Best Special Event/PromotionMARKETING
Developer/Community
Target Audience
Families aged 30-44 and active adults aged 45-65, located in Southwest Florida as well as Southeast Florida.
Marketing Challenge
This community was established in 2007 as a joint partnership. Its founding principles were community, family and education and that remains true today. The challenge is educating people on its location and businesses in town. It is located in a rural part of Southwest Florida, which makes it a challenge for people to want to visit, and ultimately buy a home, and understand the daily conveniences located there.
Features of the community
It is a very walkable and bikeable community and also golf cart friendly. Many events throughout the year bring people together for a fun time. There are many opportunities to enjoy the outdoors with your family. Two large recreational parks, a dog park, water park, walking paths, and a town center are a fun place to enjoy and engage with others. Top-rated schools are located inside the community, from preschool to higher education.
Strategy
Create an event that is specific to the community, showcasing all that the community has to offer. Invite in-town businesses to be a part of the event. This includes live music bands, vendors, family-friendly activities, free raffles from local businesses, and more. Target the east and west coast of Florida, so it is feasible to drive over for the day event.
Results
Over 3,000 people attended. By holding a raffle, we captured data on guests and over half were visitors, the rest were residents. Our Welcome Center received 50% more foot traffic on the event day. Home sales have increased 11% year-over-year and the community has been named the #16 fastest-selling communities in the United States.
