Situation
Well branded company with award winning marketing with no real online marketing strategy. The objectives were to increase awareness, improve search results from page 53 to something better etc.
Strategies
J.C. Hart and Firebelly Marketing formed a marketing partnership approximately 14 months ago. The objectives were to increase awareness and improve the company’s reputation online. The first step was to create MySpace and Facebook assets and begin inviting residents to be friends. Next all newsletters were eliminated and all content repurposed into blogs for each of the company’s communities. The website was broken into two components – a comprehensive corporate site and a site for each community. The branding was extended consistently and all community sites focused on vibrant imagery, floor plans, and immediate pricing (with an option to lease online). All sites included a solid SEO approach to assist with search. A video contest focused on residents was launched with the goal of capturing user generated content, to activate evangelists, and to get great testimonials. J.C. Hart also eliminated all print/guide marketing which placed a greater emphasis on web marketing including ILS generated traffic and leads.
Results
- Increased website traffic 75% compared to June 2008
- Eliminated print/guide marketing (saving thousands of dollars)
- Increased foot traffic and showings 4.15% Year to Date 08 vs 09
- Received nearly 50 video testimonials via a YouTube video contest (plus the JC Hart YouTube Channel received over 10,000 views in 2 months)
- Generated qualified traffic/leads via Twitter
Comments via Facebook