The "Own Your Bricks" campaign was created by IMPACT to promote office condo ownership for Baxley Development. Key elements included:
1) Mailing mini bricks to 1,000 prospects with personalized URLs driving them to the campaign website.
2) The website welcomed visitors by name and included videos of owners giving reasons to buy rather than rent office space.
3) Additional elements were TV commercials, print ads, articles, and web/email banners directing people to the personalized website.
4) Traffic to the website spiked dramatically after the mini brick mailing, achieving over 40% response rate compared to the typical 1-3% for direct mail.
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Own Your Bricks presentation
1. “ Own Your Bricks” Campaign Winner 2009 Best in Maryland Award of Excellence Public Relations Society of America Winner 2009 Gold Award Association of Marketing & Communications Professionals
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4. Post card, mini bricks, and URL personalized to prospect. Mini bricks were sent to 1,000 carefully-screened prospects by first-class mail in plain white envelopes with no other identifying information. Bricks are to-scale and just two inches long. Intrigue compelled prospect to visit site.
5. Prospect’s name displays, while his/her company name dynamically scrolls across screen at their “new office”. Prospect personally welcomed, informed about opportunity, and invited to take next step. Screen shot of personalized welcome page for Milton Hall. Click here to view actual site
6. Prospects are directed to hear their peers’ reasons for owning office condos. Prospect clicks to launch 15-sec videos. 16 “reasons” include: Humorous : “because it takes the landlord an hour to cash your rent check, but 2 months to change a light bulb.” Financially astute: “because when you rent, you hold a lease, but when you buy, you hold an asset.” Biting : “because your landlord might go bankrupt. Then what?!” (a reference to local building owners whose properties are in decline). Campaign question is repeated.
8. Campaign question “types”, letter by letter, onto screen of weekly Chamber of Commerce email, as well as on the business directory on their website. See http://www.chamberlink.org/hccc/ChamberWeekly/ChamberWeekly.htm to see it in motion. Ads click through to www.OwnYourBricks.com. Banner ads with Chamber of Commerce
9. Print ads in The Business Monthly newspaper. Three ads ran per issue, each on consecutive pages at the same relative position on the page, to increase visibility. There were 16 different “reasons” used in the campaign.
10. Example of TV commercial answering campaign question “Why is it foolish to lease your office space instead of purchasing?” Click Here to watch the videos on YouTube
11. Photo on cover of The Business Monthly Newspaper, plus article on the building and its unique marketing campaign.