Client Project Case Study
Oakwood Ventures Gains Leads, Publicity for New Business Park Through Integrated Marketing Plan
Client background
Oakwood Ventures, LLC, is a commercial development and property management firm located in Stevens Point, Wis. The company is the developer of Oakwood Center, a master-planned $25 million business and professional office park that is currently being built in Stevens Point.
Challenge
In November 2005 the principals of Oakwood Ventures realized that with groundbreaking for Oakwood Center less than six months away they needed to reinforce their marketing and sales efforts. They decided they needed to support their networking and field sales activities with a more formal marketing effort to maintain progress with lease commitments. Oakwood Ventures then contacted Solinger Communications for assistance with this objective.
Solution
After several meetings and discussions with the principals of Oakwood Ventures, Solinger Communications proposed and created an integrated marketing communications plan. The plan consisted of the following elements, which Solinger Communications developed in collaboration with Oakwood Ventures management:
- New positioning language that served as the basis for creating a tagline as well as strategic messaging that was used in a number of different marketing pieces.
- A lead generating letter and brochure that was sent to targeted prospects.
- A booklet that functioned as a leave-behind piece as well as a discussion guide for individual and small group presentations.
- On-site signs and outdoor advertising to increase the visibility of Oakwood Center.
- Additional web site content to provide more information about Oakwood Center.
- Enhanced, streamlined web site navigation and structure to improve user experience.
- A completely new web site with a new design, new photography and updated content reflecting the recent growth and activity at Oakwood Center.
- Several press releases to generate media coverage and introduce Oakwood Center to targeted geographic areas throughout Wisconsin.
- A feature article in a regional business publication to promote Oakwood Center to an audience of local and regional business decision makers.
- A :30 television commercial that appeared in the Central Wisconsin market promoting Oakwood Center and several of its tenant businesses.
Results
Following the implementation of the plan's different elements, Oakwood Ventures realized the following accomplishments and benefits:
- Clearly defined positioning language for Oakwood Center, which was used to create new marketing materials, to improve existing materials, and to provide a more compelling brand message overall.
- An integrated marketing communications plan that offered Oakwood Ventures significant marketing impact for is investment.
- More time to devote to critical operating priorities by outsourcing marketing communications support.
- Additional leads as a result of the direct mailing.
- Greater awareness of Oakwood Center in desired market areas through the combined impact of the mailing, on-site signage, outdoor advertising, web site, article and press release; regarding media coverage specifically, received front page coverage in the Stevens Point newspaper as well as coverage in the statewide edition of the Milwaukee paper.
Client comments
"Tim was able to achieve our goals from the beginning, and he had excellent follow through during and after each task that he took on and accomplished. He was never late, always early. And he was always in contact and maintained open communications. He was also flexible and was always willing to consider our advice and direction. His marketing expertise is a key reason behind our success. I would recommend him to anyone."
John F. Schultz
General Manager
Oakwood Ventures, LLC
Client contact information
John F. Schultz
General Manager
Oakwood Ventures, LLC
P.O. Box 386
Stevens Point, WI 54481
Phone: (715) 344-7453
E-mail: Oakwood@OakwoodVentures.Net
Web: www.OakwoodVentures.Net