Page 30 - The Nationals - 2017 Gold WInners

BEST DIRECT MAIL PROGRAM

Goal: Welcoming outreach to distinct sub-markets: 1) young couples and families

in surrounding neighborhoods; 2) first time move-ups; 3) affluent, maturing

households and 4) Asian buyers.

• 4 direct mailers express community identity, with new home offerings of 14

collections tailored to each sub-market. Scheduling of economical third class

mailings ensures recipients have ample lead time.
• Each piece addresses profile distinctions, with lifestyle presentation to

discretionary buyers especially nuanced. Anchoring all, the community brand

reinforces marketing support for guest builders.

• With music, food, art demonstrations. and a wine and beer garden, Friday
Night Happenings are true to the community’s promise of fun, casual ways to

connect and enjoy. Food truck bucks for those who bring their mailer tracks

response.
Beacon Park at Great Park Neighborhoods
Irvine, CA
• In addition to zip codes and incomes, list building layers in length of residency

By: FivePoint and children’s ages. First 3 mailings suppress Asian surnames to stretch
geographic reach, while the fourth mailing is devoted exclusively to these
Marketing Director: Jann Rowe
Ad Agency: Strada Advertising
surnames, for the same objective.

• Reaping a 1 to 1.5% direct response, inviting, consistent mailers mesh with
PLAY VIDEO
print and online outreach, boosting residual benefits of brand marketing’s
diverse communication tools.

Smith|Schnider, Dimensional Campaign for Developers
Retreat at Dripping Springs

Arlington, VA
Austin, TX

By: Smith|Schnider
By: Brookfield Residential
Ad Agency: NDG Communications
Marketing Director: Caryn Pollock

Ad Agency: Hanley Wood
The Pacific

San Francisco, CA
The Inlets Land & See Realtor Invitation
By: Trumark Urban
Bradenton, FL

Marketing Director: Mark Higgins and Tabatha Petersen By: Medallion Signature Home & Neal Signature Homes

Ad Agency: Allis Branding
Ad Agency: Spiro & Associates

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