SPRING TOUR OF HOMES
Spring Tour of Homes takes place in early April and is a promotional event dedicated to the sale of new construction homes. The event is highly promoted through print media, digital media, and new to 2019 efforts, outdoor ad space and email marketing. The combined marketing efforts resulted in a 12% increase in sales from the previous year.
Sales Event || Event Planner + Creative Director: Jill Buckendahl || Designer: Stephanie Mathis
EVENT RESPONSIBILITIES
Concept & Theme Design
Media Management
Event Marketing
Marketing Communication Management
Registration
Logistics
Event Rebrand || Past event design has been focused around the idea of Spring and the vibrant colors that accompany its arrival. In 2019, however, we took a new design direction that placed focus on the look and textures found in new construction homes as a nod to the features a consumer in this market would be seeking.
Outdoor Advertising || A new tactic utilized for the 2019 Spring Tour of Homes. The ad campaign boasted over 25 static and digital billboards in and around the Des Moines Metro Area. Survey’s revealed this marketing communication method ranked second in visibility throughout the span of the event.
Email Marketing + Social Ad || Digital advertising drove the marketing efforts as consumers were able to opt in to an email marketing campaign designed to give a sneak peak at participating homes, disrupt myths about new construction home pricing, and provide resources to plan a home tour route of their own. Social ads were also utilized on Facebook and Instagram. Video Production: Silverwings Productions, Inc.
Newspaper + Booklets || Two forms of print media used to market the sales event, which proved most effective with the 45+ age demographic.
