Branding and Advertising | Southpoint Cove
Situation In early 2015, Morgan Management enlisted the help of K2 Communications to brand and market their newest apartment and condominium community. Located on Irondequoit Bay in Penfield, just steps from Southpoint Marina and Pool Club, Southpoint Cove needed an exciting and impactful strategy to market its exclusive setting and lifestyle.
Challenge The community needed everything, including naming, messaging, graphic identity, collateral, and an online presence. But most of all, it needed a strategy for distancing itself from competitors and engaging a highly sought-after target market—professional singles and double-income households with an income of more than $100,000 a year, and interest in luxury and an active lifestyle.
Solution By using their proprietary branding process, K2 developed a brand that reflects Southpoint Cove’s unique position in the marketplace. The creative strategy behind Hidden Harbour Condominiums and Waters Edge Apartments utilizes energized nautical colors and a bold graphic style to widen the distance between the community and its competitors. The tagline “Home is where the bay is” leaves no doubt about where a potential renter or homeowner should be.
K2 then developed various marketing materials to aid in the sale of 315 apartments and 24 condominiums. A new website gives the community a platform to showcase amenities, floor plans , and availability information. A blog serves to share photos and building updates. Analytics incorporated into the site track user behavior and allow for testing and refinement.
Online marketing included the creation and management of Facebook, Twitter, YouTube, and LinkedIn profiles. Onsite SEO placed Southpoint Cove on the first page of Google for its most profitable keywords. An email campaign provided prospective residents with community updates and special offers. A digital advertising campaign utilized search, video, remarketing, and display ads to drive traffic to offer-specific landing pages to collect leads.
Targeted traditional advertising served to increase brand awareness and drive web traffic. This included billboards located in high-traffic areas, radio spots during morning and evening commutes, and display ads on popular media outlets. In addition, public relations services engaged the local media.
Results Initial response was overwhelming. The website experienced significant success, tracking more than 21,000 visits and 300 leads in just six months—with 42% of web traffic acquired via organic search. The Facebook page received more than 700 likes, email open rates were consistently above the industry average, and Southpoint Cove received considerable local media coverage.