“Revive Excitement” Campaign

The Opportunity: The strategic plan to stir up excitement

The Paxton, a historic building restored to custom-designed, luxury condominiums and penthouses, wanted to revive the excitement for the building in order to sell its remaining units. Near the end of 2007, The Paxton approached Envoy to accomplish this goal. Envoy suggested taking a step back to review, in depth, the current marketing approach in order to develop an effective plan for 2008. The Paxton asked Envoy to complete a Marketing Assessment Profile (MAP) to evaluate the brand, identify marketing opportunities and develop a strategic plan to prompt sales of their 14 remaining units. During the initial months of the project, Envoy conducted a comprehensive study of The Paxton’s current marketing strategy, brand image and competitive landscape. As part of the preparation for the MAP, Envoy interviewed present tenants and interested parties who toured The Paxton but did not buy. Envoy also conducted a secret shopper tour to evaluate the existing sales process. In addition, Envoy reviewed marketing materials and spoke with key personnel from The Paxton. Finally, Envoy toured three key competitors in the downtown market. Upon completion of the MAP, The Paxton was provided an in-depth look at their product from an outside point of view. This information was crucial in guiding The Paxton forward with a relevant and effective plan for their target audience.

The Operation: Creative execution yields sales success

After completing the research phase, Envoy presented its findings to The Paxton. Because one of the property’s unique selling points is luxury downtown living, Envoy made several recommendations, including taking prospects on the elevator during showings, to highlight the luxury message throughout the sales process. Envoy also recommended taking new photos that would help infuse the feeling of gracious downtown living into all marketing materials. Armed with new images and messaging that better reflected The Paxton’s brand, Envoy recreated the existing website, redesigned their brochure and developed new teaser leave-behinds. The teasers were then placed in prominent downtown locations where they’d be likely to attract The Paxton’s audience.

Show-Stopping Results

• Before hiring Envoy, The Paxton had only sold seven units in 12 months
• Within the first four months of implementing Envoy’s plan, eight units were sold
• Excitement and interest continues to grow with highly attended events and showings
• Building on the success of initial efforts, a more targeted campaign is now underway to sell The Paxton’s luxury penthouses