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Creating Results

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Arora Hills

Arora Hills Event

Arora Hills Event

The Situation

Arora Hills, a master-planned community in Clarksburg, Maryland, was seeking to promote positive community relations with the developer/builders and area residents. In order to do so they needed to increase awareness and generate traffic to the community.

The Strategy

Creating Results proposed turning a large area of the site located directly behind the community’s welcome center (not slated for construction until later phases) into a 3.3-acre corn maze.

Designed and produced by a professional maze architect, the home-grown, house-shaped maze created an "interactive" outdoor attraction highlighting Arora’s “back to nature” theme.

Arora Hills Event-strategy

The Solution

If you grow it … they will come!

The maze was promoted as family-friendly entertainment through an extensive media relations campaign, as well as window posters placed in local businesses, flyers mailed to residents, eye-catching print ads and direct marketing. Give-aways for kids and promotional items allowed families to bring home the fun (and client logos/sales materials). The event was featured each week in the calendar section of local papers.

All proceeds went to Hospice Caring, Inc. of Montgomery County, a local charity that in turn provided staffing on weekends in September and October.

The Results

Six feature articles in eight publications over three months attracted a steady stream of maze-loving families. Outlets included the Washington Post and regional issues of the Gazette and the Washington Business Journal.

More than 2,600 people visited the maze during the two years it was open, and for two years running the client made a $6,500 contribution to Hospice Caring.

For the duration of the Corn Maze attraction, traffic increased at the Welcome Center by 40%. A steady, high flow of prospects continued for a two-month period after the event, despite a drastic cut in community advertising.

All of this during a season that tends to be slow for the real estate industry!

Major Achievement in Marketing Excellence (MAME) award

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