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Case Study

Background

Anthem Colorado at Broomfield, a Pulte Homes project, is a master-planned community with two unique neighborhoods—Anthem Ranch by Del Webb, an age restricted community with residents 55 and older, and Anthem Highlands, a non-age restricted community tailored to the active family. Our mission was to attract potential buyers to the area and create overall awareness for the community.

Implementation

Our strategic plan involved creating a strategic event and consistent brand message that appealed to different target audiences and excited them about the event, thereby increasing turnout. We developed a logo and branding identity that were utilized in ads, event signage, t-shirts, and more. We also strategized the theme, “More Fun, More Adventure, More than You Can Imagine,” to enhance the design and match the interests of prospective event attendees and home buyers. Activities such as hot air balloon rides were incorporated into the event to appeal to target audiences.

Results/Evaluation

•    During the eight weeks of event advertising, traffic visiting the neighborhood increased from an average weekly count of 181 people to average weekly traffic of 298 people, a 65% increase.  
•    2,225 people attended the event, even though it was a rainy day, resulting in an % increase over the goal and 123% increase over the previous year’s record event numbers.
•    At least a dozen leads of well-qualified applicants/potential buyers were collected for both the Ranch and Highlands neighborhoods.
•    Following the event, traffic to the Web site increased and foot traffic in the sales office increased.

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