I know it's ugly, but that's what you are dealing with!

I know it's ugly, but that's what you are dealing with!

latest video influence [pick one]


Wednesday, October 3, 2007

DiVosta Homes Marketing

Director of Marketing - DiVosta spokesperson.
- Provided marketing and PR for 1,500 homes sales per year.
- Re-branded DiVosta Homes. Brand awareness 86%.
- Built in-house Marketing-PR Department. Saved $2 million first year, additional $3 million second year.
- Built first DiVosta website.
- Introduced Search Engine Optimization and Web/E-Commerce marketing.

Re-branded DiVosta Homes. Results = 86% Brand Awareness and new "fit" with Pulte Homes family.

VillageWalk at Lake Nona Website
Created microsites to have a community based website as part of the mix, include rich media ,and fewer clicks to content, downloadable brochures, and registration.

Anatomy of a DiVosta Home Radio Spot
I used a child VO a lot because it gets attention, it's easy to make an emotional appeal that connects with homebuyers, and the natural humor delivers the message without SCREAMING LIKE A CAR RADIO COMMERCIAL. Results = When I wore my DiVosta logo shirts around town, people would stop me all the time and sing the DiVosta Built-Solid jingle to me. It helped deliver the 86% brand awareness in the market. That's market influence.

JD Power #1 Award 6 years in a row! Commercial from year #2.
Objectives for the spot:
1) Announce JD Power Award and introduce new DiVosta brand.
2) Let our employees know we appreciated their effort to satisfy customers.
3) Thank our customers for voting us #1.
Results = Let me know... do you think we achieved the objective?

Outdoor Signage Billboards
I purchased hundreds of billboards in the state of Florida and created a new signage standard for Pulte in Florida. Results = Consistent, recognizable brand boards and more traffic at our sales centers.

Magazine and Newspaper Avertising
This was part of my hurricane campaign for Built-Solid homes by DiVosta. Our traffic went up, compared to other builders, every year during hurricane season. These ads helped deliver the brand proof points that make DiVosta a powerhouse and "hero" in the market. Consumers think of DiVosta Homes as a miniature shelter right before a hurricane. They all try to go stay with a DiVosta homeowner during a storm. You can’t have better brand action than that.

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