Begin By Asking What’s Possible?
We reignited the regional love for this brand by letting people behind the scenes into what drove the vision and decisions behind this farm-to-table community.
LET’S START WITH THE RESULTS!
MAKING A BIGGER STORY SMALLER
We were asked to address three challenges:
Orientation: People didn’t understand that Willowsford has 4 distinct villages in two different cities
The Whole Story: Successful positioning as a farm-to-table community meant prospects didn’t understand the offering in its entirety
The USPs: Top reasons to buy, in addition to the farm, were homesites backing to open space and the 40-mile trail network, but those were not evident in the marketing
TO THE WEB
We explored six different themes in our Expressioneering process, landing on one that weaved the top three reasons people buy at Willowsford into a story about challenging the status quo and working from possibility. On a practical level, we also highlighted the 6 USPs on the home page and got people oriented to the four villages and closest information center.
TO THE PRESS
In a 12-page broadsheet inserted into the Washington Post and other local newspapers, we further told the story of Willowsford – the thinking behind the planning, the possibilities that created for amenities and programming, and the way the farm and conservancy evolved, all while selling exclusive home designs.
TO THE INFORMATION CENTERS
We redesigned the touch screen experience in Willowsford’s two information centers to aid in a seamless community presentation and an intuitive builder overview.
THE SOCIAL SCENE
We promoted the new brand and events via Facebook promoted posts and ads, as well as blog posts and Pinterest.
“Sparkfire has provided a fresh perspective and creative approach to our community marketing and advertising. From creative concepts to copywriting, design and implementation, I have been consistently thrilled with the decision to trust your team with the Willowsford brand update. The comfortable and collaborative dynamic Sparkfire provides has allowed our teams to develop cohesive and compelling marketing campaigns, resulting in greater market awareness, traffic and sales. From your demanding (and slightly high maintenance) client, I look forward to our continued partnerships and thank you for the responsiveness and talent that exists in your organization. You guys just “get it”. I could honestly compliment all aspects of your team all day long!”
Vice President of Markeing for Willowsford