Case Studies

Rockport Square—Marketing Campaign and Interactive Media

Rockport Square, a new residential and commercial development in Lakewood, OH was looking to refresh their image and with strategic marketing efforts and boost sales of existing builds as well as market townhomes and the ground break of a 51-unit loft building. After partnering with TRIAD in 2006, production soon began on a new marketing campaign and website.

With a diverse target market, the strategy behind the new marketing program was to focus on the urban lifestyle afforded by Rockport Square as well as the Lakewood community. With numerous opportunities for entertainment, dining, employment, shopping and other recreation, all within walking distance of the Rockport Square lofts and townhomes, the slogan ‘Live. Work. Play.’ encompassed all the positive aspects of this centrally located community as one single idea.

This dynamic community is one of the greatest amenities we offer here at Rockport Square,” said Cathy Deininger, sales manager. “By emphasizing the incredible location, unlimited entertainment possibilities and affordable, quality built homes, we present buyers with a total package that’s hard to resist.

The ad campaign included both traditional and electronic format ads that were placed in several local publications and on various media websites.

During the development process, TRIAD encountered a significant challenge—the loft homes had not yet broken ground. Although the first phase of the townhome construction was well underway the first phase of the lofts was still in planning. In order to generate interest in a non-existent product, TRIAD incorporated several creative and state-of-the-art features into the website design such as interactive floor plans and story-level views of the city. These features and more including flash animation, video testimonials, a video tour of Lakewood and an interactive map of the city provide potential buyers with a unique glimpse of these homes and the surrounding community as well.

Drawing over 600 unique visitors a week and generating several leads a month, the website and advertising campaign in total have achieved great success in marketing Rockport Square to the community.

With so much residential construction happening in downtown Cleveland and surrounding areas, it was important to differentiate Rockport Square from their competitors,” said Todd Bertsch, interactive media director at TRIAD. “We’ve seen great success with the ‘Live. Work. Play.’ campaign focusing not only on the beautiful and spacious homes but the dynamic community of Lakewood as well. We’ve created interest and demand in our product, raised awareness of the city’s entertainment possibilities and received a lot of positive feedback from the community.

Along with the marketing campaign and website, TRIAD also developed additional material including rack cards, brochures, lot signage and interactive CDs affixed to a hanging brochure. This hanging CD brochure can be used in a number of ways and is currently part of a restaurant/valet program developed by TRIAD specifically for Rockport Square.

The website has not only attracted new homeowners, but the eye of the web professional community who awarded the Rockport site with an Outstanding Achievement Interactive Media Award in the Real Estate category.