Sunland Village East & Sunland Springs Village
Situation
Sunland Village East and Sunland Springs Village are active senior residential communities in East Mesa. Both properties are owned and operated by the Farnsworth Companies, one of the most enduring senior residential builders in the Southwest for 40 years. Cooley Advertising & Public Relations has provided advertising and public relations for all aspects of Sunland Village East’s community development from groundbreaking of its almost 2,000 homes to final close-out in 1997. The agency was challenged to close-out remaining homes from Sunland Village East while launching Farnsworth’s new 3,000 home senior residential community, Sunland Springs Village, in early 1998.
Objectives
- Close out ALL new home sites at Sunland Village East by end of 1st quarter, 1998.
- Sell 100 new home sites at Sunland Springs Village by end of 1st quarter, 1998.
Strategies
- Sunland Village East
- Creative messages focused on “final close-out” specials and direct mail pieces targeting Farnsworth’s hefty referral market (accounting for almost 80% of total sales).
- Heavily flighted media schedule for 3rd and 4th quarters 1997, incorporating both print and radio with primary emphasis on East Valley.
- Sunland Springs Village
- Creative messages promote “another successful Farnsworth community in the East Valley” theme on television, radio & print (reinforcing attributes of longevity, value, quality and location).
- Public Relations ramp-up during 3rd and 4th quarters of 1997, focusing on the excitement and grand opening of the new community (Farnsworth’s 4th senior residential community).
- Grand Opening events targeting current Farnsworth customers, City of Mesa officials, contributing partners, Farnsworth employees, and the general public.
Results
- New home sites for Sunland Village East were closed-out by the end of 4th quarter, 1997.
- At the end of 1st quarter, 1998, nearly 150 new home sites were sold.