There is a very special neighborhood in Nashville, TN that is an established “artsy” part of town, offering a unique mashup of creative people and independent businesses. From craft beer to art galleries and scratch bakeries to men’s fashion, the Wedgewood-Houston neighborhood has it all. Our client purchased property, an old industrial building and land, that was set in a perfect location to build 28 new customizable townhomes homes starting in the high 600s and 9 Workforce Condos starting in the upper 300s. Without disrupting the neighborhood vibe with the inconvenience of new construction fences, dirt, trucks and workers that will be on site for the next 15 plus months, how could we fit in as part of it all and offer value to the future of this really cool part of town? How will we position ourselves as a new part of this eclectic community and attract qualified buyers willing to wait more than a year to move in?
Our campaign “Be part of…” was community-based and designed to support our new neighbor’s local businesses located in the Wedgewood-Houston neighborhood. Our communication strategy included headlines such as “Be part of… the art,” “Be part of… the style” and Be part of…the taste.” We interviewed, photographed and videotaped many of these artisan style businesses and they became part of the ad campaign. For the new buyer, they were not only made aware of these new customizable townhomes coming to Wedgewood-Houston, but also got a taste of the lifestyle that was awaiting them. This was a win-win-win for our client, the new home buyers and the existing artistic businesses located in the neighborhood. The community vibe was alive and we integrated that energy and style into our ad campaign.
The campaign launched with excitement and was very well received by the community as a whole. But, in early 2020 we were all faced with a global pandemic. Many of Nashville’s non-essential businesses closed temporarily due to the COVID-19 Pandemic, we recommended a plan for the re-opening, or “Be part of… the restart.” Red Seal Homes is an essential business and is committed to supporting our Nashville community in many ways. The big problem is that we don’t know when these businesses will re-open. So, we recommended we plan for it and be ready.
Our campaign ran from February 2020 thru April 2021 netting more than 25,000 site visitors, 131,627 page views and 6,436 visits to our contact page. Our campaign was a huge success, even through a pandemic, and our client sold the majority of their available properties within the campaign cycle. Everybody won.
Agency: Street Dog