In 2007, our team began work on a brand for Banc of America Community Development Corporation’s 40+ acre mixed-use, urban infill redevelopment project in downtown Tampa. Through research and collaboration with the development team, an undeniable cultural and music history emerged that would go on to influence the soul of the name and brand of this ambitious community development project. Encore! Downtown’s Tempo District was created through the synchronization of the community’s rich history and musical legacy.
In 2009, our team started developing the communications platform that would fuel public and political awareness in the project which was targeting available federal funding for its “shovel ready” infrastructure construction.
Our goals for the this project include:
- Developing a name and brand platform to set the tone for this monumental urban development
- Creating an initial marketing campaign strategy for building public and political awareness of Encore! and the materials that would fuel buyer interest in Encore!
- Promoting two job fairs for the site development phase of construction
- Combatting a stagnant real estate market by showcasing an energized concept gaining momentum
Branding
Name Conceptualization, Logo, Tagline, Brand Platform
Marketing
Strategy Development, Marketing Plan Implementation, Analytics
Environmental
Marketing Signage, Fence Screens
Social Media Marketing
Facebook Communication Management
Advertising
Search Engine Marketing, Facebook Pay-Per-Click Advertising, Radio, Television, Billboards, Print, Web Banners
Print
Marketing Kit, Flyers, Brochures
Advertising
Search Engine Marketing, Print, Facebook Pay-Per-Click
Interactive
encoretampa.com
Despite challenging national real estate and economic conditions, Encore! has moved forward and is realizing success each day as new development milestones are achieved. To even have a project of this magnitude engaged in active construction in 2010 is a tremendous success. Success is also evidenced in other achievements:
- Encore! and the City of Tampa received $38 Million in federal funding – the catalyst for horizontal development
- Construction of The Ella – Encore!’s first apartment community – begins March 2011
- Major commercial real estate parcels are under contract with further details to be released soon
- The second multifamily community – Trio – is expected to move forward early 2011
- Plans for two additional multifamily apartment communities are under development
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