South Florida’s Atlantic Investments, a division of Florida Crystals, purchased an apartment complex in Jacksonville, Florida, that it wished to convert into high-end condominiums. Atlantic Investments needed to get the word out about its property to attract investors and owners to the complex, which would be called Avanti. After a competitive agency search, Atlantic Investments hired Axia Public Relations and charged Axia with the goal of generating buzz for Avanti.
Axia developed a marketing strategy that used a tropical theme as a key part of the message. With this theme, Axia began creating a high-impact marketing mix that would use all forms of media – print and digital – to distribute a message of a fun and relaxing place to live, targeting college students, their parents and young professionals. The program specifically focused on organizations and locations that wealthy young people would frequent – such as groups for young professionals and shopping centers that affluent youth purchase from – and people who would be in the market for a new place to live – such as new hires for businesses that had recently relocated to Jacksonville. The marketing mix also included guerilla advertising and direct-mailing to reach targeted audiences directly.
Axia developed a detailed schedule of events in order to draw interest and encourage people to buy condos in Avanti, developing a full week of on-location events – from a VIP event for priority buyers to the grand opening – in order to pique interest in visiting Avanti and, ultimately, in purchasing a condo there.
Axia went to work very quickly, leveraging its relationships with local Jacksonville news media to get Avanti’s message out to as many people as possible.
Axia’s network of relationships meant that Avanti’s message appeared in many media outlets, both paid and unpaid. The largest newspaper in Jacksonville reported on Avanti multiple times, serving to attract potential customers at the right time. Axia pitched stories and submitted articles to local real estate publications, websites and daily newspapers. Axia’s reach also included the local college newspapers, including Navigator and The Campus Voice.
Local realtors received targeted messages in media outlets like magazines geared toward realtors.
The local newspapers ran ads showcasing Avanti. Axia also ran advertisements in local college newspapers in order to bring local college students and their parents over to Avanti.
Good timing allowed Axia to reach students soon after a local college announced that new dormitories would not be available until a few years after Avanti opened, allowing Axia to increase the message’s effectiveness for college students who would now be seeking housing options.
Axia’s work paid off when it came time to officially open Avanti.
- Forty-five realtors attended the preview event.
- The VIP event on Oct. 11th attracted 144 VIPs, 52 of whom scheduled meetings with Lifestyle Realtors, the real estate sales agency of record for the property.
- Less than two days later, buyers signed 48 contracts worth a total of $6.8 million.
- By close of business on Oct. 16th, buyers had signed 102 contracts.
- By close of business on Oct. 18th, buyers had signed 120 contracts worth $17.1 million, meaning that more than 50 percent of the property was sold within a week.
Earned Media Coverage
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