Restoring confidence in one of America’s premier club communities
Our challenge, after The Cliffs emerged from bankruptcy, having lost all marketing assets, was to restore confidence in the brand and developer. To regain support of 2,500 owners. To create a vibrant new face for a membership that had 'aged in place'. And most importantly, to generate thousands of leads and tours. Noteworthy is that, The Cliffs unlike all of the competitive set, had no hotel or public golf course - a considerable disadvantage. The results: nothing but impressive, as you will see below.
The value of a unique selling proposition.
When you live at one Cliffs community you are welcomed as a member at all seven. Play a different course every day. Water ski in the morning and dine on a mountaintop at sunset. SEVEN became the singular focus of our brand promise, for no collection of private clubs in America could make this statement. We supported this with the tagline: There’s life and then there’s living.
Seven Times ...
Creatively, the brand was anchored by the AMEX Thriving Index:
Success in personal life | Optimism in personal future | Thriving socially | Financially fulfilled.
This year, the campaign enters its sixth year, and again, sales will again exceed $100 million in property and resale residences.
There's Life & Then There's Living
On every front, cuisine, wellness, adventure, exploration, our goal is to bring The Cliffs to life. To intrigue, entice and surprise…
Infuse the brand with life, vitality, and personality
Bring fun and connectedness forward
Leverage our Norman Rockwell surroundings
Add depth and meaning via community – different than a resort, more than a country club
24 Month —
More than 15 million impressions
100,000 site visits
4,500+ lead conversions in 24 months
88% are new users
Channels micromanaged daily to optimize linked,
Facebook, Google, Youtube and display on a local, regional and national basis
YouTube full length engagement averaging 2 minutes
First-year Sales & Marketing Leads +171%
Two-year Lead Generation growth from 2,500 to more than 9,000
Cost per lead decline of 38%
First-year Sales Results 20% increase over 2014 sales, second year + 16%
NEW PROPERTY RELEASES
Geo-Targeted Direct Mail supporting key city road shows
Custom Landing Page Experience
At a Glance
Real Estate Prospect Acquisition
Geographic, seasonal, income and interest-qualified versions
600,000+ pieces with email integration
#1 source of qualified leads and conversion to tour