Selling Sentiment: The Power of Emotional Branding

PARKBRIDGE LIFESTYLE COMMUNITIES INC / CASE STUDY

SITUATION

Parkbridge needed to build brand awareness and generate quality leads for their Kawartha-based park model homes.

SOLUTION

Instead of just promoting real estate, we created an experience. This meant cultivating emotions through our online user experience and advertisements to entice people to learn more.

SUCCESS

Over 700,000 targeted ad impressions driving over 25,000 qualified visitors to the website.

THE OVERVIEW

Parkbridge Lifestyle Communities Inc. is a global housing award-winner and Canada’s leading owner, operator and developer of residential and resort land lease communities. With over 115 locations nation-wide, Parkbridge’s real estate portfolio includes retirement communities, residential communities, cottage & RV resorts and marinas.

When we first partnered with Parkbridge in 2015, we were tasked with the challenge of promoting park model cottage sales at their eight Kawartha’s based cottage and RV resorts. At the time, each of the resorts were being promoted online through Parkbridge’s corporate website which was difficult to navigate, heavy on text and easy to get lost on.

THE STRATEGY

In order to generate qualified leads for the for the Parkbridge sales team, we set out to design and develop an engaging and media-rich online experience that immersed visitors into the Parkbridge cottage experience. From engaging copy and images to a clean and functional design, we made every effort to please visitors and espouse emotions and memories of their own cottage experiences. We knew that we were selling a lifestyle, not just a cottage.

Research

We completed a detailed competitive analysis of the cottage market in the Kawarthas region as well as best practices being taken by competing businesses.

Content Strategy

To create a unique user experience that illustrated Parkbridge’s brand, we needed to create content that would receive an emotional response. Through the use of integrated media, we showcased breathtaking video and photography while speaking directly to the target audience: memories are made here. Not only were we selling a lifestyle, but we were showing that it was achievable.

Web Design & Development

By using smart, conversion optimized design, we integrated all of the Kawartha resorts on to separate landing pages to maintain a consistent look and feel for all the communities in the region. Each landing page included a map, amenities and unique details for every location, along with one common call-to-action: learn more. Once we had conveyed the lifestyle aspect of the brand, we encourage visitors to request a package for more details in exchange for their contact information.

Web Design & Development

By using smart, conversion optimized design, we integrated all of the Kawartha resorts on to separate landing pages to maintain a consistent look and feel for all the communities in the region. Each landing page included a map, amenities and unique details for every location, along with one common call-to-action: learn more. Once we had conveyed the lifestyle aspect of the brand, we encourage visitors to request a package for more details in exchange for their contact information.

Email Automation

By integrating a marketing automation system with the website, we were able to automate the process of distributing sales packages to leads and notify Parkbridge’s sales team with lead contact information. Leads were nurtured with lifestyle-themed content for 10 weeks. With articles like “What’s new in the Kawarthas” and “Benefits of Owning a Cottage” we were able to promote not only the sales of the park model cottages, but the lifestyle that comes with each Parkbridge resort.

Pay Per Click Advertising

Given the demographic and that fact that we had high quality video and imagery to work with, we chose Facebook Advertising to drive traffic. This allowed us to directly target those who met our age, interest and location criteria – all of which was driven by the demographics of Parkbridge’s existing clientele and past sales history.

Pay Per Click Advertising

Given the demographic and that fact that we had high quality video and imagery to work with, we chose Facebook Advertising to drive traffic. This allowed us to directly target those who met our age, interest and location criteria – all of which was driven by the demographics of Parkbridge’s existing clientele and past sales history.

Data Analytics & Optimization

We performed extensive A/B testing to analyze which ads were better received. By testing sales focused vs. emotionally driven copy partnered with images of cottages, we could ensure that the strongest ads were the being shown. By testing sales focused vs. emotionally-driven copy partnered with images of the cottages, we could analyze which was better received. The more impactful the post, the lower the cost-per-click. Our approach allowed us to drastically reduce the cost per conversion over the project duration and in turn maximize Parkbridge’s overall return on investment.

The Results

Overall, the Kawarthas campaign was a huge success. Due to a non-disclosure agreement we have with Parkbridge, we are unable to give details on the number of sales generated as a result of the campaign. However, what we can tell you is that this system that we developed has become a core part of the Kawarthas park model home lead generation strategy to this day.

“44 North did an outstanding job promoting our Kawartha resorts. The team’s creativity with social media advertising and email automation has allowed us to engage new audiences. Finally, we can show off how great these locations really are through the new website. We’re very happy with the ROI we achieved through project.”
– Monique Jaiko Marchildon, Marketing Manager, Parkbridge

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