K. Hovnanian Homes Ad Campaign
description
Transcript of K. Hovnanian Homes Ad Campaign
Overall Marketing
New Home 101 Ad Campaign
New Home 101 Cont...
NewHome101.com
Ad Campaign
Ad Campaign
Ad Campaign
Ad Campaign
Ad Campaign
Ad Campaign
Ad Campaign
Ad Campaign
Special Promotions
Comm. Spec. Direct Mails
Objective:To create awareness of this community and drive qualified traffic to the onsite sales consultant and NewHome101.com. Homebuyer incentive was included on the last two pieces that dropped.
Drops: 4/5, 5/11, 5/25
Target Market:• Income level of $100K+• Length of residence 5+ years• Age range of 25 - 54
Carrington Estates
Objective:To create a direct mail series generating traffic to the onsite agent through promotion of time sensitive landscape incentive ultimately creating urgency for the buyer to purchase.
Drops: 3/17, 3/24, 4/26
Target Market:• Married w/out children• Age ranges of 25-44• HHI of $65K-$100K• Length of residence 3+ years
Stoneybrook
Objective:To create awareness of this community and ultimately generate qualified traffic
Drops: 4/5, 4/16, 4/26
Target Market:• Families - First and second move-up buyers• Relocation• Empty nester (early boomer)• Age range of 30 - 54• Income level of $100K-$250K
Kensington Manor
Objective:To build awareness about this community’s great location and value and drive traffic to the onsite sales consultant and NewHome101.com
Drops: 4/5, 4/19, 4/26
Target Market:• GenY and GenX (young professionals)• Income level $40-$75K• Age range of 25-44• First time homebuyers
Taylor Estates
Objective:To create awareness of this new community and drive traffic to the onsite sales consultant and
NewHome101.com
Drops: 4/7, 4/16, 4/26
Target Market:• HHI - $50-$100K
• Age range of 30-54• Length of residence 3+ years
• Special pull for Single w/ children
ANDERSON POINTE
Realtor Gas Card Promotion
Community Realtor Flyer
Realtor Community Eblasts
More Realtor E-blasts
Random KHOV Jobs
Random KHOV Jobs Cont...
Random KHOV Jobs Cont...
Banner Programs
EVENTS
New Home 101 Kick-Off
New Home 101 Kick-Off Cont.
New Home 101 Kick-Off Cont.
Oscars Event
OSCARS
Objective:To build awareness for Kensington Manor among area Realtors
Outcome: 125 RSVPs w/ 50 Realtors attending the event (ROI = $22,000 / 125 = $176 per lead)
What worked? What didn’t?
Kensington Manor Event
New Home Expo ‘05
New Home Expo ‘06
NH101-KHOV Temp.Transition Ads
NEW KHOV CAMPAIGN
NEW KHOV CAMP. CONT...
NEW KHOV CAMP. CONT...
NEW KHOV CAMP. CONT...
New KHOV Camp. Cont...
New KHOV Camp. Cont...
New KHOV Cont...