Category:
Best brochure for a community priced from $250,000 to $500,000;
Project: Moda Lofts, Denver;
Builder: Infinity Home Collection, Greenwood Village, Colo.;
Ad agency: Milesbrand, Denver
BOTTOM LINENumber of units: 64
Price range: $200,000s to high $300,000s
Date opened for sale: September 2005
Sales volume: First release of 6 units sold out; remainder being held until construction is completed
Cost per piece: $3
TURN IT UP: The jazz-inspired brochure for Moda Lofts not only became a conversation piece that people wanted to hang on to, it also served as a starting point for a highly interactive Web site and many of the project's thematic elements.
Qualified traffic generated: 500-plus names on interest list
Category:
Best brochure for a master planned community;
Project: The Palisades, Charlotte, N.C.;
Developer: Rhein Interests of Charlotte, Char-lotte;
Ad agency: Eye Design Studio, Charlotte
BOTTOM LINENumber of units: 2,000
Price range: $300,000 to $2 million
Date opened for sale: June 2005 Sales volume: 15 per month
SELECT FEW: Only prospective buyers of high-end custom homes at The Palisades received this brochure. A limited printing on premium paper enhanced the idea that it was an exclusive offering. An elegant replica was given to buyers of production homes in the community.
Total traffic: Average of 60 people per week to the information center
Cost per piece: $12
Qualified traffic generated: Brochure sent to qualified prospects in advance of a preview event; attendance surpassed expectations; phase one sold out before phase two offerings were available
Category:
Best marketing for a green-built project;
Project: The Bonita Bay Group, Bonita Springs, Fla.;
Ad agency: The Motta Co., Los Angeles
BOTTOM LINENumber of units: 12,198 (entire company)
Price range: $200,000 to more than $3 million
Date opened for sale: First community opened in 1985
I.D.TAG: The Bonita Bay Group's corporate brochure—given to sales center visitors, landowners, builders, and bankers—establishes its identity as a green builder.
Total traffic: 129 weekly
Advertising budget: $28,500 (for brochure)