Rivers Run

Situation
A consortium of private investors and the Rochester Institute of Technology sought to create a new type of active adult housing community. Modeled after similar projects in other cities, the Rivers Run development would combine apartments and cottage homes with access to the resources and facilities of the university.

Challenge
The Rivers Run concept was entirely new to the local market. In addition, groundbreaking was not slated to begin until the following year. Nonetheless, K2 was challenged with developing broad awareness of Rivers Run among active, college-educated adults over 55, and generating enough sales leads to pre-lease a significant percentage of the 152-unit complex.

Solution
K2 developed a complete marketing communications campaign including print and broadcast advertising, direct marketing, public relations, events, sales materials, video, Powerpoint presentation, and web site.

Results
Within 90 days, the Rivers Run sales team had made contact with and distributed information to more than 500 qualified leads.