Renaissance Neighborhood Development Corporation (RNDC), a subsidiary of Volunteers of America, has been hard at work restoring rental housing opportunities in post-Katrina New Orleans. We were contacted by RNDC in early 2010 to assist them with branding and marketing of one of their new mixed income projects: a 150 unit rehab development in the Gentilly neighborhood of New Orleans.
Because this was not new construction and included extensive rehab of an existing apartment property, it was extremely important that we combat any market perception that this was a simple repair, repaint, and release project.
Our goals for the campaign included:
- Developing a name and fresh brand that would support communicating the extensive nature of the property’s renovations
- Achieving significant pre-leases at the start of the late summer campaign since fall and winter are historically low periods for leasing activity
- Attracting a diverse array of both market rate and affordable housing prospects
Branding
name conceptualization, logo design, tagline, and visual brand platform
Marketing
strategy development, marketing plan implementation, analytics
Social Media Marketing
Facebook Custom Page, Page Communication Management
Advertising
Search Engine Marketing, Facebook Pay-Per-Click Advertising, Television, Billboard, Print, Bus Advertising
Environmental
Fence Screen, Marketing signage, Permanent Signage Concepts, Leasing Center Graphics and Displays
Interactive
elysiancourtyards.com
Broadcast
Television Commercial
Print
Brochure, Stationery
We succeeded in promoting Elysian Courtyards of Gentilly as a fresh, renewed apartment destination in New Orleans.
- Pre-leasing efforts which started in August of 2010 were tremendous and resulted in pre-leasing of the community before construction was completed in December of 2010
- We continue to serve as the marketing and advertising partner for RNDC and are currently working on their newest mixed-income community in Covington, La
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