No… we’re not breaking ground on a new office… yet.
Instead we’re really happy to write this post because it means that a multi-touch point campaign is in full-blown launch mode for Chicago-based affordable home builder Breaking Ground.
Breaking Ground approached us in late 2008 to create some branding elements that would be used to promote their brand, their services, and of course, their homes!
They already offered very useful home-buying seminars that walk buyers through the steps of the process – what to expect. They also already had impressive home sites for would-be buyers to see, along with floor plans and testimonials to attest to the kind of quality organization that Breaking Ground is.
So what did they lack?
A visual reference to sum it all up: Branding. They lacked the visual elements for their prospects to see and know “That’s Breaking Ground…” Enter: D&A Design. We created a very simple, straight-forward messaging campaign using a visuals that had been loosely used in the past. We simply re-purposed and polished what they had, and the process was cost-efficient and fast.
Bottom line: Breaking Ground is a company that had everything in place, working like a well oiled machine, but they just needed a face for it all. The branding D&A Design created is simple the face that prospects can now see and associate with this great company.
Here is what we created:
- Transit Media: Signage used in Chicago transit (trains, buses, etc.), specifically on the south side routes.
- Home Site Media: Signage hung on the fence surrounding a Breaking Ground home site.
- Billboard Media
- Magnets: Given out to prospect buyers to place on their refrigerators – or wherever – to be reminded of Breaking Ground every day.
It all ads up to an effective campaign that Breaking Ground can re-purpose when a new advertising opportunity arises. Instead of trying to be clever each and every time, they have strong, consistent branding to use over and over on multiple touch points, multiple media – which is also very cost effective.
