The purpose of marketing is to solve business problems utilizing creative solution. Case studies present some of the problems and challenges faced by our clients and the solutions that Epic developed to overcome them
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Client
Costa Baja Resort & Marina
The Challenge
Marketing two residential neighbourhoods — Las Colinas and VistaMar —within a real estate development in Mexico’s highly-competitive Baja California Sur resort real estate sector demanded a broad range of highly-targeted, integrated and strategic marketing solutions. It required marketing which would highlight the unique features of each residential neighbourhood, include the advantages of the resort’s location in La Paz, communicate the resort’s amenities, and carry a focused visual and audience-specific message appeal.
Target Audience
The target audience consisted of specific segments of baby boomers (40-64) in the US and Canada, primarily along the west coast of North America. These primary target audience segments, included: Upbeat Enjoyers, Independent Adventurers, Global Explorers, Pampered Relaxers and Savvy Investors.
The Solution
Research clearly indicated that homebuyers were drawn in by a combination of marketing elements, for example, they see an ad, look at a website, then finally pick up the phone to take advantage of a travel incentive package. Therefore, a multi-media marketing solution was created whereby several initiatives would operate in tandem, with each component overlapping and reinforcing the others.
Results
The launch of the new website and enhanced online marketing resulted in a +62.6% increase in traffic and a significant jump in registrations. Email marketing was also highly effective, as measured by “open rates,” comparable to the average open rate of 30%. CostaBaja Resort & Marina eblasts had an open rate ranging between 70% – 80%. Direct mail and sales events augmented interest and brought a significant amount of traffic to the resort for property previews, a critical step in the sales process. Targeted advertising generated widespread awareness and leads that were tracked and measured. The integrated campaign generated 6,000 leads for the developer.
