The Ad Agency embarked on a three year strategic marketing plan targeted to consumers, builders and the brokerage community. The plan included an award-winning advertising campaign, a new corporate identity, builder relations and presentations, a new media schedule, a direct mail campaign, media relations, public relations/special events and a new sales center design.
Lee’s Hill is a 1,600 acres planned urban development in Fredericksburg, Virginia. The Ad Agency came on board and began by conducting a full marketing research report. We found that there were a number of misperceptions about Lee’s Hill: (1) few people knew that the project had a golf course, (2) few people knew of the community center and tennis courts, and (3) few people knew that Lee’s Hill featured reasonably priced, high quality townhomes and single family homes in addition to upscale homes. We also found that the brokerage community had these same misperceptions.