NOMINATED BY: The Palace GroupPROJECT STATEMENT: Through focus groups with residents’ children, The Palace Group learned its complimentary monthly “Family and Friends” events brought families closer together. A direct mail campaign showcased the communities and dispelled the myth that visits to grandma’s house aren’t fun. Oversized 9 x 12 postcards were designed with engaging, multigenerational photos, quotes from focus group participants, and copy highlighting the myriad family activities.
The campaign included four postcards, each sent to 15,000 households. The campaign generated a 48% increase in inquiries and a 25% increase in tours by prospective residents and/or families at each community.
DEVELOPER: The Palace GroupBUILDER: Coastal ConstructionMARKETING FIRM: The Ehlers GroupPROJECT WEBSITE: ThePalace.org