/state and zip)

• Mobile phone number

• Fingerprint in certain instances

TRACKING/MONITORING

Prospect profiles are created based on provided email address (and/or fingerprint).

Touchpoint instances are grouped by profile/email to see timeline of interaction.

Profiles and instances are cleaned via data triangulation: matching name with email with physical address (and/or fingerprint) to ensure each interaction is tagged to the appropriate profile.

Tracking Traffic:

• Website: KPIs (total traffic, pageviews, behavior);

• Search: Organic, Direct and Paid (page visits, time on site, devices, venue, etc);

• Banner Ads: DSP/Retargeting (page visits, bounce rates, a/b tests, etc);

• On-Site: Number of Visitors (venue, new vs. returning, CPM, visitor sign-up)

• App Analytics (geo-targeting, behavior, feedback)

REFINEMENT

Analytical reports showing number of interactions per instance (event, website, date-to-date). Was a specific marketing initiative successful?

Reports on profile interaction drop-offs. Where have profiles interacted the most, what is most consistent interaction, and where are the gaps?

Matching initial market/prospect research against captured market/prospect data. Are we hitting the right audience(s) and do we need to refine audience segmentation and respective messaging?


Providence Village – Sterling Ranch ColoradoMarketing Plan


P R OV I D E N C E V I L L A G E – S T E R L I N G R A N C H C O L O R A D O M A R K E T I N G P L A N :

Phase Overview

The following three phases represent sequential marketing requirements that align with

community development.

Pre-condition, Awareness, Position, Engagement

u Prior to vertical construction of model homes

u Prior to completion of visitor/prospect on-site experience

Deployment responsibilities:

1. Public Relations

2. Phase One internet presence with inquiry capture, link to builders and segment tracking capabilities

3. Realtor Relations

4. Select on-site marketing signage

5. Select marketing and advertising opportunities

6. Initiate Builder Relations Program

7. Initiate Social Media presence

Awareness, Position, Engagement, Cultivation

u Vertical construction underway (builder presence)

u Visitor/prospect experience (entry – sequence/temporary information center)


1. Expand Public Relations

2. Phase One internet presence with inqui-ry capture, link to builders and segment tracking capabilities. Add functionality/content/experience

3. Realtor Relations – On-going communications

4. On-site marketing signage expanded

5. Expand traditional marketing/ advertising opportunities

6. Manage/expand Builder Relations Program

7. Deploy experiential marketing

8. Deploy/manage Prospect/Realtor communications

9. Community collateral complete

10. Temporary Information Center complete

11. Builder signage standards deployed

12. Cultivation events – schedule finalized/deployed

13. Expand and deploy Social Media and Internet marketing and advertising

Awareness, Position, Engagement, Cultivation

u Model homes completeu Series of “Grand Opening events”

scheduled and deployedu Visitor/prospect experience refined

(entry-sequence/expanded temporary information center)


1. Continually expand Public Relations

2. Phase Three internet presence with inquiry capture, link to builders and segment tracking capabilities. Add functionality/content/experience. Promote calendar of events.

3. Realtor Relations: On-going communications

4. On-site marketing signage expanded/updated

5. Continue traditional marketing/ advertising opportunities

6. Manage/expand Builder Relations Program

7. Expand experiential marketing

8. Expand/manage Prospect/Realtor communications

9. Community collateral revised as neces-sary

10. Temporary Information Center refined

11. Builder signage standards deployed/monitored

12. “Grand Opening events” – schedule finalized/deployed

13. Expand and refine Social Media and Internet marketing and advertising

PHASE ONE

PHASE TW

O

PHASE THREE

April 2

015 –

October

2015

October

2015

– April

2016

April 2

016 ––>


P R OV I D E N C E V I L L A G E – S T E R L I N G R A N C H C O L O R A D O M A R K E T I N G P L A N :

303.202.6800

©2015 Sterling Ranch Development Company All pricing, product specifications, amenities and landscaping is subject to change without prior notice.

book 4: market launch

Documents

experiential marketing

oneofakind community

community brand proposition

community internet presence

showcase community story

future resident experience

attraction of new audiences

effectivenessand ongoing