Project Overview
GreyHawk Community
Solving the omnichannel challenge to launch a residential community for GreenPointe Developers in a rapidly-transforming region.
Challenge
GreenPointe Developers has partnered with ruckus since 2016, developing campaigns for many of its 15 master-planned communities in Florida. In 2018, GreenPointe engaged ruckus to launch its 500-home community GreyHawk. Built in south Jacksonville, GreyHawk found itself surrounded by other new communities vying for the same buyers.
Services Provided
- Brand & Campaign Strategy
- Acquisition & Content Strategy
- Media Planning
- Traditional, Digital & Social Campaigns
- Website
Solution
Ruckus launched a campaign to attract realtors and new home buyers through a strategy highlighting the community’s strong focus on family amenities, natural recreational opportunities and availability of homes priced for a diverse range of buyers. The campaign included efforts to reach this diverse audience, including outdoor ads, radio spots on stations serving a variety of demographics, phased emails, paid search and social media efforts. In addition, free public festival events were conducted to encourage neighbors and prospects to experience the family-friendly lifestyle of GreyHawk.
Our Results
Sold out phase 1 in 36 months. Attracted 33 million online impressions, delivered at 67% of industry average cost.
What Clients Are Saying
“From the moment we announced the buildout of this new community, the ruckus team provided partnership, expertise and creative excellence to every aspect of our work together, bringing the community vision to life.”
Gaynelle James
GreenPointe Marketing Director
