Insights

Andy Isakson, managing partner of Isakson Living, explains his vision for Peachtree Hills Place, an amenity-rich, independent living community in Buckhead. The community was born out of the personal experiences of his parents, Ed and Julia Isakson, after their difficult search for a community that would provide an active lifestyle combined with on-site healthcare.

When his own parents were ready to move into a retirement home, Andy Isakson was having trouble finding an elegant environment that combined onsite healthcare services with social activities and a thriving community of friends and neighbors.

So, he decided to build one.

Peachtree Hills Place is the result of the needs he saw for his own family and research that has taken him on a global journey to the best senior living facilities and top resort properties, where he identified the amenities and social features from the top hospitality brands to bring to this unique community in the heart of Buckhead.

After years of research, design and development, move-in day is just a few months away for the 55+ continuing care retirement community that will feature two croquet courts, a pétanque court, a grand social hall, premier dining, supportive living facilities and a wellness center that will rival the best in the world.

"It's All About The People"

So, what did he learn in visiting more than 75 senior living facilities and resorts around the world? “It’s all about the people,” said Isakson. “Whether that’s dining, an expansive lounge or the fitness center – it’s all designed around the social connection with people.”

The 20-acre community is set within the revered Peachtree Hills neighborhood, with retail shops just steps away and an array of friendly neighbors that include young couples and families.

“I never thought I’d find a spot this good,” said Isakson. “We’re not on a busy road like Peachtree or Piedmont. We’re right in a neighborhood. We have a little node here of service-oriented retail. It’s a great place to mix with the existing community and be part of it.”

In fact, the pétanque court will be situated on a public corner outside the community, situated where the whole neighborhood can play the French game he discovered in his travels.

Home sales have also been a social process. Kevin Isakson, Director of Sales and Marketing, has been hosting monthly cocktail hours at Peachtree Hills Place for current Members (those who have purchased a home) and prospective Members. It’s been a great forum for Members to get to know each other before move-in and for prospective Members to learn more about the community and interact with those who have already made the decision to make the move.

“We’ve already built a community even before we’ve moved in,” said Andy Isakson. Families are buying into the community, including his own brother, Senator Isakson. “We’re seeing a lot of that,” he added.

Amenities Make the Difference

In terms of amenities, he’s pulled together inspiration from the top resorts he visited in his travels and brought them to the community. There will be ample social spaces in the Great Hall (which Isakson dubs as the “prettiest room in all of Atlanta.”) valet parking, access to personal drivers and a superb food component.

“Food is very important because that’s something members will experience every day,” he said. “There was one person we would like to work with, if we could get her, and that was Amanda Dumich, who worked at a neighborhood favorite, Paul’s Restaurant (now closed) in Peachtree Hills and already knows a lot of our members. Now we’re getting ready to bring on an executive chef that she’s worked with before, so we’re going to have a great team and a terrific food and beverage program. “

It is of the utmost importance to Andy that all diets will be accommodated and a dietician on staff will work to make sure all menus are meeting members’ needs.

The croquet courts, however, will be the centerpiece not just of the project itself – taking center court in the development – but also of the social life at Peachtree Hills Place.

“We learned about croquet through our members. We noticed that during the summer we couldn’t find anyone because they were all up in the mountains where they played croquet,” Isakson said. “So we went up there to see it. We came back and redesigned the project and realized we could have two croquet courts in the courtyard. There aren’t any other croquet courts inside of I-285, so it’s a great social amenity. It’s a way for people to get together, and a lot of members have responded to it. It’s going to be a really great aspect of the community.”

One thing that has surprised Isakson so far is that about a third of buyers are younger than he expected: Baby Boomers. “I wouldn’t compare Peachtree Hills Place to any other place,” he said. “One thing that makes us unique is we’re attracting a broad spectrum of people and ages, including younger people. It’s not what you typically think of as a senior living community. It’s more like a high-end condominium. It’s a great group of people. They really like being together.”

Household Model of Care

And Baby Boomers today are very interested in the healthcare they may need tomorrow. At Peachtree Hills Place, care options will include The Household Model of Care where people with short-term, long-term or dementia care needs can live with people of similar needs. They will share a home, where meals are cooked to order every day by a designated Homemaker. Isakson is also bringing innovative dementia care to Buckhead from the United Kingdom with the Dementia Care Matters model of care.

“We did the first one in Georgia at our Park Springs retirement community,” Isakson said. “The core belief is that with dementia, you may lose some of your abilities and function but your emotions are still there. They teach us how to connect with people emotionally. Peachtree Hills Place will be the second Household Model of Care in Georgia.”

His research also showed that not only do facilities offering this type of care have a wait list of people who want to live, but they also have a waitlist of people who want to work there. “That really caught my attention,” said Isakson, “because that’s probably the bigger issue: Having the right people to work in healthcare.”

The healthcare options – from wellness to rehab to dementia – give people peace of mind. “You can use me as an example,” Isakson said, who is 66. “I don’t have any issues but I’m planning to live at Peachtree Place because you just don’t know what may come up. Here, you never have to move. You might have to go to the hospital but then you can come home and do your rehabilitation. It really takes the burden off families who might be faced with a crisis and not have help. We have a medical practice here. We have alternative living arrangements should conditions change. It’s a gift you give to your children to make that easier, and a gift to yourself.”

At Peachtree Hills Place, residents enjoy an equity model of home ownership in that they can buy and sell their homes on the open real estate market. “People can leave their homes to their children or other heirs (though you can only move in if you’re 55 or older).”

A community as rich in vision and amenities called for a brand experience that brought the same level of sophistication and design as the community itself. infinitee was engaged to bring the community to life through compelling imagery and storytelling across traditional and digital mediums.

When asked what he’s most proud of so far, Isakson did not equivocate. “The people we’ve attracted as members and the staff that are coming together. I’m excited about the team we have and the mission for Peachtree Hills Place. I’ve done a lot of research (because it’s really fun to tell you the truth!). But here’s the essence: we ask, is this fun? Do you enjoy being there? Is there social space? That’s what we’re really trying to incorporate here.”

Given the indicators (and instigators) of an impending recession, how can real estate companies combine past lessons with new approaches to weather the next downturn?

Real estate developers enjoying a period of economic expansion approaching the longest in history have started to see troubling signs in 2019. The inversion of the bond yield curve, when long-term rates sink lower than short-term ones as they did in March, has been a reliable predictor in the past of decline. The trade war with China is certainly not helping matters either, with farmers, manufacturers and many others licking their wounds.

Economists gauging the causes of a recession look to real GDP, real income, employment, industrial production and wholesale-retail sales. And obviously real estate, the places in which we work, live, play, spend and more, is connected to everything.

What should real estate firms do to protect themselves late in this economic cycle? Having a detailed plan is always a good idea, one that focuses on preserving income and limiting exposure. It is also important to maintain critical business connections and relationships through a smart, consistent marketing platform.

New Regulations Effects on a Recession

While new regulations in reaction to the Great Recession last decade have made large-scale systemic failures in the U.S economy less likely, the nature of capitalism, that of risk, expansion and often times pushing boundaries, remains the same. Easy debt and debt securitization were major contributors to the financial fever triggering the last downturn. According to TriStar Real Estate Investment, a tremendous amount of private capital has replaced the lenders constrained by the last round of regulatory checks and balances. It’s a creative response to a capital need, but it’s also unregulated. “Private debt funds may be the next CMBS type of crisis in the making,” said TriStar’s Duncan Gibbs.

Real estate players can’t control market moves, only their own. While no two economic cycles are the same, some things should remain constant. What should real estate firms do to protect themselves late in this economic cycle?  CRE companies must stay on top of market conditions and industry trends, of course, but they also should be committed to leveraging the best partners and marketing practices to help them stay on course when the economic seas get rough.

New Technology for Marketing During a Recession

The old days of abandoning a CRE firm’s marketing budget when times get tough constitutes an egregious error in today’s business world. That’s because there are very knowledgeable marketing partners out there that understand the ins and outs of digital strategy and are enabled by the latest game-changing tech tools — display advertising, mobile advertising (e.g. geofencing), paid search, targeting/retargeting and more —to help them be more efficient and spend more wisely to connect with highly targeted prospects. When others cut and run in a down economy, there’s not only less competition, but also more opportunity to direct connect and sow the seeds of future success.

At infinitee, we’re INto tracking trends that impact our clients. For nearly 30 years, our Atlanta-based agency has helped clients capitalize on trends with branding, marketing, strategy, print and digital media, video and photography services. To learn how we can help your company, call Jocelyn Smith, Founder & CEO at 404-231-3481, x119.

Over the past 22 years, we have helped Tanger Outlets grow their brand image as they have expanded their portfolio throughout the US and Canada. To support this continued growth and evolution of the brand, we’ve continued to curate campaign content that is fresh and relevant. Our 2019 campaign called for something bigger, something more connective and personal for existing and new audiences. We needed a new perspective that would speak directly to the unique shopping experience Tanger Outlets provides—designer brands and unmatched savings—and appeal to a consumer base that is attracted to online shopping, but values smart savings. Here’s an inside look at what we came up with.

2019: More Personality, More Fun, More Savings = Happiness!

The “Happy Happens Here” campaign was developed to capture the delight, joy and satisfaction inherent to a trip to Tanger Outlets. Imagine shopping ALL your favorite brands, in one place; saving big on your favorite designer brands and leaving Tanger Outlets happy! No two-day shipping. No returns. No let-downs because the product didn’t live up to the online description. Sounds dreamy, right?

We thought so too! So, how would we achieve this fresh new aesthetic and fully deliver on the “Happy Happens Here” concept? A lot of creative planning and a new resource! Enter New York based photographer, Thomas Neal, known for his work with J.Crew, Madewell and more. Through this next-level photography, dynamic wardrobe styling, and a top-notch video production team, Chorus Films, the evolved look and feel became tangible and we were able to bring to life and capture those “happy” shopping moments.

#SetLife Can be Fun  

We develop and produce three seasonal campaigns for Tanger Outlets every year. These productions are meticulously planned, finely-tuned and include both photo, broadcast and promotional video components to maximize the investment and collect as many possible assets for use across all Tanger Outlets’ campaign channels. The Spring campaign shoot featured 8 models, three full sets, thousands of pieces of merchandise, 70+ wardrobe changes, photography team, video/broadcast production teams, assistants, wardrobe stylists, hair and makeup artists—plus our agency team.

Production day was filled with music, movement, on-the-ball execution and lots of caffeine. The magnitude was vast but we handled it all with a personalized approach. Ultimately, it’s about getting our clients as much as possible for their investment, but we also have fun doing it and we truly believe that makes a difference in the final product.

All in a Day’s Work

In one day, we captured thousands of assets for the Spring/Annual campaign, including images and videos for social media, web, print, direct-to-home TangerStyle Magazine, email marketing, national TV and radio, sales posters, outdoor, point of sale items and so much more.

And, more importantly, we set in motion one of the most exciting campaigns we’ve produced to date. The six-week Spring print and digital campaign launched mid-March, and has resulted in three million web sessions, 7.3 million page views and reached 100K Instagram followers. Not bad for a day’s work (on-set)!

Does your photography capture your brand’s personality—and convey that feeling to your audience?

At infinitee, we believe your marketing imagery should reflect your point of difference and put forth a brand personality that engages your target audience in a meaningful way. A well-planned production allows more assets to be created and a more complete brand story to come to life.

Want a creative partner who can help take your brand to the next level while taking away the pressure of planning your next campaign production? We’ll capture your brand’s personality in photography and video assets. We’ll do it efficiently. And it will be a dynamic and collaborative experience. To learn more, call Jocelyn Smith, Founder & CEO at 404-231-3481.

With Boomers more active and more apt to retire in the city, 55+ active-adult community builders are elevating placemaking standards to match expectations and maximize experience.

Boomer Town

This isn’t your grandfather’s retirement living. Baby Boomers, the more than 76 million people who control more than 60 percent of U.S. discretionary income, are more active and want to feel more connected and inspired. For this dynamic generation, it’s not about settling, rather it’s about savoring the rewards of a life well played.

However, 53 percent of those 55 to 65 years of age have trouble finding the right home for their needs and desires, according to research from John Burns Real Estate Consulting. Successful developers of 55+ active-adult communities know they must make for and market to those lifestyle must-haves.

Connection and Community

Active seniors place great importance on connection and community, and the design of a 55+ development should support that. A variety of engaging, distinctive amenities boosts a resident’s sense of place while also creating added opportunity and possibility.

For example, our client, Peachtree Hills Place (the first and only luxury 55+, equity-model continuing care retirement community in Atlanta’s prime Buckhead district) not only offers deluxe condominiums and custom single-family homes, but also a long list of community spaces and “special interest” draws. Residents can gather and relax at the resort-style clubhouse and pool, central courtyard, rooftop patio or open-air pavilion; hone their crafts in the community garden, art studio and woodworking shop; and walk the property’s extensive trails or simply their best furry friend in the dog park.

Thoughtfully designed amenities should cater to Baby Boomers’ interests and values, such as leisure, entertainment, fitness, wellness and more. Catering to many of those, a true standout feature at Peachtree Hills Place will be two regulation-size croquet courts.  

Location, Location, Location

Location is a critical factor in real estate, and retirement communities are no different. Essential services, such as daily needs shopping, healthcare offerings and transit options, should be easily accessible. Residents demand convenience both for what they have to do and what they want to do, including dining, entertainment, outdoor adventure and other activities. Isakson Living’s Peachtree Hills Place offers prime proximity to Atlanta restaurants, shopping, mass transit and cultural attractions.

Bottom Line

Family and finances have always been top priorities for Baby Boomers. Peachtree Hills Place’s for-sale real estate model means residents are also making sound investments by building equity in the luxury retirement community. And the active lifestyles of this generation definitely extend to their grandparent roles, which is why senior-living communities should appeal to multiple generations with parks and other community spaces that help facilitate quality family time.

They called their arrival on the planet a boom, and the generation’s active aging and retirement years will be even more consequential. More and more Boomers are ready to optimize the where in their retirement wherewithal. Leading 55+ communities, such as Peachtree Hills Place, are designed and created to meet the unique lifestyle demands of a generation that has redefined activity, community and connectivity.

At infinitee, we’re INto tracking trends that impact our clients. For nearly 30 years, our Atlanta-based agency has helped clients capitalize on trends with branding, marketing, strategy, print and digital media, as well as video and photography services. To learn how we can help your company, call Jocelyn Smith, Founder & CEO at 404-231-3481, x119.

Atlanta State of the Market: Mixed-Use on the Rise

Take a look around any Atlanta neighborhood and it’s easy to see that our city is growing. At the Bisnow Atlanta State of the Market event last month, we heard from some of those at the forefront of major real estate developments in the area and learned what we can expect as our city moves into the future. If you missed the event - no worries - today we’re covering what we learned and what to be on the lookout for.

Mixed-Use on the Rise

Mixed-use developments have become one of the most active development models within the real estate sector. In Atlanta, developers and investors alike are increasingly and proactively looking for opportunities to combine different uses with a focus on “place-making” and to create destinations that offer multiple draws. As Atlanta and its submarkets continue to expand, developers that integrate a mix of office, residential, hotels, entertainment, and retail will enhance the productivity of each component of the project and diversify the risk to any one asset class.

Where is the Capital Flowing?

Buckhead and Midtown are the hottest sub-markets because of a constrained supply and developers in these areas are relying on the amenities within the neighborhoods as much as those in the mixed-use developments they build to attract tenants.

“It’s not just what’s inside the space -  it’s what’s outside the front door,” – Mark Toro, Managing Partner at North American Properties said.  And in many cases, the “what’s outside the front door” is access to greenspace and mass transit.

Developments like Ponce City Market take advantage of a prime location along the Atlanta Beltline by offering free bike valet for its customers. Further up-town, Atlantic Station provides a complimentary shuttle service to bring customers to and from the nearest MARTA station. And in Buckhead, shopping destinations like The Shops Buckhead Atlanta offer four complimentary valet locations and personal bag valets to handle customer purchases while they continue to shop.  

Conveniences like these will continue to pop up across the city as the population becomes more dense and developers continue to follow the nation-wide trend of building less parking spaces within mixed-use developments.

Giving Customers What they Want

Across the board, mixed-use developers must continue to attract the right tenant mix to remain profitable in the growing market. And attracting those tenants early can mean the difference in achieving fully leased properties - or even whether or not they receive initial project funding.

As the demand for traditional retail options declines, mixed-use developers are looking to bring in more grocers as anchor tenants. It’s not surprising that in a foodie town like Atlanta - even those grocers are adapting to meet the needs of customers by allowing more food related co-tenants and providing expanded services for food delivery services within the properties.

Outside of food, open spaces for leisure and entertainment will also continue to grow in popularity as younger generations continue to demonstrate a preference for buying experiences over things. Check out our take on other amenities trends to watch for here.

Looking ahead, mixed-use developments will continue to thrive in Atlanta. In 2018 alone, building permits issued here accounted for $4 billion in growth. The key to ensuring profitability for these new developments will ultimately mean keeping them occupied and working with a marketing partner both in the planning stage and beyond will be crucial.

At infinitee, we’re into tracking trends that matter to our clients. For 30 years, our Atlanta-based agency has specialized in branding, marketing, strategy, print and digital media, video and photography. To see how our talented team can help your brand, call Jocelyn Smith, Founder & CEO at 404-231-3481, x119.

While location was once a key factor in attracting tenants and residents, a growing trend in best-in-class amenities programs and offerings is emerging. In an increasingly competitive real estate environment, attracting (and retaining) top-tier talent, tenants, and residents means giving them more – more access, more activities, and more amenities.

Today, we’re exploring amenities programs we’re watching and sharing what you can expect from this growing trend.

What’s Driving the Amenities Race?

In an age of same-day Amazon deliveries and smartphone apps that give us instant access to personalized recommendations, tenants, residents, and employees alike, we’ve come to expect similar experiences in our work lives.

The live-work-play model in real estate is one-way property owners and managers are addressing these demands and, in turn, shaping the growing trend in amenities. This model considers all of the activities employees complete outside of business hours and brings them into a centralized location within the properties themselves.  These properties, which are beginning to resemble communities more than commercial or apartment buildings, are also expanding services to meet the preferences of a changing workforce and personalize the services offered to them.

The Accesso Club is one such example. This new amenities program helps employees find a balance between their work and personal lives, and is available at all of Accesso’s premier properties nationwide as part of their membership. The state-of-the-art program provides access to fitness centers, personal development classes, tenant lounges, co-working spaces and even discounted event tickets.

Convenience & Concierge  

Employees are working longer shifts than ever before and the time allocated for outside activities is shrinking. With the explosion of Amazon and other instant access services, landlords are modeling similar programs to provide conveniences that enhance employee experiences. Some properties and communities are even offering concierge programs that give residents and employees the option of having an assistant who can run errands for them.

Fitness & Wellness

Onsite gyms that once boasted a few pieces of cardio equipment and free weights are being replaced with full-scale fitness centers complete with a wider array of equipment, classes, towel service, and even dedicated personal trainers. Yoga classes and meditation studios are becoming a new normal and access to nature and outdoor wellness areas are now included in even the most urban areas. Employees are not only benefiting from health and wellness centric  activities that often equate to less absenteeism – but they are also staying on property longer.

Eating & Experiences

Across the country, dining options are growing from simple grab-and-go carts to full-service, made-to-order bistros. Gourmet coffee shops and cold-pressed juice bars are only an elevator ride away, and food trucks and rotating vendors give employees access to regional and national food choices throughout the year. In many locations, smartphone apps communicate available food options and allow employees to order ahead of time.

Even after work, happy hours are now opportunities to stay – and play – for longer. Now employees can leave work, enjoy dinner from a variety of restaurants and even take in a round of miniature golf – all without leaving a single location.

Communicating the Changes

As more properties adopt amenities programs, the race to stand out will become even more competitive. The challenge for property managers and marketing teams will be not only identifying the most robust amenities programs to offer, but also creating innovative ways to market those offerings to new tenants, residents, and existing employees. Branding initiatives and onsite signage are just the tip of the iceberg for promoting these new services and developing comprehensive campaigns ahead of new program rollouts will increase employee adoption.

Old styles of communicating will be replaced with customized apps and integrated social strategies and a focus on leveraging technology will be paramount in meeting the demands of an increasingly tech-savvy workforce.

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At infinitee, we’re INto tracking trends that impact our clients. For nearly 30 years, our Atlanta-based agency has helped clients capitalize on trends with branding, marketing, strategy, print, and digital media, video and photography services. To learn how we can help your company, call Jocelyn Smith, Founder & CEO at 404-231-3481, x119.

If you are considering a rebranding of your organization – you are in good company. From tech startups to commercial real estate firms, many companies set out to elevate or refresh their existing brands once every 7 to 10 years.

Whether you need to update your brand to better serve the needs of your clientele or expand your existing brand to include new markets and services – as a company’s vision changes and evolves it may be time to consider refreshing the brand.

How do you know when a change is in order? Here are 5 signs it’s time to rebrand:

1. Your company’s brand identity has evolved

If your brand identity has evolved past its original mission, it’s time to consider an update. A dated logo or a company name that no longer resonates with your target audience can both signal the need to refresh the brand.

“With any rebranding exercise, it’s important to think about all aspects of your brand,” says infinitee Creative Director Michael Rivera. “Every brand has a unique story to share. This includes the visual identity, of course, but also all the various touchpoints that allow your customers to interact with your brand on a daily basis—and even how your employees communicate with those customers along the way. So it’s important to consider the brand story as a whole during the planning stages and develop a strategy that can be rolled out at every level of interaction.”

2. Your company has reached a milestone

In the case of companies expanding to new markets or celebrating major milestones, a brand refresh can signal to clients and investors alike that the brand has grown.

For Accesso, celebrating its 15-year anniversary with $3 billion in assets and 15 million square feet of commercial office space was the perfect occasion to develop a new corporate logo with a clean, modern, progressive appeal.

3. Your customers' needs have changed

Many businesses will reposition their brands to attract new customers and stand out to their existing audience base. If your company has acquired new products or undergone a merger, the diversity of your offerings may lead to confusion among your customers. Rebranding or repositioning parent brands can help alleviate any potential confusion.

Case in point: To stay competitive with other Class A office buildings, and as part of its overall rebrand, Accesso introduced a service – Accesso Club – to highlight its state-of-the-art tenant amenity program which is available in its buildings in major metropolitan cities.

4. Your company is under new leadership

Whether a new CEO has been brought in to expand the business, or alleviate investor concerns after bad press, changes in leadership can also signal a change to existing brands. It is not uncommon for a corporation’s identity package to be updated during such leadership changes.

5. You need to stand out from the competition

Finally, if your company’s name or brand is too similar to that of the competition, or if customers are confusing your company for another, it’s definitely time to consider a rebrand.

If you can relate to any of these signs to rebrand, it may be time to for a change. It may seem like a daunting task—but it doesn’t have to be. Working with an agency partner can help ensure a thorough discovery and brand audit, as well as a comprehensive approach inclusive of all the elements of your organization.

At infinitee, we’re IN to branding. For nearly 30 years, our Atlanta-based agency has specialized in branding, marketing, strategy, print and digital media, video and photography. To see how we can help your company, call Jocelyn Smith, Founder & CEO at 404-231-3481, x119.

Bain & Company is forecasting 4.8% to 5.2% growth in US retail sales this holiday season, which is significantly higher than the 10-year average of 2.9%. Macroeconomic indicators such as increases in total retail growth, low unemployment rates, rising wages and high consumer confidence, indicate this holiday season will send more people shopping. We hope this valuable INsight benefits your company and can assist in better aligning your retail brand and strategy. For strategic marketing services, visit infinitee.com.

infinitee team member, Vince Vitti, recently attended Interface Senior Housing's Southeast Conference in Atlanta, GA. Charles Turner, CEO at Invidia for Seniors, shared his thoughts on 5 disrupting elements impacting change in Senior Housing. This disruption is here today and here to stay. We hope this infographic will give you some insights so your company can adapt and plan to succeed in the face of these changes.

3 Days, 3 Messages, 30,000 Square Feet, and 37,000 Attendees

How infinitee Helped Client, Bridgeport Suffolk, Increase Brand Awareness & Generate Leads at ICSC RECon

infinitee client, BECO Asset, wanted to increase brand awareness about their new, 70,000 SF mixed-use development, Bridgeport Suffolk, at the ICSC RECon convention in Las Vegas. ICSC RECon is the world’s largest global gathering of real estate professionals making it the perfect place and time to announce the project. The goal was to generate leads by capturing device IDs during the conference and remarketing viewers for 30-days post RECon encouraging attendees to submit their emails to download a Fact Sheet and garner interest in the project featuring multifamily, retail, and office components.

infinitee capitalized on the opportunity to get in front of a highly targeted audience in one location for a short amount of time. A geofencing campaign was the perfect solution to capture the attention of 37,000 qualified people in 30,000 SF over 3 days.

(For those of you who have never experienced RECon… that’s a lot of people in a small space who are on-the-go for 72 hours straight!) We developed a series of 3 brand awareness ads to serve to this highly targeted audience attending the conference via geofencing parameters and captured a pool of device IDs for retargeting.

Remarketing messages were served for 30 days after the conference to re-engage viewers with a CTA to download the Fact Sheet for data capture. (FUN FACT: Only 2% of consumers will convert on the first visit. Retargeting allows for multiple touchpoints on consumers who have previously visited a website leading to stronger CTRs.)

Messages were cleverly developed for maximum relevancy at each touchpoint.

The brand awareness messages included:

1. New $60 Million Mixed-Use Development.
2. New 70,000+ SF Class A Development. Retail. Restaurant. Office Space.
3. New Mixed-Use Development. Walkable. Coastal. Local.

And the retargeting ad messaging included (note the CTAs at the end!):

1. New $60 Million Mixed-Use Development. Download Fact Sheet
2. N. Suffolk’s Newest $60 Million Development. (RECON)Nect About Bridgeport. Download Fact Sheet.
3. New 70,000+ SF Class A Development. Retail. Restaurant. Office Space. Download Fact Sheet.

In just 30 days, infinitee garnered:

• 415,202 Impressions
• 1,054 Clicks
• 0.25% CTR
• 1,715 New Website Users
• 2,287 Website Sessions
• 4,116 Website Pageviews
• And most importantly… 26 Leads (almost a lead a day!)

All in all, the geofencing campaign accounted for nearly half of the development pageviews from May 20 - June 20, 2018 making it a very successful digital campaign!

If you have digital or social media needs, email Chelsea Cannon, infinitee’s Director, Brand Strategy, at chelsea@infinitee.com.

Have you ever wondered about the best way to utilize digital media to promote an event? How do you optimize and integrate your website, social media, digital and/or mobile advertising?

We recently implemented a strategic digital media campaign using all of these options for the South’s standout food and wine event hosted annually at our client, Grand Boulevard, in Miramar Beach, FL. Let us explain….

Grand Boulevard, a $500 million lifestyle town center (and a client since 2000), approached us to strategize and execute a 7-month digital campaign to promote its flagship charity event, South Walton Beaches Wine & Food Festival. This festival is the premier wine and food event in the Southeast benefiting Destin Charity Wine Auction Foundation and we are so lucky our client is the venue. Each year we market the event and have a blast doing it (and attending)!

Situation

#SoWalWine offers over 800 wines, celebrity winemakers, chefs, craft beer brewmasters, and special guests plus performances by Nashville singer/songwriters and first-class wine and food seminars led by celebrities and winemakers themselves.

This year’s campaign goals were to drive ticket sales, increase website traffic, mobile, digital and social advertising and curated social media as well as email marketing. At a glance, the campaign achieved:

• 60% increase in overall website traffic

• 16% increase in ticket sales from 2017-2018 resulting in a sold-out event and a $20,000 charitable donation
• 15% increase in social media followers resulting in 15,200 net followers

• 3,830,000 Impressions

• Nearly 60,000 Engagements

Solution

We took an omnichannel

approach from start to finish and achieved these amazing results by implementing a very strategic digital media campaign through:

• Mobile advertising based on proximity, behavioral and retargeting campaigns strategically planned to capture and convert new audiences attending similar events in the top 15 locations of historical ticket purchasers 

• Digital advertising utilizing programmatic display campaigns based on behavioral, contextual and remarketing parameters as well as site direct with pre-established media partnerships 

• Social media advertising through diverse Facebook and Instagram placements and strategically targeted to followers, remarketing, lookalike and custom audiences 

• Curated social media through Facebook, Twitter and Instagram postings centered on event characteristics and ticket sales including targeted outreach with festival vendors, entertainment, sponsors and attendees 

• Email marketing distributing a series of email messages from previous attendees and ticket purchasers as well as acquired subscribers from website traffic 


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Results

Here’s a r

eview of our results from this integrated, highly strategic campaign:Website Performance

• 28,500 Sessions
• 46,330 Pageviews
• 84% New Users

Mobile Advertising

• 1,600,000 Impressions
• 10,230 Engagements

Digital Advertising

• 960,600 Impressions
• 830 Engagements

Social Advertising

• 740,500 Impressions
• 20,000 Engagements

Curated Social Media

• 16% Growth in Followers
• 360,000 Impressions
• 26,700 Engagements

Email Marketing

• 2,500 Recipients
• 1,600 Unique Opens
• 500 Clicks to the Website

The best feedback... our client said “We have never had this much money in the bank this early. This is the best year of sales we’ve ever had and we believe it’s because of the digital strategy.”

Better yet... the all-in budget for this campaign was only $30,000.

And even better yet… We’re able to use all of the device IDs we captured last year for the 2019 festival campaign, requiring a lower advertising investment!

So if your goal is to sell out an event on a minimal investment, improve the bottom line year over year, and “have more money in the bank early on”, give us a call and let’s get the best plan in place for you.

Email Vince to learn more and consider joining us at sowalwine.com next year!

This blog was written in partnership with April LaMon of Alosant. We recently had the pleasure of partnering with Alosant on a joint project and look forward to many more opportunities in the future..

FACT: Nearly 80%[1] of Americans own a smartphone connecting them to the rest of the world. Imagine if those smartphones could connect people to your community - your shopping center, mixed-use development, office building, apartment, residential community. We’re talking beyond getting directions and seeing hours of operations. We mean connecting your customers, your residents, your tenants, in the most personal ways possible, by anticipating their behavior.

Let us introduce you to Alosant. Alosant uses advanced mobile technologies to create community faster.

The Alosant App is the only customizable app using AI & AR to humanize the connection between people and place. With over a decade of experience in consumer behavioral analytics, AI, and AR technologies, Alosant has demonstrated expertise in bridging the gap between powerful technology and real human connections.

Alosant has put a stake in the ground in wanting to ‘own’ the mobile experience for creating community, whether catering to prospects who want to self-discover “what it’s really like”, delighting buyers with seamless connection, or igniting advocates who refer others to your community.

If you’re considering a customized app for a residential community, mixed-use development or commercial real estate property, you should consider these 3 ways to create personalized experiences that deliver on lifestyle and hospitality promises.

1. Alosant Assistant™

The Alosant Assistant anticipates routine transactions such as creating, reminding and confirming reservations and requests. Users can easily make a reservation for a wine tasting event or alert management of a leaky faucet in their building. The Alosant Assistant is designed for personalization and ease of use, creating seamless connections. Alosant Assistant takes full advantage of the inherent functionality in mobile devices whether connecting to other native apps, like maps and calendar, or through push notifications to user segments. Who wouldn’t want to try this!

2. Alosant AR™

Alosant AR™ utilizes proximity triggers in the community, building or space that recognize when an app user is nearby. It provides developers and retail owners the opportunity to alert residents, tenants and visitors of available amenities, specials, events, and more. Imagine that an app user is in a tenant restaurant, Alosant AR sends a push notification to the user acknowledging the guest’s arrival and ask them to wait in the bar until their table is ready.

Alosant AR also complements the sales process for prospective residents. Answer a few short questions and Alosant designs a self-guided tour of your community putting it in the best light for that prospect... even while under construction. If you’re frustrated by prospects who jet past your welcome center, trust Alosant to create a fully branded community experience tailored to their interests.

3. Alosant For You™

Instead of waiting — and hoping — that users scroll through all the features within the app, Alosant recognizes user preferences and optimizes their experience based on in-app activity, movement within the community, and profile settings. The curated Alosant For You feed puts suggestions in their path, saves events for future consideration, holds reservations and tracks progress on requests through completion. Developers can target certain amenities and events to specific users types in the community, such as new restaurants, reserve-able spaces, fitness classes or tennis courts, to name a few.

Try It!

Imagine your own community members signing up for yoga classes, making reservations at a restaurant, or connecting with one another through the app and in-person. Alosant is a native app platform for iOS and Google formats, mobile phones, tablets, and browser versions.

Want to take a closer look? Email or call Vince

at 404-231-3481, x114 for a formal introduction to Alosant, or reach out to them to arrange a demo today to see just how flexible and customizable a platform can be.

[1] http://www.pewinternet.org/fact-sheet/mobile/