client profile: Dockstreet Communities is a national developer of active adult and urban living communities along the southeast coast with a dedication to creating living environments that promote healthy, meaningful and engaging lifestyles. Communities span the Southern coastline from Sunset Beach, North Carolina to St. Augustine, Florida.
the challenge: This planned active-adult community located in St. Augustine, Florida was previously owned by Levitt and Son’s Development prior to falling into bankruptcy. Although some work had been started, the majority of the site remained undeveloped, causing a strain on the current owners. The development was purchased by Dock Street Communities during an economic downturn with negative press resulting from the former developer. There was a need to rebrand the community, establish goodwill and trust with the current owners and encourage new home sales during a downturn in the economy.
the plan: Collins + Company created a full rebranding marketing campaign to alter the percerption of the formerly bankrupt community. The integrated marketing campaign included a new brand identity, new website, new sales materials and video, print and interactive advertising, direct mail and outdoor campaign. Existing homeowner events were held to reestablish trust and goodwill.
the result: The rebranded Cascades’s community has successfully altered the negative image created by the previous bankruptcy and has continued to grow. The on-going multi-media marketing campaign has resulted in thirty-five (35) new home sales directly attributed to the media campaign and resident referrals over a seven (7) month period.