The Challenge
Grow Community is a new kind of urban development located on Bainbridge Island, right outside of Downtown Seattle. Grow Community, built and developed by Asani, is a model of sustainable design and is the first residential One Planet Community in the United States. Asani came to me because their launch date was rapidly approaching and they were concerned that they hadn’t raised enough awareness in the local community, or across the water in Seattle, to see enough interest in the first phase of their model home launch.
The Solution
Having a great product is half the battle, and I’m confident that this amazing community—with an equally amazing team behind it—would have eventually exploded on the sustainability scene simply through word of mouth. However, when they came to me, their target launch date was a mere two months away. I knew I had to make some big waves in the local community and drive targeted traffic to their site quickly in order to meet their desired goal of having two thousand people tour the site by the end of Fall. I estimated that by the end of the first week of model home tours we had over 2000 visitors and the first phase of the development was almost completely sold out.
How did I do it? I embedded myself in the Asani marketing team to help create a social brand for Grow Community unlike any the development or real estate communities have seen. I built a content machine for them that was laser focused on their target audience in the area and launched a PR and influencer outreach blitz that resulted in local and national press. Want to see some evidence? Try this article, or this one, or this one.
You can also check out this collaborative post with the NissanLEAF team on Facebook and view the screenshot to the right.
Grow Community has just been nominated for the 2012 Sustainable Business Awards.
Share this case study: