The Challenge: Central Park is a new development created by Neal Communities located in the master planned community of Lakewood Ranch. The first new development in Lakewood Ranch in nearly 10 years, Central Park offers residents the opportunity to purchase an entry-level home, previously unattainable in Lakewood Ranch. Each neighborhood is themed uniquely and homes range from 1,040 to 2,442 square feet. Pricing begins in the $120s.
Initially, the developer hired another ad agency for help with this new community but before the project was even launched, approached B-Squared about the branding and advertising campaign due to this agency's superior creative abilities.
Campaign: B2 Advertising developed a campaign highlighting the most important aspects of the community with the following thematic: More Central. More Park. More Home. Using this original and fresh idea, we developed print ads for newspapers and magazines, a multitude of site signs, e-blasts to prospects and realtors and invitations to two private parties held prior to the grand opening in mid-July.
Results: The first event, held for all of the residents of Lakewood Ranch resulted in 1,500 people attending the party to preview the project. The second event for realtors resulted in 350 people attending the soiree.
During the two-day launch, more than 5,000 people came out to view the eight model homes and amenities of the project. During the first two weeks of sales nearly 40 contracts were written and traffic continues to be strong.
The Challenge: Wilhelm Construction is an 80-year-old commercial construction company located in Indianapolis, Indiana. For years, the company relied on word-of-mouth advertising and referral-based marketing. As the US economy began to spiral downward in 2007, Wilhelm continued to enjoy record-breaking years and great success. However, the management team realized only too well that commercial construction generally lags behind residential construction and that it was only a matter of time before the company's pipeline would begin to dry up and the work to slow down.
The Solution: The company took the bold move of meeting the decline in the commercial construction industry with a re-branding effort and an aggressive advertising and marketing campaign and hired- B-Squared to produce the necessary materials. From the company's decades-old logo to site signage, a public relations program, brochures and inserts, updated presentation materials, print and television campaign, Wilhelm kicked off a three-month advertising and marketing program that included not only Indianapolis but areas a 200-mile radius as well.
The Results: Since kicking off the campaign in early May, Wilhelm has enjoyed a dramatic increase in web traffic, has increased visibility in surrounding areas which has resulted in construction bids they might not have otherwise received, and has generally helped to position the decades-old company as a forward-thinking construction partner whose employees, customers and the general public think very highly of.
The Challenge: Yellow-Out, a product distributed by the parent company Iron Out, which is the industry leader in its category of consumer brands, is a laundry additive designed to remove chemicals in your water that cause yellowing in fabrics. Having been on the market for a couple of years, the company had achieved the desired distribution network (grocery stores, drug stores, etc.) but hadn't yet hit their stride in sales.
The Solution: B-Squared was retained to produce a radio spot and FSIs (Free Standing Inserts in newspapers). We helped identify markets where municipal water systems weren't quite up to par and/or where the majority of homeowners utilized well water in the states of Indiana, Ohio, Michigan and Florida. The objective was to increase trial usage among consumers in those markets.
The Results: The campaign, which ran over a period of one month, was responsible for doubling sales in some states and tripling those in others, according to company president Joel Harder.
The Challenge: This developer faced two distinct challenges: a depressed real estate market in Broward County that had witnessed little to no new development during the past two to three years and an advertising agency that couldn't seem to get any work out the door for them.
The Solution: While overall market conditions were disconcerting, this client knew that the market was changing. People who were on the sidelines for the past two years were beginning to witness an upturn in the market. Prices were beginning to stabilize and even go up. And although foreclosure sales could still be found, the paperwork and hassle of dealing with the banks was too much to bear for many young buyers.
Enter Monterra. A new master planned community consisting of primarily single-family homes with town home and carriage home products as well. Priced at under $150 square foot, pricing such as this put it squarely into play with the resale market. It wasn't long before word got out and prospects began to show up but turnaround time from their ad agency was crippling their sales efforts. It took weeks to get an ad or an eblast out the door and follow-up sales programs promised long ago had yet to be outlined, let alone put into place. Enter B-Squared Advertising.
The Results: Within a month of singing the contract, B-Squared produced a model grand opening advertising campaign that consisted of three newspaper ads, 8 e-blasts, 2 invitations, a sales follow-up program, 6 PR releases, two grand opening parties, a billboard design and site signage program. Since taking over the account, the project has been averaging more than 150 people a week through the doors and have sold more than 200 homes in 2010.
The Challenge: Naples Lumber is a well-established lumber company operating in Southwest Florida for more than 25 years. Suffering from a misperception that all it had to offer to consumers was lumber, the company approached B-Squared about developing a series of ads designed to make consumers look at Naples Lumber a little differently than they had in the past.
The Solution: B-Squared created the positioning statement of "Everything you'd never expect from a lumber company", and executed this through a series of ads that featured the company's many door handles, knobs, hinges, doors and windows. The campaign quickly became one of the most popular local campaigns running in many of the Naples' lifestyle publications and trade magazines.
The Results: In addition to winning ADDY awards on both local and district levels, the ad campaign helped Naples Lumber realize their best year ever in terms of both sales and growth. According to President Ron Labbe, in a year that was rather flat for many in the home building industry, Naples Lumber witnessed an increase in market share while his competitors' share decreased.
History: Moraya Bay is a high-rise located on the Gulf of Mexico in Naples, FL developed by Signature Communities. Moraya Bay initially offered for sale in 2008. These models were so successful and decedent that they were immediately sold out. However, when they got ready to close in 2009 more than half of the contracts sold through due to the general poor economy and the real estate industry. That is when they came to us.
Campaign: Our efforts consisted of a creating a fresh, new brand for them. This consisted of a new logo design that is more in keeping with the contemporary nature of the project because while the original logo was very formal, the style of the building was contemporary. The icon tied into the signature elements based around the community, for instance the fire bowl. We tried to tie in all the different elements of what Moraya Bay was all about.
The tagline: Private. Beach. Club. Living. was created to illustrate in four simple words the story of Moraya Bay. It was also designed to communicate the club's many features to its prospects.
In addition to the new brand we developed, we sent out e-news letters and multiple e-blasts for the realtors and prospects. We also developed brochure materials; one being standard and large while the other was a small 8 x 8" brochure that contained information on the project and floor plan. It also included an eight-minute DVD that we produced especially for them. Set aside from everything else, we created an entirely new look and feel to their website and produced a series of five, one minute segments that we posted both on Youtube.com and their website that will illustrate to potential buyers the real Moraya Bay, inside and out.
Results: Since taking over the advertising and marketing for Moraya Bay in 2010, B-Squared advertising has helped double the traffic resulting in $110 million in sales.
