Lombard, Ill.–Bob Ward Homes has retained Stevens & Tate as its agency of record. With this position, the firm will handle media planning and buying services for the Maryland home builder. It will enact digital advertising campaigns and a lead nurturing program. Stevens & Tate has also been charged with creating promotional concepts and refining the company’s brand message.
The Strategic Marketing Plan
To unify all efforts, Stevens & Tate developed a marketing plan that incorporates outreach advertising to attract new prospects and communications to the home builder’s database of leads to move them through the buyer’s journey. Outreach in the Baltimore metro area including Harford, Cecil and Carroll counties includes intervals of promotional messaging spread throughout the year to drive visitors to model homes. Recommendations reflect today’s home-shopping behaviors with an ongoing digital presence. Bob Ward Homes and its multiple communities are found when consumers are searching online or through social media. Print, digital and email ads are designed to reach specific audiences. Targeting ads geographically and behaviorally will increase efficiency. In addition, bursts of broadcast media, like radio, build brand awareness in a larger geographic area.
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On The Creative Side
Stevens & Tate’s team developed a fresh look and feel for Bob Ward Homes that builds on the home builder’s brand. Promotional ads are vibrant to be eye-catching and offer limited-time offers to compel buyers to act now. The lead nurturing program often reaches out to past on-site and online visitors to keep Bob Ward Homes top of mind during a long sales cycle. Messaging speaks to the buyer’s journey since it provides educational information relative to what is happening in the world today as well as with the company.
About The Home Builder
Bob Ward Homes is one of the largest home building companies in metro Baltimore and holds a high reputation. The company has earned many local and national industry awards for its standards of excellence. Their homes reflect their impressive fit, finishes, and designs.