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The initial approach to positioning a new community called 12 Oaks was derived heavily from its planned Nicklaus Design golf course. Street names, promotional themes and visuals were all tied heavily to the golf course. However, in-depth research with qualified prospective buyers revealed that our target audience viewed the benefit of a golf course community within a broader context of living an enriched life. As early adopters who are active in their communities, these prospective buyers responded more enthusiastically to the idea of neighborhood that offered social connections and a variety of outdoor activities. The golf course, while a compelling amenity, was more appealing to prospective homebuyers as part of the comprehensive and distinctive lifestyle offered at 12 Oaks.

 

SMITH developed a communications campaign informed by this new strategy and altered the focus of 12 Oaks’ original messaging. Using aspirational print ads and a branded Web site, we conveyed a lifestyle intertwined with varied activities, including golf and social networking, within the community. With this approach, we showed consumers that life at 12 Oaks is full of enjoyable and enriching possibilities.

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