Westmoore | Case Study | Mass Media Marketing

WESTMOORE

THE CLIENT

Westmoore is an upscale and modern townhome community located in Loudoun County, Virginia. It consists of 599 urban-designed townhomes and modern single-family attached city homes that offer open living spaces, private rooftop terraces and modern finishes. Westmoore is designed with vibrant living in mind. This particular community is unique due to its central location – being a short walk from the metro station’s new silver line – as well as its numerous resort-style amenities, such as parks, poolside cabanas, miles of trails and more. With the walkability, the access to the metro and being part of the BuiltSmart Program, Westmoore is one of the most efficient places to live. The homes are designed to save energy and are built for the lowest impact on natural resources.

THE MISSION

Together with our satellite office in Washington, D.C., we were appointed to create a community brand that established an urban vibe in the middle of suburban Loudoun County that bolstered the idea of New Urbanism and supported the unique paradox that exists in the convenience of connectivity and the peacefulness of suburban living. The only catch? 750 qualified prospects on the Priority List within three months and 250 guests in attendance at the Grand Opening event.

THE PLAN

We knew that Westmoore would be a commuter’s dream with its location just steps to the new Silver Line Metro and in close proximity to major commuter routes. We also knew that the best way to reach these prospects was through an integrated marketing strategy with an emphasis on the digital efforts. By using a team of certified Google AdWords professionals, a search and display program was developed that reached prospects exactly where and when they’re searching, whether it’s at home or at work. Even the offline components of the strategy were easily tracked online for effectiveness and on-the-fly adjustments to the overall marketing strategy.

Designing and implementing a custom-built website was vital to help garner and retain interest from prospective buyers by providing information and updates regarding the development, while also helping to create a visual identity and brand for the feel of the community.

We also needed a “home base” for the prospects to come and find out more information about the community that seamlessly reflects all that it has to offer. Entering the Westmoore Sales Center, the rectangular, wall-to-wall signage, illustrating a train speeding past, offers prospective buyers a glimpse of what a life at Westmoore could bring: “A commute with a Silver Lining.” The Center’s white coffered ceiling is borrowed directly from that of the Washington Metro station, submerging potential residents in the thought of a new, simplified and connected lifestyle. With a large, custom designed site plan table and a wall-length area map, the Westmoore impact is hard to miss.

The Westmoore Sales Center highlights the connectivity, simplicity and ease that this community offers for potential residents. Incorporating elements of urban design and modern simplicity, the center effectively conveys the experience of what simplified metro living is all about from the moment you walk inside.

We also designed and produced high quality, large brochures with beautiful imagery and informative literature regarding the community. We also designed and produced an in-depth signage package consisting of signage for the entire community to tie the brand together in every possible aspect.

THE TOOLS

  • A hands-on, fully integrated digital marketing strategy that helped reach prospects online and draw traffic to the website
  • Custom built, interactive website that keeps prospective buyers in the know of all things Westmoore
  • A Sales Center that effectively reflects the community and encompasses all that Westmoore has to offer
  • An intensive and eye-catching signage package that builds on the look of the Westmoore brand to increase visibility
  • On-brand and informative print collateral

THE PAYOFF

With solid, active digital marketing management, outstanding print and digital collateral and a show-stopping sales center, we didn’t just meet the client’s target of 750 qualified prospects in three months and 250 guests in attendance at the Grand Opening. Instead, interest was buzzing. Promises were over-delivered. And the end result was a list of 1,600 prospects on the Priority list, 550 guests in attendance at the two private preview events, and 750 guests in attendance at the Grand Opening. Now that’s twice as nice.

phone 706.651.0053 | fax 706.651.0535

M3 Agency | M3Agency.com

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