Client: Global Strategy Group (College Street LLC)
Strategy: We strongly believed from day one that our market worked in downtown Hartford and/or played (arts/theater goer/sporting events) in downtown Hartford and/or already rented in there. Our primary market is a young, urban professional; secondary market is empty nesters.
All marketing and collateral pieces reinforced the “Move Up” message. In addition, we leveraged the on-site covered parking and the benefits of downtown living—how the nation’s oldest public park is your “front yard” and the nation’s oldest art museum--theWadsworth Atheneum--is in your “back yard.”
The Media: As our market, we believed, was already in downtown Hartford, we created an unique media approach—large scale “building ads” in the form of huge banners--that were designed to sell the “Move Up” message with strong market-driven visuals that showcased both the units and the market (i.e., young urban woman aptly named “Pearl”). An on-going grassroots approach—hosting in-city arts and media group’s events right on property—continues to be aggressively pursued.