own your bricks presentation

Strategy • Promotions • PRWeb • Print • TV • Radio

www.MilkYourMarketing.com

“Own Your Bricks” Campaign

Winner 2009 Best in Maryland Award of Excellence Public Relations Society of America

Winner 2009 Gold AwardAssociation of Marketing & Communications Professionals



Why “Own Your Bricks”?

Baxley Development, Inc. wanted a unique campaign to:

boost awareness of the benefits of owning office space instead of renting, and

drive prospective buyers to its high-end office condo building.

So IMPACT created a campaign centered around the question “Why is it foolish to lease your office space instead of renting it?”



Campaign Elements

• The campaign’s core was the mailing of mini bricks to 1,000 hyper-targeted prospects to drive them to their own personalized web pages at www.OwnYourBricks.com.

• This core was supplemented with:– TV commercials– Print ads– Story placements– Web and email banner ads

http://www.ownyourbricks.com/



Post card, mini bricks, and URL personalized to prospect.

Mini bricks were sent to 1,000 carefully-screened prospects by first-class mail in plain white envelopes with no other identifying information. Bricks are to-scale and just two inches long. Intrigue compelled prospect to visit site.



Prospect’s name displays, while his/her company name dynamically scrolls across screen at their “new office”.

Prospect personally welcomed, informed about opportunity, and invited to take next step.

Screen shot of personalized welcome page for Milton Hall.

Click here to view actual site

http://www.ownyourbricks.com/my.php?loc=miltonhall



Prospects are directed to hear their peers’ reasons for owning office condos.

Prospect clicks to launch 15-sec videos.16 “reasons” include:Humorous: “because it takes the landlord an hour to cash your rent check, but 2 months to change a light bulb.”

Financially astute: “because when you rent, you hold a lease, but when you buy, you hold an asset.”

Biting: “because your landlord might go bankrupt. Then what?!” (a reference to local building owners whose properties are in decline).

Campaign question is repeated.



Home page of www.OwnYourBricks.com



Campaign question “types”, letter by letter, onto screen of weekly Chamber of Commerce email, as well as on the business directory on their website. Seehttp://www.chamberlink.org/hccc/ChamberWeekly/ChamberWeekly.htm to see it in motion. Ads click through to www.OwnYourBricks.com.

Banner ads with Chamber of Commerce



Print ads in The Business Monthly newspaper.

Three ads ran per issue, each on consecutive pages at the same relative position on the page, to increase visibility. There were 16 different “reasons” used in the campaign.



Example of TV commercial answering campaign question “Why is it foolish to lease your office space instead of purchasing?”

ClickHereto watchthe videoson YouTube

http://www.youtube.com/view_play_list?p=9DFD6FF163A796CB&search_query=own+your+bricks

http://www.youtube.com/view_play_list?p=9DFD6FF163A796CB&search_query=own+your+bricks



Photo on cover of The Business

Monthly Newspaper, plusarticle on the building and its unique marketing campaign.



Campaign mentioned on page 2 of Baltimore Business Journal



Second article in The Business Monthly

Newspaper



Compelling web stats for www.OwnYourBricks.com

Daily Website Statistics for July 2009, www.OwnYourBricks.com

Day Hits Files Pages Visits Sites KBytes

Mini-brick & post card with personalized web address mails on Wednesday, July 8

1 732 352 108 17 11 14450

2 163 126 26 9 9 4628

3 350 284 43 12 10 13696

4 37 30 3 1 2 2868

5 148 124 15 4 4 4625

6 681 389 130 15 8 17955

7 438 351 54 12 9 20729

8 351 241 25 10 10 9721

Dramatic spike in web hits on Thursday 9 5203 4363 601 170 219 221635

Spike continues on Friday 10 2360 2037 259 84 83 101679

Spike subsides over weekend11 530 479 68 25 23 19317

12 271 217 40 15 20 12661

Spike returns on Monday/Tuesday13 1852 1604 179 60 83 87905

14 1032 863 124 40 40 41750

15 347 253 33 13 14 12379

Post-mailing, web hits settle into normal range associated with TV commercials and print ads.

16 388 295 43 16 15 13910

17 707 479 68 27 60 24327

18 343 267 33 12 12 13659

19 213 136 25 8 10 8504

20 699 426 80 25 24 20156

21 273 191 30 11 12 9507

22 623 463 94 23 23 22816

23 779 602 160 26 23 30755

The primary objective of the campaign was to drive traffic to the website, and these statistics demonstrate an overwhelming response rate for the brick mailing of over 40%, eclipsing the average direct-mail response rate of 1 to 3% for a good campaign. The dramatic spike in web hits occurred the day after the mailing.



Thanks!

Thanks for your interest in our Own Your Bricks campaign.

Have a marketing challenge of your own? Feel free to give us a call.

[email protected]

own your bricks presentation

Business

print ads

tv commercials

example of tv commercial

campaign elements

unique campaign

bricks campaignwinner

office space

campaign question types