Grand Haven – Palm Coast, FL
Project: Grand Haven – Palm Coast, FL
- Gated master planned community featuring a Jack Nicklaus Signature golf course.
- Situated on 1,400 acres of land, with over two miles of Intracoastal Waterway(ICW) frontage and 1,300 homes.
Development Company: Lowe Enterprises – Los Angeles, CA
Services: Envisioning, brand development, marketing & advertising services, budget development & management, market research, website development, public relations, and customer journey experience.
Brand Story: Along the scenic Intracoastal Waterway between St. Augustine and Daytona Beach, an incomparable lifestyle awaits at Grand Haven, a master-planned community of over 1,000 acres of pristine land for homes and amenities, surrounded by 4,000 acres of nature preserve. Residents will enjoy a Jack Nicklaus Signature course with three challenging holes along the water, beautiful homesites with incredible views, distinctive homes – all only three miles from the cinnamon beaches and sparkling blue water of the Atlantic Ocean.
Marketing Challenge: The community was not hitting its sales goals, despite an aggressive marketing campaign throughout Florida and the Northeast. After reviewing the marketing and advertising plan, conducting market research and customer focus groups, it was determined that the community’s proximity to the ocean was a “surprise” to the target audience. The imagery used in the marketing campaign was typical “Florida golf retirement community” and didn’t tell the story of the community’s unique coastal location.
The community was re-branded through the development of a series of ads and marketing events that focused on the community’s proximity to the ocean. The ads featured aerial photographs showcasing the splendor of boating and golfing along the waterway, with the pristine beaches and stunning blue Atlantic Ocean on the horizon. The marketing campaign put the community on the must-visit list of retirees from the Northeast and Midwest, and increased sales 300% in 2000.