Description: Florida’s impressive roster of high-end developers would be incomplete if Newland Communities was not listed among its top companies. The firm’s fresh and galvanizing concepts in planned community environments have become a legendary draw for prospects. Newland has a well-known reputation for envisioning and developing some of the most highly sought after properties in the state.
Target Audience: Newland has numerous unique properties, each of which has its own character and price points. Homes and townhouses within their properties offer the consumer a wide range of choices in design and style. The target audience is primarily 35-55 with an emphasis on family values. The average consumer is familiar with Newland’s strong reputation for quality and attention to details within their communities, but the geographic area has several other equally desirable developers with which it must compete for market share.
Situation: Based on Zelen’s experience with similar companies in the region, Newland initially approached the marketing communications firm to brand and promote an event facility within one of their regional developments. In addition, Newland needed assistance with consulting to help them clearly understand how to run the day-to-day tasks of running such a property.
Solution: First, Zelen brought outside functional experts into the project to help instruct the management team in an array of business-related processes. Simultaneously, Zelen developed a spectrum of marketing materials, from print advertising to a web presence, to successfully establish a self-sustaining facility.
Results: Because of Zelen’s success with this initial project, Newland enlisted them to do numerous other projects, including the creation of MiraBay’s realty company. Zelen again was asked to partner with the fledgling business and help to get off the ground, which they did with flying colors.