Page 49 - The Nationals - 2017 Gold WInners

BUILDING INDUSTRY COMMUNITY SPIRIT AWARD

Ivey Homes’ major marketing objectives for The House That Facebook Built

was to engage with our target market via social media, especially Facebook,

to promote Ivey Homes and promote awareness for the charity partners that

benefited from the proceeds of the home once it sold. With this campaign we
also spotlighted our generous Trade Partners who donated materials and labor

towards the project. Our Trade Partners collectively donated materials and labor

totaling over $40,000.

The community of Crawford Creek, where The House That Facebook Built was

constructed, attracts homebuyers looking to purchase a single-family home

located in growing Evans, GA. The target homebuyer is looking for a true

community offering amenities focused around nature and family fun.

Ivey Homes allowed colors and finishes for The House That Facebook Built to

The House That Facebook Built-Charity House
be selected by our Facebook followers in the form of weekly voting on Ivey’s
Facebook page. To keep the flow of the homes’ colors and finishes, Ivey’s Design
Evans, GA
By: Ivey Residential, LLC Consultant created different design vignettes for followers to vote on depending

Marketing Director: Caroline Ashe on the outcome of the previous weeks’ vote. The voting proved to be the biggest

Ad Agency: Group Two Advertising
unusual constraint for the campaign. Ivey Homes is a process-based home

builder and keeping the voting in line with production was our largest obstacle.
We overcame this obstacle by filming/photographing the design vignettes and

mapping out the entire schedule of marketing and production a month before

construction began. This allowed us to stay on track flawlessly.

In the spirit of philanthropy and community, Ivey Homes’ The House That

Facebook Built campaign offered a way for the entire Augusta River Region to

get involved with the building process, and its afforded Ivey Homes the desired
opportunity to give back to a community that has given the organization so much

since our first home was built in 2004.

The marketing objectives were met not only with social media (over 7,700
video views and a Facebook reach of over 83,000), but also through email

marketing, newspaper and magazine ads and a TV commercial which helped

build awareness for the campaign, Ivey Homes, the charity partners and Trade

Partners. Local and some national media outlets picked up the story and followed
our efforts throughout The House That Facebook Built construction. In the end,

Ivey Homes presented The American Red Cross, Augusta Warrior Project and

Children’s Hospital of Georgia EACH with a check for $22,000 to better their

efforts in the community, with smaller amounts given to other charities.

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