Book 4: Market Launch
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Transcript of 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
4 | Sterling Ranch | Providence Village Marketing Plan
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:
Sterling Ranch | Providence Village Marketing Plan | 5
CommunityInternetPresence
6 | Sterling Ranch | Providence Village Marketing Plan
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
Sterling Ranch | Providence Village Marketing Plan | 7
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 :
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
8 | Sterling Ranch | Providence Village Marketing Plan
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 :
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.
Sterling Ranch | Providence Village Marketing Plan | 9
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 :
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.
10 | Sterling Ranch | Providence Village Marketing Plan
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 :
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
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
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
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
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed
diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nos
trud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex
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
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
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed
diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nos
trud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex
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
Sterling Ranch | Providence Village Marketing Plan | 11
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 :
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
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
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
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
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed
diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nos
trud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex
ea com modo consequat. Duis autem vel eum iriure dolor in hen
drerit in vulputate velit esse molestie consequat, vel illum do
Llore eu feugiat nulla facili sis at vero eros et accumsan et iusto
odio dignissim qui blandit praesent luptatum zzril delenit augue
duis olore te feugait nulla facilisi. Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore magna aliquam erat
Volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci.
tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commo.
Growing Intelligently ForwardEngaging Connectivity
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
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
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed
diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nos
trud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex
ea com modo consequat. Duis autem vel eum iriure dolor in hen
drerit in vulputate velit esse molestie consequat, vel illum do
Llore eu feugiat nulla facili sis at vero eros et accumsan et iusto
odio dignissim qui blandit praesent luptatum zzril delenit augue
duis olore te feugait nulla facilisi. Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore magna aliquam erat
Volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci.
tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commo.
Growing Intelligently ForwardEngaging Connectivity
12 | Sterling Ranch | Providence Village Marketing Plan
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
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
Growing Intelligently ForwardEngaging Connectivity
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
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
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore
magna aliquam erat volut pat. Ut
wisi enim ad minim veniam, quis
nos trud exerci tation ullamcorper
suscipit lobortis nisl ut aliquip ex
ea com modo consequat. Duis
autem vel eum iriure dolor in hen
drerit in vulputate velit esse mo
lestie consequat, vel illum dolore
eu feugiat nulla facili sis at vero eros
et accumsan et iusto odio dignissim
qui blandit praesent luptatum zzril dele
nit au gue duis olore te feugait nulla facilisi.
Growing Intelligently ForwardEngaging Connectivity
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
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
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore
magna aliquam erat volut pat. Ut
wisi enim ad minim veniam, quis
nos trud exerci tation ullamcorper
suscipit lobortis nisl ut aliquip ex
ea com modo consequat. Duis
autem vel eum iriure dolor in hen
drerit in vulputate velit esse mo
lestie consequat, vel illum dolore
eu feugiat nulla facili sis at vero eros
et accumsan et iusto odio dignissim
qui blandit praesent luptatum zzril dele
nit au gue duis olore te feugait nulla facilisi.
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 :
Look & Feel
Sterling Ranch | Providence Village Marketing Plan | 13
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 :
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.
14 | Sterling Ranch | Providence Village Marketing Plan
REALTOR® RelationsProgram
Sterling Ranch | Providence Village Marketing Plan | 15
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
16 | Sterling Ranch | Providence Village Marketing Plan
R E A LTO R R E L AT I O N S P R O G R A M :
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.
Respectful. Responsive. Receptive.
Respectful. Responsive. Receptive.
Respectful. Responsive. Receptive.
Sterling Ranch | Providence Village Marketing Plan | 17
R E A LTO R R E L AT I O N S P R O G R A M :
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
18 | Sterling Ranch | Providence Village Marketing Plan
R E A LTO R R E L AT I O N S P R O G R A M :
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
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.
Respectful. Responsive. Receptive.
Respectful. Responsive. Receptive.
Respectful. Responsive. Receptive.
S AT U R D AYJ U LY 1 2 T HFROM 11:00AMT I L 6 : 0 0 P MFUN, FOODAND PRIZES
LOREM IPSUM DOLOR SIT AMET, CONSECTETUER
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DRIVING DIRECTIONS | BUILDER INFO | CONTACT US
R S V P C L I C KH E R E
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.
Respectful. Responsive. Receptive.
Respectful. Responsive. Receptive.
Respectful. Responsive. Receptive.
DRIVING DIRECTIONS | BUILDER INFO | CONTACT US
LOREM IPSUM DOLOR SIT AMET, CONSECTETUER
Aadipisci tincidunt ut laoreet dolore magna aliquam erat volutpat.
Ut wisi enim ad minim veniam, nostrud exerci tation ullamcorper
suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit
esse molestie consequat, vel illum dolore eu feugiat nulla facili
sis at vero eros et accumsan et iusto.
Odio dignissim qui blandit praesent
luptatum zzril delenit augue duis dolor.quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip ex ea odo consequat.
THE NATURE OF LOREM IPSUM DOLOR SIT AMET, CONSECTETUER Aadipiscing elit, sed
diam nonummy nibh
euismod tincidunt ut
laoreet dolore magna
aliquam erat volutpat.
Ut wisi enim ad minim
veniam, quis nostrud ex
erci tation ullamcorper
suscipit lobortis nisl ut
aliquip ex ea commodo
consequat. Duis autem
vel eum iriure dolor in.
PROVIDENCE VILLAGE FEATURED BUILDER: RYLAND HOMES Aadipiscing elit, sed diam nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad
minim veniam, quis nostrud ex erci tation ullamcorper.
UT WISI ENIM AD MINIM VENIAM, QUIS NOSTRUD EXERCI TATION ULLAMCORPER
Aadipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad minim
veniam, quis nostrud exerci tation ullamcorp
er suscipit lobortis nisl ut aliquip ex ea com
modo consequat. Duis autem vel eum iriure dololore eu feugiat
nulla facilisis at vero eros et accumsnissim qui blandit praesent:
• luptatum zzril delenit augue • duis dolor.quis nostrud exerci tation • ullamcorper suscipit lobortis nisl ut aliquip
Euismod tincidunt ut laoreet dolore ex ea commodo consequat!
4.
Sterling Ranch | Providence Village Marketing Plan | 19
Print & Digital Media
20 | Sterling Ranch | Providence Village Marketing Plan
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.
A NEW COMMUNITY DOING AMAZING THINGS. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque lacinia mas sa ligula,
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
LOREM IPSUM DOLOR SIT AMET, consectetur adipiscing elit. Pellentesque lacinia mas sa ligula, at dapibus elit hendrerit tempor. Vivamus condi mentumnon vestibulum eleifend. Lorem ipsum dolor. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque lacinia sa ligula, at dapibus hendreritt.
Century Communities From the $XXXs
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Infinity Home Collection From the $XXXs
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Meritage Homes From the $XXXs
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Ryland Homes From the $XXXs
Condi mentum non Vestulum
Village Homes From the $XXXs
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L I VESTERL I NGRANCH.COMAt the Leading Edge of Nature in Southwest Denver
Sterling Ranch | Providence Village Marketing Plan | 21
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
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Infinity Home Collection From the $XXXs
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Meritage Homes From the $XXXs
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Ryland Homes From the $XXXs
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Village Homes From the $XXXs
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P R I N T & D I G I TA L M E D I A :
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.
22 | Sterling Ranch | Providence Village Marketing Plan
P R I N T & D I G I TA L M E D I A :
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
At the Leading Edge of Nature in Southwest Denver
HOMES FROM THE $300sN E W H O M E S . N E W A P P R OA C H .
Animated GIF
Sterling Ranch | Providence Village Marketing Plan | 23
THE TRENDSETTERT H E N AT U R E O F B E I N G
At the Leading Edge of Nature in Southwest Denver
Discover...
DOING AMAZING THINGSA N E W C O M M U N I T Y
Animated GIF
P R I N T & D I G I TA L M E D I A :
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.
24 | Sterling Ranch | Providence Village Marketing Plan
Public Relations
Sterling Ranch | Providence Village Marketing Plan | 25
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.
26 | Sterling Ranch | Providence Village Marketing Plan
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
Sterling Ranch | Providence Village Marketing Plan | 27
ExperientialMarketing
28 | Sterling Ranch | Providence Village Marketing Plan
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
Sterling Ranch | Providence Village Marketing Plan | 29
E X P E R I E N T I A L M A R K E T I N G :
Location Opportunities
Local area corporate settings as well as strategic partner settings will be utilized to create
awareness and effective positioning while engaging prospects.
30 | Sterling Ranch | Providence Village Marketing Plan
3-sided Display
E X P E R I E N T I A L M A R K E T I N G :
Retail Setting
Local area retail settings will be utilized to create awareness and effective positioning while
engaging the prospect.
Sterling Ranch | Providence Village Marketing Plan | 31
E X P E R I E N T I A L M A R K E T I N G :
Retail Setting
A variety of display formats will be used to ensure all appropriate opportunities are utilized.
32 | Sterling Ranch | Providence Village Marketing Plan
MarketingSignage
Sterling Ranch | Providence Village Marketing Plan | 33
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
34 | Sterling Ranch | Providence Village Marketing Plan
THE NATURE OF BEING
THE TRENDSETTER
New Homes Coming Soon • LiveSterlingRanch.com
12’ x 8’ Sign
VISITORCENTER
M A R K E T I N G S I G N A G E :
Community Billboard
On and off-site marketing signage will allow changes for timely and relevant information.
Sterling Ranch | Providence Village Marketing Plan | 35
DIRECTIONAL SIGN – OPTION 3
SMITH HOMES
JONES HOMES
COLORADO HOMES
WILLIAMS HOMES
JOHNSON HOMES
MOUNTAIN HOME COLLECTION
4’ x 6’ Sign
M A R K E T I N G S I G N A G E :
Directional
Participating builders will benefit from well-designed wayfinding signage.
36 | Sterling Ranch | Providence Village Marketing Plan
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
M A R K E T I N G S I G N A G E :
Builder Identification
Participating builders will be showcased and presented on-site.
Sterling Ranch | Providence Village Marketing Plan | 37
M A R K E T I N G S I G N A G E :
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.
38 | Sterling Ranch | Providence Village Marketing Plan
MarketingMaterials
Sterling Ranch | Providence Village Marketing Plan | 39
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.
40 | Sterling Ranch | Providence Village Marketing Plan
M A R K E T I N G M AT E R I A L S :
Community Collateral
The inaugural issue will focus on Providence Village, the participating builders and the innovative
dynamics of Sterling Ranch.
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Sterling Ranch | Providence Village Marketing Plan | 41
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Providence Lake & ParkRec CenterCivic CenterModel ComplexK-8 School
Burns Park
NORTH
ParamountCenter
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facilisis sem gravida. Quisque interdum nisl ac tortor cursus malesuada. Ut
finibus lacus ac dolor euismod auctor. Proin imperdiet consectetur sapien sed
tempus. Aliquam sollicitudin quam nibh, et accumsan risus interdum sed.
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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
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M A R K E T I N G M AT E R I A L S :
Community Collateral –Engaging Pullouts
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M A R K E T I N G M AT E R I A L S :
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
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Visitor Center
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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.
46 | Sterling Ranch | Providence Village Marketing Plan
V I S I TO R C E N T E R :
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.
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V I S I TO R C E N T E R :
Concept
Striking in its simplicity and perfectly suited to facilitate community cultivation events.
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V I S I TO R C E N T E R :
Concept
An outdoor, rain harvesting experience will be developed to showcase the community’s commitment
to stewardship of the land.
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STEWARD
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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.
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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.”
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Database Development,Tracking/Monitoring & Refinement
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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
• 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?
54 | Sterling Ranch | Providence Village Marketing Plan
Providence Village – Sterling Ranch ColoradoMarketing Plan
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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)
Deployment responsibilities:
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)
Deployment responsibilities:
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 ––>
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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 :
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303.202.6800
©2015 Sterling Ranch Development Company All pricing, product specifications, amenities and landscaping is subject to change without prior notice.