Custom Branding Campaign for Real Estate Developer
Below is a modified rendering of the review: private info excluded, innate facts kept.
Introductory information
A few words almost your organisation and individualal responsibilities
Cronin Development is a jutting residential and commercial real lands developer in Boston. As the Head of Marketing, I superintend all of the marketing, advertising, media, events and open relations for the organisation with a centre on The St. Regis Residences, Boston.
Desired goal
What issue was the provider supposed to deal with?
KHJ Brand Activation?The branding for The St. Regis Residences, Boston. KHJ formd our brand campaign including branding film, sales kits and packaging, marketing indirect, website design and ad templates.
What were your objectives for this project?
To return the level of condition and sophistication the St. Regis brand is known for. To form a buzz targeted to high net worth individuals and to plainly adjoin that this is a residence-only tower with no hotel ingredient.
Provided solution
What were the reasons for choosing KHJ Brand Activation?
As a Marriott licensee we needed an agency that apprehend this wonderfully competitive market and could help us to form a brand that gives us a true point of separation. KHJ assisted in convincing Marriott that we needed a manner brand campaign as their Live Exquiwebsite campaign for residences was too correspondent to other campaigns for competing projects and a bit too presuming and over the top for the Boston market.
Describe the project and the labors they granted in detail.
KHJ developed a manner brand campaign named Live as you wish. The campaign has a lively sophistication almost it that allows consumers to see that The St. Regis Residences, Boston delivers such bespoke living experience with individualalized labor at see level, proprietor can really live they way that suits their lifestyle. KHJ formd and presented the campaign to Marriott for approval. They designed a splash page and full website, brochure, sales kit and packaging, marketing indirect, a brand film, billboard, maps and advertising templates. All has to be vetted and approved through Marriott and St. Regis brand team.
Were there any dedicated managers or teams that you worked with?
Mike Panagako was the lead strategist and handled introductions to Marriott. He was assisted by Sheree Dunwell. Rachael Bellwood was our account likeness and my day to day touch. Rachael is in see perception of the word ",a rockstar",. Attentive, clear commmunicator and wonderfully occupied in see step. As the project matured, Mike was able to take a step back from the day to day treatment and left us in capable hands with Rachael and Sheree.
Results achieved
Can you share any information that demonstrates the contact that this project has had on your business?
We have been able to create a expressive buzz in the market. The condition of our website, introduction materials is a powerful returnion of The St. Regis brand and have been well accepted by prospective buyers. Interest in the project and pre-sales are going well and the project is quiet two years from completion.
How was project treatment arranged and how powerful was it?
The three individual account team at KHJ was very powerful as it compensated for any holiday or journey time for team members to keep us on track. In the soon stages of developing this campaign there were many moving parts and components to coordinate including securing soon feedback and approvals from Marriott.
What precisely do you attend to be the key specialty of KHJ Brand Activation?
As the leading residence-only St. Regis, we were creating templates and marketing materials that were new to the Marriott brand team and method. KHJ was extremely pliant in vetting and managing the many comments and edits that came through from different stakeholders at Marriott. At times, KHJ helped us to persuade Marriott to let us design things that worked for the brand which at times stretched over the close St. Regis guidelines. As a result, we were asked to form a full case study for Marriott to use when marketing their branded residences to other developers. They are able to show a complete campaign and with the help of KHJ, we formd templates that will last to be used corporately.
What should be done better, if there are any desired improvements?
In hind seeing, I wish that we were able to more plainly unite the aim of work for all of the marketing components. In the soon stages, we could not unite all of the marketing goods we would need and ideas came up as we began the sales cycle which at times were more valuable to execute than if they had been negotiated in the initial aim. For this project, there were layers of approval that required numerous picturesque edits which cost money and time on both sides. KHJ worked with me on costs whenever they could. With such mannerized copy, I would have included copywriting and proofreading as part of each component. We were all moving so fast and had so many marketing pieces being formd at once, it would have been helpful to have had a second set of eyes that was not so ingrained in the process.
