5401 North

Opportunity

Welsh Technologies was brought in at the ground level to help set the tone for this community of five city blocks wrapped in 250 park-like acres that is 5401 North. The Raleigh development is patterned after the walkable, friendly communities that once shaped American life. They wanted their approach to marketing to be anything but ordinary.

Solution

We started with a custom content-management system, allowing the team to manage the changing copy, press releases and architectural plans. We took it a step further by developing a custom message-testing tool. A collection of messages were created and displayed as on-site banners, each of which we tracked as it was displayed and clicked. Although it sounds simple, the resulting data was vital to determining taglines and copy for off-site ads and print campaigns.

The Tech

When we’re involved in the specification-writing stage, clients get more for their money. We were able to build the banner-creation tool into the CMS (content-management system), and seamlessly integrate it into system that site admins use to manage pages. It made building the banners intuitive—and assigning them to pages and viewing the reports is so simple even a CEO can do it. ROI goes up when the marketing folks and the technology folks get together.