FDG {CREATIVE}

Columbia Residential hired us in February of 2009 to brand and market their new $125 Million residential development in New Orleans comprised of 1/3 public housing, 1/3 affordable housing, and 1/3 market rate housing units on the former St. Bernard Public Housing Development site.

With no prior experience in New Orleans, our team started researching the market and competitive landscape to fuel our efforts. By June 2009, we unveiled the Columbia Parc brand, and by August the marketing campaign launched.

Our goals for the campaign included:

• Overcoming strong local market objections to the devastated, surrounding post-Katrina neighborhood, the former pubic housing site’s reputation as hotbed of violent crime and drug activity, and the mixed-income model that includes 1/3 public housing
• Communicating housing opportunities and resources to displaced former public housing residents
• Promoting the community to in-market and out-of-market prospects
• Attracting market-rate, affordable, and public housing residents
• Promoting the greater Bayou District’s vision for housing, education, and recreation

Branding
Name Conceptualization, Logo Design, Tagline, Brand Platform

Marketing
Market Research, Strategy Development, Marketing Plan Implementation, Analytics

Social Media Marketing
Facebook Custom Page, Page Communication Management

Advertising
Search Engine Marketing, Facebook Pay-Per-Click Advertising, Radio, Television, Billboards, Print, Web Banners

Environmental
Fence Screens, Leasing Center Graphics and Displays

Interactive
columbiaparc.com, stbernardnow.com, monthly eNewsletters, eBlasts

Broadcast
Radio Commercial, 2 Television Commercials

Print
Brochure, Stationery, Flyers, Direct Mail, Special Publication

W!LD CARD
Public Art Campaign promoted through grassroots efforts targeting the arts community culminating in final public online vote to determine the winner
Affinity Group Outreach Campaign that targeted teachers, police, firefighters, and dental school students

Our efforts have succeeded in positioning Columbia Parc as a role model locally and nationally as well superceding the developer’s objectives as evidenced by:

• All 466 units of CPBD were pre-leased/leased in less than half of the projected 24 months
• Strong pre-leasing results – 93% (434/466) units leased within two months of the property’s opening (76% occupied and 96% pre-leased)
• Market rents achieved in lease-up are substantially above proforma
• Project’s opening and success have attracted prestigious national attention and visits from President Barack Obama and the First Lady, Warren Buffett and his foundation – Purpose Built Communities, and HUD Secretary Donovan
• The success of Phase I has led to Columbia Residential expediting subsequent phases that will result in 217 additional units

The success of Columbia Parc has led to our work on five additional projects in New Orleans since mid-2010 including Elysian Courtyards of Gentilly, a development by Renaissance Neighborhood Development Corporation (a subsidiary of Volunteers of America). We continue to serve as Columbia Residential’s branding and marketing partner and are currently working on solutions for their company as well as their portfolio in Atlanta and Columbus, Georgia.