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Del Webb Hilton Head marketing concepts

jeffmasonads
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This document provides marketing concept proposals for Sun City Hilton Head to strengthen their messaging, campaigns, and promotions. It outlines two campaign concepts: "Good Life 101" which introduces potential buyers to the Del Webb lifestyle through educational and engaging messaging, and "Come on Down" which directly invites prospective customers in the Northeast to visit properties in Hilton Head. Each concept includes suggestions for print ads, emails, online ads, and promotions. Additional local campaign ideas and the importance of social media and a mobile app are also discussed.

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{BRANDING & GRAPHIC DESIGN} Sun City Hilton Head {Marketing Concepts}
WE HEARD YOU you want: fresh ideas stronger, clearer, simpler messaging campaigns that have consistency and efficiency stronger call to actions to keep the local market in Hilton Head to bring more attention to the vacation getaway to talk about your new amenities and model homes to fill the pipeline with new prospects good ideas that can be executed easily one firm focused on Del Webb and we want to share our thoughts with you
campaign 1 {Good Life 101} Overview The point of a Del Webb vacation getaway is to introduce potential buyers to the charm of the lifestyle we offer. In a way, its a little like an introductory course. The difference is that this isnt economics or even wine appreciation: its the worry-free good life a Del Webb lifestyle offers. And so we offer potential customers the opportunity to learn about what we have to offer in such an enticing way, they cant help but want to register for class. The generation now considering retirement may be aging, but it has always seen itself as young at heart. So we cater to that by striking chords appropriate to twenty-something college students, as well as alluding to lifelong, active learning. Execution This campaign is executed with a less is more approach both with the use of imagery and copy. Once a reader (print) or user (web) clicks or log on to a dedicated Facebook page they are taught in effect all that the Del Webb lifestyle has to offer. They can register for the Good Life vacation giveaway, get a feel of the community and its members, watch a community overview video and more importantly, be engaged. > > > > > > > >>>>>>>>> > > > > > GoodLife Q SunCityHiltonHead NOW REGISTERING > > > > > > > >>>>>>>>>> >>>>>>>>>>> >>>>>>>>>> > > > > > GoodLife Q SunCityHiltonHead 101
print ads/eblasts {Good Life 101} Simple, straightforward messaging. Less is more.
print ads/eblasts {Good Life 101}
print ads/eblasts {Good Life 101}
spec homes ad/customer giveaways {Good Life 101}
online ads {Good Life 101} facebook.com/delwebb/goodlife
print ads (2nd execution) {Good Life 101}
Overview What is a Del Webb vacation getaway if not an invitation? Its an invitation to sample the lifestyle we offer and, at least for a few days, imagine yourself a part of it. To whom does this lifestyle most appeal? The answer can be found written on the plates attached to vehicles regularly crowding Highway 278: Ohio, New Jersey, Pennsylvania in a phrase, The North. The coastal breezes and temperate climate of the Carolina lowcountry hold immense appeal for people hailing from places where winter is an an- nual reality, to be greeted with salt, sand, shovels and snowblowers. And so we find some virtue in simply being direct. Borrowing a famil- iar symbol, the shield of the Interstate Highway System, we appropriate it to communicate the freedom and ease that comes with getting on the highway and driving south. Execution This campaign communicates directly, with a minimum of artifice, inviting prospective customers to Come On Down to Sun City Hilton Head. Its a dual message: inviting our target market to come and sample our amenities and tour the property, but also inviting them to consider a more permanent move. Its also a flexible message, appealing to customers as well as realtors. campaign 2 {Come on Down} LIMITED TIME 8 NEW MODELS HOMES STARTINGFROMTHE COME ON DOWN to SUN CITY HILTON HEAD Est. 1960 DW
print ads/eblasts {Come on Down} LIMITED TIME FREEGOURMENT KITCHEN LIMITED TIME FREEGOURMENT KITCHEN H LIMITED TIME FREEGOURMENT KITCHEN H easy to read info icons LIMITED TIME FREEGOURMENT KITCHEN 8 NEW MODELS HOMESSTARTINGFROMTHE $150s LIMITED TIME FREEGOURMENT KITCHEN 8 NEW MODELS HOMESSTARTINGFROMTHE $150s L LIMITED TIME FREEGOURMENT KITCHEN 8 NEW MODELS HOMESSTARTINGFROMTHE $150s S LF LIMITED TIME FREEGOURMENT KITCHEN JUST OPENED NEWAMENITIES &MORE! LIMITED TIME FREEGOURMENT KITCHEN 8 NEW MODELS HOMESSTARTINGFROMTHE $150s SPECIALOFFERS LIKEUSFACEBOOK.COM/DWHH LIMITED TIME FREEGOURMENT KITCHEN 8 NEW MODELS HOMESSTARTINGFROMTHE $150s SPECIALOFFERS LIKEUSFACEBOOK.COM/DWHH LIMITED TIME FREEGOURMENT KITCHEN 8 NEW MODELS HOMESSTARTINGFROMTHE $150s SPECIALOFFERS LIKEUSFACEBOOK.COM/DWHH
spec homes ad {Come on Down}
customer giveaways {Come on Down} COME ON DOWN to SUN CITY HILTON HEAD Est. 1960 DW
online ads {Come on Down} facebook.com/delwebb/comeondown
more ideas (concept only)
more ideas (concept only)
more ideas (The right direction, concept only) eyecatching and unexpected Ad will be upside down and the copy plays off this idea
use a spokesperson (b level actor) Impact of celebrity endorsement on overall brand, is a sig- nificant one. The crescendo of celebrities endorsing brands has been steadily increasing over the past years. Marketers overtly acknowledge the power of celebrities in influencing consumer- purchasing decisions. It is a ubiquitously accepted fact that celebrity endorsement can bestow special attributes upon a product that it may have lacked otherwise. Advantages of a celebrity endorsing a brand Establishment of Credibility Ensured Attention PR coverage Higher degree of recall Associative Benefit Mitigating a tarnished image Psychographic Connect Demographic Connect Mass Appeal Rejuvenating a somewhat stagnant brand Suggestion John Cleese www.youtube.com/watch?v=G5VDfizYnxY
We want you! To stay. (Old Uncle Sam Poster concept) Staycation (good graphic possibilities) Dont worry be happy (would be great radio, etc.) Plays of the hassle and worry-free lifestyle Breaking up isnt hard to do Its not you, its me. (breaking up with your old house, your old life) Defriended!! or unfriend (Facebook) (get rid of all the hassles) Its time to unfriend Stay Putt. Stay Hilton Head. (could be a logo or badge) 101 reasons to stay! List all DW amenities, clubs, etc. You cant leave! (show photo of family of 4) tug on the heart strings. Dont leave the grandkids behind or can you really leave?? or When leaving isnt an option Restart doesnt mean relocate Leave it behind Basic idea: youre not leaving your home, but you are leaving your annoyances by downsizing and simplifying your life. or Sun City Hilton Head invites you to leave. Bridge to new stuff / lifestyle / amenities call to action with property tour. Primary art thought: Moving van? Suitcases? Relax in place. (Image from DW fitness center? Person on treadmill?) Youve already arrived. Youve arrived. Why depart? Theres No Place Like Home. (Dorothy/Oz imagery) Its home. Upgraded. Simplify (list of things, with bad/annoying/hassle stuff crossed off) Go with what you know. Moving is overrated. local campaign ideas (concept only)
Social Media. If you dont have a plan, you are missing the boat! If you havent fully dived into the social media pool, you not only risk missing out on a crucial marketing tool, you also risk appearing behind-the-times to your customers and to the media who can bring you publicity. Being hip to social networking shows you want to communicate with your customers whenever and wherever. Our social media partner {Somedia Solutions} has proposed a basic plan that is on the hard drive for your review and consideration. A community overview video This would be on facebook and youtube. A mobile app Currently more than 50% of all local searches are done from a mobile device and 62% researched travel. For homebuilders, this opens up an entirely new way to present and promote their homes. 1 2 3 what else should you be doing and should have?
{BRANDING & GRAPHIC DESIGN} 678.267.4642 www.jeffmasonaddesign.com jeff@jeffmasonaddesign.com 4560 Evandale Way Cumming, GA 30040

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Del Webb Hilton Head marketing concepts

  • 1. {BRANDING & GRAPHIC DESIGN} Sun City Hilton Head {Marketing Concepts}
  • 2. WE HEARD YOU you want: fresh ideas stronger, clearer, simpler messaging campaigns that have consistency and efficiency stronger call to actions to keep the local market in Hilton Head to bring more attention to the vacation getaway to talk about your new amenities and model homes to fill the pipeline with new prospects good ideas that can be executed easily one firm focused on Del Webb and we want to share our thoughts with you
  • 3. campaign 1 {Good Life 101} Overview The point of a Del Webb vacation getaway is to introduce potential buyers to the charm of the lifestyle we offer. In a way, its a little like an introductory course. The difference is that this isnt economics or even wine appreciation: its the worry-free good life a Del Webb lifestyle offers. And so we offer potential customers the opportunity to learn about what we have to offer in such an enticing way, they cant help but want to register for class. The generation now considering retirement may be aging, but it has always seen itself as young at heart. So we cater to that by striking chords appropriate to twenty-something college students, as well as alluding to lifelong, active learning. Execution This campaign is executed with a less is more approach both with the use of imagery and copy. Once a reader (print) or user (web) clicks or log on to a dedicated Facebook page they are taught in effect all that the Del Webb lifestyle has to offer. They can register for the Good Life vacation giveaway, get a feel of the community and its members, watch a community overview video and more importantly, be engaged. > > > > > > > >>>>>>>>> > > > > > GoodLife Q SunCityHiltonHead NOW REGISTERING > > > > > > > >>>>>>>>>> >>>>>>>>>>> >>>>>>>>>> > > > > > GoodLife Q SunCityHiltonHead 101
  • 4. print ads/eblasts {Good Life 101} Simple, straightforward messaging. Less is more.
  • 7. spec homes ad/customer giveaways {Good Life 101}
  • 8. online ads {Good Life 101} facebook.com/delwebb/goodlife
  • 9. print ads (2nd execution) {Good Life 101}
  • 10. Overview What is a Del Webb vacation getaway if not an invitation? Its an invitation to sample the lifestyle we offer and, at least for a few days, imagine yourself a part of it. To whom does this lifestyle most appeal? The answer can be found written on the plates attached to vehicles regularly crowding Highway 278: Ohio, New Jersey, Pennsylvania in a phrase, The North. The coastal breezes and temperate climate of the Carolina lowcountry hold immense appeal for people hailing from places where winter is an an- nual reality, to be greeted with salt, sand, shovels and snowblowers. And so we find some virtue in simply being direct. Borrowing a famil- iar symbol, the shield of the Interstate Highway System, we appropriate it to communicate the freedom and ease that comes with getting on the highway and driving south. Execution This campaign communicates directly, with a minimum of artifice, inviting prospective customers to Come On Down to Sun City Hilton Head. Its a dual message: inviting our target market to come and sample our amenities and tour the property, but also inviting them to consider a more permanent move. Its also a flexible message, appealing to customers as well as realtors. campaign 2 {Come on Down} LIMITED TIME 8 NEW MODELS HOMES STARTINGFROMTHE COME ON DOWN to SUN CITY HILTON HEAD Est. 1960 DW
  • 11. print ads/eblasts {Come on Down} LIMITED TIME FREEGOURMENT KITCHEN LIMITED TIME FREEGOURMENT KITCHEN H LIMITED TIME FREEGOURMENT KITCHEN H easy to read info icons LIMITED TIME FREEGOURMENT KITCHEN 8 NEW MODELS HOMESSTARTINGFROMTHE $150s LIMITED TIME FREEGOURMENT KITCHEN 8 NEW MODELS HOMESSTARTINGFROMTHE $150s L LIMITED TIME FREEGOURMENT KITCHEN 8 NEW MODELS HOMESSTARTINGFROMTHE $150s S LF LIMITED TIME FREEGOURMENT KITCHEN JUST OPENED NEWAMENITIES &MORE! LIMITED TIME FREEGOURMENT KITCHEN 8 NEW MODELS HOMESSTARTINGFROMTHE $150s SPECIALOFFERS LIKEUSFACEBOOK.COM/DWHH LIMITED TIME FREEGOURMENT KITCHEN 8 NEW MODELS HOMESSTARTINGFROMTHE $150s SPECIALOFFERS LIKEUSFACEBOOK.COM/DWHH LIMITED TIME FREEGOURMENT KITCHEN 8 NEW MODELS HOMESSTARTINGFROMTHE $150s SPECIALOFFERS LIKEUSFACEBOOK.COM/DWHH
  • 12. spec homes ad {Come on Down}
  • 13. customer giveaways {Come on Down} COME ON DOWN to SUN CITY HILTON HEAD Est. 1960 DW
  • 14. online ads {Come on Down} facebook.com/delwebb/comeondown
  • 17. more ideas (The right direction, concept only) eyecatching and unexpected Ad will be upside down and the copy plays off this idea
  • 18. use a spokesperson (b level actor) Impact of celebrity endorsement on overall brand, is a sig- nificant one. The crescendo of celebrities endorsing brands has been steadily increasing over the past years. Marketers overtly acknowledge the power of celebrities in influencing consumer- purchasing decisions. It is a ubiquitously accepted fact that celebrity endorsement can bestow special attributes upon a product that it may have lacked otherwise. Advantages of a celebrity endorsing a brand Establishment of Credibility Ensured Attention PR coverage Higher degree of recall Associative Benefit Mitigating a tarnished image Psychographic Connect Demographic Connect Mass Appeal Rejuvenating a somewhat stagnant brand Suggestion John Cleese www.youtube.com/watch?v=G5VDfizYnxY
  • 19. We want you! To stay. (Old Uncle Sam Poster concept) Staycation (good graphic possibilities) Dont worry be happy (would be great radio, etc.) Plays of the hassle and worry-free lifestyle Breaking up isnt hard to do Its not you, its me. (breaking up with your old house, your old life) Defriended!! or unfriend (Facebook) (get rid of all the hassles) Its time to unfriend Stay Putt. Stay Hilton Head. (could be a logo or badge) 101 reasons to stay! List all DW amenities, clubs, etc. You cant leave! (show photo of family of 4) tug on the heart strings. Dont leave the grandkids behind or can you really leave?? or When leaving isnt an option Restart doesnt mean relocate Leave it behind Basic idea: youre not leaving your home, but you are leaving your annoyances by downsizing and simplifying your life. or Sun City Hilton Head invites you to leave. Bridge to new stuff / lifestyle / amenities call to action with property tour. Primary art thought: Moving van? Suitcases? Relax in place. (Image from DW fitness center? Person on treadmill?) Youve already arrived. Youve arrived. Why depart? Theres No Place Like Home. (Dorothy/Oz imagery) Its home. Upgraded. Simplify (list of things, with bad/annoying/hassle stuff crossed off) Go with what you know. Moving is overrated. local campaign ideas (concept only)
  • 20. Social Media. If you dont have a plan, you are missing the boat! If you havent fully dived into the social media pool, you not only risk missing out on a crucial marketing tool, you also risk appearing behind-the-times to your customers and to the media who can bring you publicity. Being hip to social networking shows you want to communicate with your customers whenever and wherever. Our social media partner {Somedia Solutions} has proposed a basic plan that is on the hard drive for your review and consideration. A community overview video This would be on facebook and youtube. A mobile app Currently more than 50% of all local searches are done from a mobile device and 62% researched travel. For homebuilders, this opens up an entirely new way to present and promote their homes. 1 2 3 what else should you be doing and should have?
  • 21. {BRANDING & GRAPHIC DESIGN} 678.267.4642 www.jeffmasonaddesign.com jeff@jeffmasonaddesign.com 4560 Evandale Way Cumming, GA 30040