Project Description

Magnolia Green

Welcome to the south. South of the River.

Situation

Magnolia Green is a master-planned community in Chesterfield, Virginia, offering a wide array of neighborhood amenities that appeal to residents of all ages. Despite a rapidly growing population in Chesterfield, Magnolia Green was facing a highly competitive real estate market and needed to stand out from the crowd.

Solution

Highlighting the southern hospitality and pride of residents living “South of the River,” we created an integrated advertising campaign focused on the Southern charm unique to Magnolia Green. We developed a strategy and media plan that spoke to potential buyers at relevant points in their lives. Newspaper and banner ads, direct mail pieces, a refreshed website and social media content all drove traffic to the community’s Welcome Center.

Our campaign resulted in hundreds of phone calls and visits, as well as an opportunity for Magnolia Green to get the prices they are asking and achieve their vision faster than anticipated.In the first few months, Magnolia Green saw a 20% spike in website traffic, with a 35% increase in social engagement through Facebook. The digital component of campaign increased social reach by 154%, which drove an increase in web traffic of 40%.

The community had a record-breaking year in 2017, selling 204 homes —20% more than originally projected —and was voted “Best New Homes Community.”

Campaign Strategy

Brand Identity

Digital and Social

Direct Mail

Print Ads

Web Content

Data Reporting and Analysis

Magnolia Green image Collage

Magnolia Green Website

“We have continually been impressed by the talent and professionalism of Dotted Line Collaborations. Their team of top-tiered professionals delivered an impressive and novel creative campaign that was grounded in strategy aimed to attract audiences unique to Magnolia Green — in just three months. Their small team allows for them to be nimble and flexible, and we truly appreciate their collaborative approach to marketing. They have been a true partner and have delivered some of the best creative work we’ve seen from any agency — large or small.”

Karl Frey, EVP, iStar