SUMMARY
Directed investor marketing, landing full funding for sustainable real estate development while simultaneously managing consumer brand creation
COMPANY
Place, A Sustainable Development Co. ROLES
Directed Investor MarketingLed Consumer and Market ResearchManaged Brand, Marketing, and PRCreative StrategyDeck & Web Copywriter
Arbolada
People are moving towards serenity, seeking landscapes and a new kind of housing that provides the lifestyle they crave. A peace-filled one.
Arbolada is that haven.
A lifestyle product nestled between San Antonio, Texas trees.
Designed to meet the growing demand for the great outdoors, this development combines the best of two lifestyles: natural environments and city accessibility. Using sustainable development practices in a nature-first method, Arbolada will be the first of its kind and set a new standard for lifestyle living.
Goals: 1) Attract investors and land project funding 2) Create a brand that embodies the target consumer's ideal lifestyle.
Impact: Marketing lead for investor-focused in-house marketing, I designed and developed landing pages and pitch decks that achieved full financing for this multimillion-dollar project. In sync with investor marketing, I directed the strategy and creation of consumer-focused marketing, branding, and PR.
Designing Differently
Throughout the R&D phase, I led the market intelligence to pinpoint all market gaps and the target audience. The goal was not to compete with the competition but to build out a new part of the industry and create demand in an unknown space. This was done using a Blue Ocean method.
To understand and empathize with people, their lifestyle desires, and their product needs, we outsourced Consumer Choice Modeling, which highlighted three core targeted audiences: nature lovers, pet people, and fitness fanatics.
These insights were the foundation for the differentiated product design and creative strategy.
Catering to Investors
Investors needed to experience the same brand as a consumer while getting a more direct approach to their materials.
I used the DataStory method, designing the data into a compelling story arc that satisfied investors' need to build legacy projects. I brought materials to life with imagery, using a combination of onsite photography with adjacent architectural illustrations to showcase the natural beauty and how the development would work around the trees.
Thoughtfully Curated Brand
I initiated and executed a three-way collaboration between industry competitors. Each owned one area of expertise between brand, marketing, and PR while collaborating to create a unique brand approach just as highly targeted as the product design.
With R&D insights, we curated a brand that resonated with the target audience and embodied the enchanting atmosphere surrounding it - the peace consumers are craving.
“What you find here is a secret. A story untold and a land full of enchanting beauty.”
Results
Landed full funding for this Class A, 8-figure project (during the height of the pandemic)
Executed a three-way project collaboration between industry competitors to build a highly targeted brand and marketing strategy — and we had a blast doing so
Built a brand that resonated with the target audience's needs and embodied the enchanting atmosphere surrounding it
Roles
Directed Investor MarketingLed Consumer and Market ResearchProject Manager for Product Brand, Marketing, and PRCreative StrategyDeck & Web Designer, Copywriter, and Product Research
Methods
Consumer Choice Modeling
Blue Ocean Strategy
DataStory
Assets
Creative Briefs
Project Memos
Pitch Decks
Landing Pages