Challenge:
Had no co-coordinated marketing effort. Disorganized, no direction. Too busy to focus. No Branding
Solution:
Major marketing consulting/research effort to get a plan, position, and brand Shea Homes using AM Strategies’ 3D Process to get the right message to the right people, in the most Highly integrated campaign
• Tier One Umbrella Branding Campaign focus on points of difference
• Tier Two Promotion targeted at specific offerings/developments
• Tier Three – Making it come alive at the point of sale,
Results:
• Awareness: 6th place to 3rd
• Best builder – from not mentioned, to 3rd then to 2nd in Union Tribune Readers Poll
• Reputation – from 3% to 11% to 31%
• Overall Satisfaction – from 76% to 82%
• Value Perception – from 32, 40, 32 %
• Qualified Traffic 27% – 53%
• Advertising Awareness 12% to 29%
• Business Driver 24% of sales were motivated by advertising
• Reputation Driver 37% of customers were motivated by reputation by advertising
• 248 home sales were direct result of marketing campaign
• Number one that year in Sales
