CASE STUDY
VALENCIA ON THE PARK
Valencia on the Park is a unique townhome condominium development in the neighbourhood of Erin Ridge North in St. Albert, offering the unique opportunity to raise your family close to nature, without sacrificing the comforts of modern life. This combination of convenience and simplicity is just part of what makes Valencia on the Park the ideal place for your family.
THE PROJECT:
A partnership that started with social media has grown to include branding, website maintenance, and digital marketing advertising.
OUR MARKETING SOLUTION:
Branding:
Photography & Print Collateral
Web Design:
Website Maintenance
Social Media:
Social Media Management, Content Creation, Monthly Reporting
Digital Marketing:
Social Media Advertising
THE PROCESS
SOCIAL MEDIA
When starting our social media partnership with Valencia on the Park, we noticed some brand challenges right away. First, there were multiple Facebook pages created for Valencia on the Park by various members of the sales team throughout the years. This presented confusion for consumers and it meant that Valencia was losing out on audience members who had already expressed interest in the brand by hitting the follow button. We were able to take all of the separate pages and merge them into one. This created quite a significant following for the brand and ensured that the efforts they had put into social media in the past were not wasted.
Second, when strategizing on social media content, we realized that Valencia on the Park had a very diverse audience. Their core market includes first-time home buyers, divorcees, and downsizers (usually empty nesters). This presented a wide spectrum of age demographics to consider when developing the tone of voice and content style. Instead of focusing on these differences, we put our efforts into addressing the similarities of their needs with the content that we shared.
Each month we create content for Facebook and Instagram and at the end of each month, we put together a report on the social media performance of each platform. The monthly report helps us measure progress towards our goals, find areas for improvement, and ensure we are connecting with the target audience.
Through our social media strategy we gained a tremendous amount of insight into the target audiences identified. We were therefore consulted on home design choices and smart home features for new phases based on our understanding of the audience.
DIGITAL MARKETING
Purchasing keywords for digital advertising in the real estate industry can be expensive. We overcame this by selecting not only the big, high performing keywords, but also incorporating targeted niche elements of the audience that converted well and were cost effective.
As with all of our digital marketing efforts, we consistently monitor how they are performing to ensure we have efficient spends and we make adjustments as needed to ensure the ads are performing at their best
WEBSITE
As part of our Website Maintenance & SEO package, we are available for quick updates on the website, such as consistently updating townhome availability. We provided copywriting services, speaking to the unique selling proposition, and provided custom photography. These services helped us to ensure that the content on the website matched the brand style and voice that had been established. The MSC designers were also able to implement some previous marketing projects that Valencia on the Park had invested in into the website, such as videos showcasing the homes
BRANDING
We established a strong brand voice and were able to determine the differentiators that set Valencia on the Park apart from other local competitors, such as their pet-friendly townhomes and the proximity to nature, walking trails, and greenery.
By integrating their clean and effortless branding throughout their social media, we were able to highlight the Valencia On The Park lifestyle. We paired their branding with original branded photography to further enhance their visual identity.
We also provided support for brand collateral, we designed and created billboards, flags and garage door decals for their showhomes.
THE RESULTS
Each month we created content for Facebook and Instagram and at the end of each month, we put together a report on the social media performance of each platform.
We selected high performing keywords, and incorporated targeted niche elements of the audience that converted well and were cost effective.
Provided website maintenance to consistently update townhome availability
Paired their branding with original branded photography to further enhance their visual identity.