Peachtree Hills Place Brand Refresh
Peachtree Hills Place, an Isakson Living Community, tasked infinitee with the goal of accelerating the pace of home sales by executing a brand refresh to reintroduce the community into the market and appeal to a younger, affluent Boomer and Adult Child interested in a carefree, active lifestyle. An additional goal was to generate leads through a redesigned website and a robust digital advertising campaign to improve functionality, data capture, insights and prospecting in order to generate leads.
With the goal to sell more homes, infinitee knew we needed a multi-pronged approach. We audited what was already in place and based on insightful data made recommendations we thought would move the needle. We developed a strategic marketing plan inclusive of the brand refresh, updated website, print advertising in local publications, social and digital media advertising, new photography, video (drone and testimonials to be utilized on the website and in social and digital media), onsite signage, direct mail, collateral (corporate identity, prospective member’s package, move-in packages, marketing boards, invitations, etc.), and more.
December 31, 2018 marked the first half of the digital advertising campaign including display and remarketing, PPC, video and social media advertising, as well as organic social media and email marketing efforts. During this time, website traffic increased by 231% and new users to the website increased by 280%. The digital advertising campaign (inclusive of PPC, Display, Video, and Facebook and Instagram ads) garnered a combined total of 5,633,567 Impressions, 32,601 clicks and an average 3.42% click-through rate (CTR). These efforts ultimately led to 165 leads to date with the number increasing weekly and a level of data insight with endless application to understanding Peachtree Hills Place’s potential buyer that is being applied and refined to traditional marketing efforts and the sales team as well.