Analyzing how the CDP sales team handles new prospects and depositors provided insight to the strategic planning of the lead generation program and media plan. A ‘Touchpoint Marketing Program’ was developed and implemented, categorizing each individual who responded to initial marketing efforts. For each touchpoint, highly targeted marketing materials were created and sent to prospects based on their level of interest and other qualifying factors.
A corresponding traditional and online integrated campaign was also implemented to highlight the benefits of each property to local residents and migrating ‘snow-birds’ alike. The complete program allowed consistent communication of the Ocean Hammock brand and helped nurture prospects until they were ready to purchase.