Opportunity
5401 North is envisioned as a planned 24-hour community built along the principles
of new urbanism. Patterned after the walkable, friendly communities that once shaped
American life, the billion-dollar 10-year project could eventually provide homes
for 1,600 families, as well as shopping, entertainment and offices--all within a
five-minute walk. The developers wanted their approach to marketing to be anything
but ordinary, and we were called in to help create the online brand experience.
Solution
We started with a custom content-management system that allowed the marketing team
to update copy changes, press releases and architectural plans. We also built a
tool to test the strength of benefit messages. Image and copy messages randomly
rotated as on-site banners, and metrics reported how often each was tracked and
clicked. The resulting data was used to determine which benefit messages and images
to use for off-site ads and print campaigns.
The Backstory
This project demonstrated that 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 content-management system (CMS). This simplified copy testing--any
non-technical person could quickly and easily create new banners, assign them to
pages and view the results. When marketing and technology teams get together early,
ROI goes up.
Start building ROI:
Return on InteractiveTM