Hearthstone

Date
Category
Census Building
About This Project

Interim Census Building

Situation

In ensure project viability, The Hearthstone needed to secure 11 deposits prior to breaking ground on The Cove East, a new condominium-style community consisting of 22 upscale units in Seattle’s Green Lake neighborhood.

Action

We developed a print, direct mail and online campaign that focused on the extreme rarity of this new community in a prime location. The concept compares this unique opportunity with something that is also very rare: Capturing a glimpse of the legendary Green Lake Mermaid. This edgy, highly creative campaign couldn’t be ignored.

Results

While the marketing team planned to use this campaign for a 12-month period, the unprecedented level of response accomplished their goal in just 90 days! Two open house events generated 260+ attendees and resulted 15 pre-sells. A $35,500 marketing investment resulted in $8.9 million in deposits for all 22 units. We calculated a 250:1 ROI for marketing dollars spent.