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Connerton

Land O’Lakes, FL

When Connerton was developed just north of Tampa, Florida, it was one of the first master-planned communities in the area and new home sales were strong. Within several years however, sales began to decline. Zelen Communications was tapped to refresh the community’s brand, evolve the messaging, and overhaul all marketing efforts in order to drive traffic and sales.

COMMUNITY SPECS

  • 8,000-acre master-planned community
  • 3,000 acres of parks and preserve
  • 39-acre Florida Hospital campus
  • 10 miles of trails
  • 5 home builders
  • 6,500 homes upon completion

Starting with focus group research to understand the motivations of Connerton’s buyers, Zelen was able to better communicate the key selling points of the community through both traditional and digital marketing strategies designed to build brand awareness and drive qualified traffic. Implementation of a realtor incentive program also resulted in record homes sales during a typically slow time of year. The result? In the first year alone, Zelen’s efforts doubled sales from the prior year and continued to increase year over year for the next six years.

SERVICES

  • Focus group research
  • Evolved brand positioning
  • Tagline development
  • Media & communications planning/buying
  • Website design & programming
  • Print & digital advertising strategy & creative
  • Digital marketing
  • Social media
  • On-site signage
  • Photography, video & drone
  • Realtor incentive programs
  • On-site event concepts & implementation

web

outdoor

collateral

print ads