How do you grab the attention of your target audience and ensure that your message resonates with them under a tight deadline? A well-rounded marketing strategy makes all the difference.
A Massachusetts-based development company spent the last forty years building neighborhoods throughout New England. With over 3,500 homes under their belt, the company receives national and regional recognition for its incredible work. To benefit its local community, a small town in Massachusetts, the company proposed a donation of land and construction of a recreational facility to strengthen the senior community with expanded services, a new senior center, and expanded housing choices by way of 102 senior condominiums. To start building this enriching community, the company needed a “yes” from local residents.
The development company called on LONDONmiddlebury to develop a marketing strategy to spread the word about the project and encourage the audience to vote on Special Town Meeting Day. With just a few weeks to design and execute the strategy, we got to work developing an approach that integrated our whole suite of services.
Considering the political nature of the campaign, we thoughtfully implemented informative and respectful marketing tactics to encourage residents to vote. We began by developing a brand kit, including a logo, color palette, taglines, and font to establish brand cohesion and provide direction for strategy in its entirety.
The branding for this project served a specific purpose; the colors and design had to be visually appealing to the specific audience with a short tagline that got the point across efficiently. Print materials were a significant part of the marketing initiative, so we needed to create a compelling design for both the physical and digital realms. The colors we chose were bold and eye-catching— in quick passing and from afar— while instilling confidence and generating enthusiasm for the vote.
With our branding and marketing strategy in place, we got to work creating content across channels. It started with an informative landing page that answered anticipated questions residents might have about the project. The landing page provided a homebase to send viewers of engaging social posts, targeted Meta ads, and marketing emails. These digital marketing tactics, mixed with print materials like yard signs, rack cards, and flyers, came together for a well-rounded marketing strategy that informed viewers, generated support, and persuaded them to vote “yes” on the ballot.
Going into Special Town Meeting Day, the development company’s team had a strong marketing foundation to support their initiative for residents. The landing page had thousands of views, with an average of four minutes spent on each page— a great indicator that the information being shared was exactly what the audience was looking for. The audience at the Special Town Meeting was engaged and informed, interested in learning more about supporting local seniors. Town residents voted “yes” on the project, allowing the development company to begin building the new community for seniors.