LENNAR HOMES
Full-Service Marketing Under One Roof
Homebuyers in the Fresno-Visalia market were about to open the door to a whole new concept in housing: multigenerational floor plans designed by LENNAR® Homes. So when the homebuilder approached JP for help in launching a campaign for these innovative NextGen homes, we gladly took the keys and designed a marketing plan with room to grow nationwide. The result? JP was awarded the 2013 PRSA Campaign of the Year.
Awards
American Advertising
Mixed-Media, National Consumer
Television
Digital Advertising
Public Relations Society of America
Campaign of the Year
Tags
Video Animation
Putting the “I” in Team
We created a series of animated videos to promote the Central Valley Lennar “iTeam.” The informative videos promoted Lennar’s “TLC,” or “Total Lennar Care.” We featured the advantages of working with Lennar’s iTeam: they know the market and can help buyers with pricing, floor plans, finding nearby schools and even connecting them with home loan advisors. By promoting the iTeam and The Lennar Difference, we put potential homebuyers on the path to purchasing a Lennar home.
WE DEVELOPED CUSTOM ICONS TO HIGHLIGHT THE MANY UNIQUE FEATURES OF A LENNAR HOME.
Photography
Picture-Perfect Lifestyle
In addition to animated videos, we coordinated a series of custom photo shoots at the Lennar NextGen homes. Our in-house photographer captured a variety of lifestyle shots that highlighted the different generations under one roof. These impactful photos were used in a variety of materials, from sales collateral to social media.
Event Coordination
Creating New Neighbors
We targeted multigenerational families through collateral and invited them to join us at not one, but five model home centers across four Central California counties for grand opening celebrations. The highly coordinated efforts included enter-to-win opportunities, activities, giveaways and photos all weekend long at each location.
The events resulted in 2,644 qualified visitors over the three-day period — and inspired Lennar’s decision to launch NextGen homes nationally. The homes now make up the largest percentage of product sales in the Central Valley.
Gossamer Grove
Curb Appeal
After our success with selling NextGen homes in the Central Valley, the Lennar team was ready to collaborate with us again. This time, we were asked to promote the new Lennar community, Gossamer Grove in Kern County. From a branding guide to groundbreaking event coverage, we created the foundation for successful sales and continued our efforts with online and printed materials.
Web
Community Sneak Peeks
We created a landing page with the tagline, “Where Community Thrives” and gave potential homebuyers a sneak preview of Gossamer Grove through lifestyle videos we produced. By inviting potential buyers to join the interest list, we generated a long list of leads before the community’s grand opening and built excitement around Lennar’s latest community.
Collateral
Creative Design is Key
With a strong style guide in place, our designers created a custom folder design to introduce Gossamer Grove. We wanted our folders to capture the lifestyle of the community, with sweeping imagery and key information about each floor plan. The logo we created also served as the “seal” upon opening. With coordinated efforts, Gossamer Grove homes sold well and fast in Kern County, creating another win for Lennar.
