Woodbridge, VA – [Jan. 10, 2018]. Strategic marketing agency Creating Results won the prestigious Best of 55+ Housing Gold Award for Best Direct Mail for Pinnacle at Adams, Butler County’s newest 55 and over community by Pennsylvania-based active adult housing developer, Traditions of America. After reviewing several entries, the National Association of Home Builders (NAHB) judged the direct mail piece, a self-mailing pocket brochure with inserts by Creating Results, to be the best in the nation.
In total, 19% of those who received the pocket brochure visited the Pinnacle at Adams microsite and organic visits to the site increased by 50% after the mailing. There were 200 individuals that attended one of the two information sessions, exceeding the goal of 150 by 25%. The pocket brochure played a key role in Pinnacle at Adams selling 30% of its community within 45 minutes of the first event.
“It’s an honor for our team to be recognized for the hard work and thought put into creating a direct mail piece that helped Traditions of America exceed their goals for Pinnacle at Adams,” said Kimberly Hulett, President of Creating Results. “We are thrilled with the positive results that the brochure had and will build upon it in future campaigns for our clients.”
Traditions of America is a leading developer of 55+ active adult communities known for innovation and exceeding homebuyer expectations. Creating Results collaborated with the client to ensure that an effective strategy was in place to promote Pinnacle at Adams before development of the pocket brochure began. With the goal of driving 150 total attendees to one of two information sessions in mind, Creating Results set out to position the community apart from its competitors to generate awareness and interest.
Pinnacle at Adams differs from other Traditions of America communities in that it focuses more on the opportunities presented by the natural backdrop of the community, rather than the resort-style amenities found at other Traditions of America locations. As such, Creating Results used vivid lifestyle imagery, bold textures and warm, natural colors to support aspirations of adventure and exploration in nature, while encouraging recipients to “Chart Your Own Path” at Pinnacle at Adams.
The strategy behind the pocket brochure was based on Creating Results’ pervasive knowledge and understanding of the 55+ homebuyer. The agency’s proprietary Social, Silver Surfers research on marketing to mature consumers provided the insights needed to successfully implement the direct mail strategy for Pinnacle at Adams.
Overall, the pocket brochure by Creating Results was a real difference maker for Pinnacle at Adams. Not only did it help Traditions of America generate demand for its new community, it encouraged prospective homeowners to act on this demand.
“We are delighted with how successful the self-mailing pocket brochure was in helping Traditions of America reach their goals for Pinnacle at Adams,” said Beth Mickey, Senior Client Service Director at Creating Results. “Every member of the team played an important role in the campaign and this award is recognition for their efforts.”