Forty more days of TV, Radio, Newspaper, B2B Print, and TA/QA Direct Mail embed the brand deep in the brains of all current and future prospects.

Thereafter we concentrate on Local Resident Active Shoppers in NP, Real Estate print, DM and radio.

Sell 75% of units in 120 to 150 days.

Sell the remainder at our leisure in another five to twelve months.  Or hold a few units out for the high rollers.

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The MCPS Media Plan (also available on disk) details the way response drives monthly budgets from Intro to Sell-Out. 

From Day Two the creative message is simple, elegant, and self-assured.

People are already buying... 

Who?

The campaign begins with one "northern light" from say, Chicago, who plans to move here and open a business that will bring upscale suburbanites downtown...

Then the word gets out.

 

Newspaper & RE Magazine ads are profiles of our northern lights.   

 What's their dream?

What will they do here?  What businesses will they open?  Why are they attracted to our fair City?  How they will decorate or use their apartments?  What details do they most appreciate?

TV creates the impression of a modest feeding frenzy among buyers who have yet to decide whether to move in or wait and sell.

Radio can be created or (later on) edited verbatim interviews with people who have actually bought units.

How impatient are all these folks to move in?

"Buy one.  They'll build mine faster."  

Direct Mail - image brochures, post cards, or something more unusual - goes to local owners of homes valued at $350K+, buyers of luxury automobiles (Polk lists), etc.

Awareness => Talk => Traffic...

The objective of the advertising is to build broad awareness and positive brand image (without which nothing happens) and to drive prospects to the on-site Sales Trailer.

"Honey, want to go see this condo downtown?"
"Are we moving downtown?"
"Everybody else is."
"Where?"
"Northern Lights."
"Oh, I heard of that.  Sure, let's go look."

What happens when they arrive?

next

FSP-Intro   Competition   Planning   Seven Strategies   The Correct Position
Start Up   Start Up II   Start Up III   Month One   Day One   The Name    Brand Intro
MCPS Media Plan   Collateral   Floorplans?   Trim Options   Wrap