North River Ranch is the flagship master planned community for Neal Land & Neighborhoods, offering a fresh approach to development in southwest Florida unlike anything in the market today. Preliminary efforts to develop an identity for the community were made, but a different and more strategic approach was needed to more accurately represent the collective vision of the master plan. Walker was engaged to develop a more authentic, distinctive and strategic positioning for the community that would serve as a springboard for future brand, marketing and advertising initiatives.

Objectives

• To establish a strong brand positioning for the community that would serve as the foundation of the brand across multiple phases of development
• To develop a marketing communications plan that would help drive interest and leads to each of the North River Ranch builders

Strategy

Walker developed the narrative and master brand that championed the developer’s vision of living life to its fullest, and provided the critical strategy necessary to position the community as one of the most sought-after destinations to live in North Manatee County. From the brand identity, signage and a robust community website to a dynamic creative campaign that included digital and social media, the brand expresses the developer’s vision and is evident in all the branded touch points, imagery and messaging which further differentiates it from the competition and will help drive sales efforts.

Services

• Brand strategy
• Identity and tagline
• Brand concepts
• Brand and marketing plan
• Signage and wayfinding
• Website
• Advertising campaign
• Media buying
• Community guide
• Digital and social media marketing
• E-newsletter program
• Welcome kiosk
• Public relations
• Events

Success

Since the campaign launch, the brand communications efforts have generated more than 1,000 registered leads and almost 100 sales in under six months. Annual sales goals were exceeded in its opening year, with momentum continuing to build.