The River Club

Develop and implement an awareness and image-enhancing campaign

Project

Rountree Group’s creative design and implementation of a plan ensured to bring visibility for and enhance the image of The River Club

Objective

Located in a county just north of Atlanta and adjacent to the Chattahoochee River on more than 700 acres, The River Club is the client’s second luxury community built around a championship golf course in metro Atlanta. The objective was to create awareness of the client’s expertise and success in developing luxury country club communities. This included positioning the client as an environmentally responsible developer, establishing the existence of The River Club and generate interest and queries for it.

 

Research

Rountree Group’s research effort was aimed at identifying and reaching the primary target audiences:

  • Potential River Club property/homeowners
  • Homeowners of the client’s related property
  • Referral sources
  • Community/business VIPs
  • Local/national golf enthusiasts
  • Potential golf club members
  • Media that reaches these groups
  • Real estate agents

We also helped determine the client’s points of differentiation and then developed ways to showcase them to the various parties of interest. Analysis of the client’s related community, as well as a look at area demographics, led us to key message development, as well as effective and efficient means to reach relevant groups and individuals.

Implementation

Rountree Group reached the objectives by completing a series of tactics that included: 

  • Publicized Crescent Resources’ purchase of the more than 750 acres for the community, as well as the sale of acreage to The Trust for Public Land to preserve the land along the Chattahoochee River
  • Created a website for the community and promoted it via existing Crescent communities and homeowners to establish a prospect list
  • Promoted the new community at real estate events at the client’s related community
  • Used photography of the community’s distinctive natural environment to differentiate it from other luxury communities and encourage media coverage
  • Invited prospects to a fall event at the property to describe the vision for the community, providing entertainment and food for the whole family
  • Drafted and sent monthly prospect emails featuring the latest community progress and photos
  • Promoted community milestones such as VIP lot reservation day, lot draw to builders, construction updates, and more, to the media
  • Targeted key daily, weekly and monthly newspapers and magazines, as well as top trade publications on a monthly basis with new photography and community updates
  • Provided property tours to key media contacts
  • Sent direct mail pieces to prospects with teasers
  • Planned a lender lunch at the community’s future Sales and Administration Center

Results

Upon completion of Rountree Group’s work for this client, Rountree Group had accomplished the following:

  • Generated nearly 30 media placements, with media impressions totaling more than 2 million
  • Coverage often included The River Club’s parent company, Crescent Resources
  • Positioned Crescent as an environmentally responsible developer through several articles, including one in a key Atlanta relocation magazine, and a feature story on the community’s efforts to preserve the native trees and plants on Georgia Public Television
  • Prospect emails sent on the client’s behalf increased website traffic and interest in the community
  • The prospect list more than doubled in one year
  • Within 30 days of The River Club’s opening, 18 families reserved a lot there
  • Held a successful lot draw to builders with 52 lots sold
  • Sold 72 of 105 Phase One lots in a three-month period
  • Three homeowners from the client’s related community purchased lots in The River Club
  • Media coverage appeared in Atlanta’s only daily newspaper, Atlanta’s premier business publication and other local publications, including Communities, Know Atlanta Magazine, New Homes Data Book, Georgia Fairways Magazine, in local county publications, on GPTV and others
  • Real estate agents commented that media coverage generated interest in The River Club

 

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