Background
K. Hovnanian Homes, one of the nation’s largest homebuilders wished to pique interest and stimulate sales for The National at Old City, a new Metro Living community in Philadelphia. To do this we created a special event which benefited MANNA, a nonprofit in the region that provides meals to people suffering from HIV/AIDS and cancer. We worked closely with the homebuilder’s and MANNA’s representatives to plan and execute the special event. The public was invited to tour the homes of a dozen homeowners for a $10 donation to MANNA. An additional donation was provided by the homebuilder to MANNA. Using the event as a news peg, we developed press materials including the Tours-for-$10 press release and arranged substantial media coverage.
Results
Our efforts greatly increased sales inquiries, foot-traffic and heightened awareness for this new metro community of lofts and townhomes. Dozens stopped by the sales office that day for information, complimentary T-shirts and copies of Philadelphia Magazine.
We arranged more than 20 placements with area media including The Philadelphia Inquirer, WCAU-TV (NBC), KYW (CBS) Radio, Philadelphia Daily News, the Philadelphia Business Journal and DailyCandy, an e-newsletter with over 2 million subscribers. Here’s the Philadelphia Daily News story: Stop Hunger & See National treasures – all for just ten bucks and the feature in DailyCandy: The Weekend Guide