May 8-10, 2017Huntington Beach, CA

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Understanding the Current Marketing MarketplaceSteven Ozbun

How Social Are We?

Meet MEVO

Effectively Communicating the BrandDana Pate

LET’S BE REAL

Profile Photo Tagged Photo

LET’S BE REAL

Pinterest #PinterestFail

CASE STUDY ONE: SOLARIS KEY

SETTING THE STAGE

Background:

• 426 units• Clearwater, FL• Concept:

TRUE RESORT LIVING

EYES ON THE TARGET

Target Demographic:

• Age: Late 20s-Mid 30s AND Early 50s-Mid 60s• Occupation: Healthcare, Military & Retired• Average Household Income: $80-120K

GET INSPIRED

THE BRAND

CASE STUDY ONE: SOLARIS KEY

BEORE

MARKETING THE LIFESTYLE

IMAGERY = REALITY

AMENITY ACTIVATION

BEORE

AMENITY ACTIVATION

BEORE

AMENITY ACTIVATION: GROUP & PERSONAL FITNESS

BEORE

AMENITY ACTIVATION: EVENT STYLIST

BEORE

PROMOTIONAL ITEMS

BEORE

PROMOTIONAL ITEMS

BEORE

GEOTARGETED ADS

BEORE

RESULTS

True Demographic:

• 48.32% Male | 49.87% Female• Relationship Status: 42.65% single | 30.15% married

5.67% divorced/separated | .09% widowed• Occupation: 14.05% retired/unemployed

12.19% healthcare | 8.06% professional • Age: 34.47% 26-37 year old category • Average Household Income: $103.254

RESULTS

BEORE

Leased at $1.63 ft2 VS Submarket’s $1.40 ft2

80% 84%

Occupied Leased

CASE STUDY TWO: STACKS ON MAIN

BEORE

SETTING THE STAGE

Background:

• 268 units• Nashville, TN• Concept:

BE EAST NASHVILLE

TARGET MARKET

Target Demographic:

• Age: Mid 20s-Early 30s• Occupation: Healthcare, Arts & Entertainment,

University Affiliation • Average Household Income: $65-95k

GET INSPIRED

THE BRAND

CASE STUDY TWO: STACKS ON MAIN

MARKETING THE LIFESTYLE

CUSTOM PHOTOGRAPHY

CUSTOM PHOTOGRAPHY

NEIGHBORHOOD-CENTRIC VIDEO SERIES

ORIGINAL MURAL WORK

FOCUS ON THEIR “KIDS”

SHOW PROGRESS: TIMELAPSE VIDEO

SHOW PROGRESS: DRONE TECHNOLOGY

TEASER CAMPAIGN

You don’t always haveto be so obvious.

•28k sq. ft. perimeter = $225 •30 day campaign

TEASER CAMPAIGN

SOCIAL ENGAGEMENT

Where is your audience?

• East Nashville ClosedGroup on FB

• 26,300+ Members

SOCIAL ENGAGEMENT

SOCIAL ENGAGEMENT

RESULTS

• 8.58% CTR• $2.13 Avg CPC

RESULTS

• Branded Search Term on the Rise

RESULTS

So far…

• 455 leads in 60 days• 10 leases in first 15 days of hard-hat tours• Set aggressive goal of 70 leases before

Sept. 1 move-ins• Leased at $2.05 ft2 = Submarket’s $2.05 ft2

THINK OUTSIDE THE BOX

Content Marketing That Communicates Your BrandSparkle Allen

Content marketing

generates 3 times as many leads as traditional outbound marketing but

costs 62% less.

-Demand Metric

CONTENT STRATEGY

CONTENT STRATEGY

consistent high-quality content

CASE STUDY: PEPSI

With fickle consumers, strict industry requirements, and a tough economy, Pepsi needed a way to continuously engage their millions of fans, spread across 70 global markets, as well as find and grow more customer segments.

In Other Words… They Needed To Sell The Fizzle

CASE STUDY: PEPSI

CASE STUDY: PEPSI

The Results

89% increase in monthly page view growth

38% increase in monthly visit growth since launch

+22x boost in social traffic

CONTENT STRATEGY

your audience

CAPTIVATE

Tesla Motors has no advertising, no ad agency, no CMO, no dealer network. And that’s no problem.

-Advertising Age

CAPTIVATE

CAPTIVATE

CONTENT STRATEGY

Build a community of true fans and evangelists

COMMUNITY

COMMUNITY

1. Made a mundane cycling exercise seem extraordinary

2. Tapped on the idea of collective experience

3. Instructors are more than just that – they are also entertainers, role-models and friends

4. Created a strong community via their website and social media

5. Had a strong story to tell, and told it consistently

COMMUNITY

COMMUNITY

CONTENT STRATEGY

your audience into paying customers

CONVERT

CONVERT

Starbucks gross revenues jumped by $740 million, or 18 percent, from $3.82 billion in the 2014 fiscal year to $4.56 billion in the 2015 fiscal year.

CONVERT

IN CLOSING

“That’s what makes great products.

It’s not process, it’s content.”

THANK YOU J