Challenge
Once a bankrupt property, we helped to reenvision the community brand and transformed Tehaleh into the best-selling new home community in the state of Washington. The community provides residents with meaningful connections to nature and the great outdoors.
Solution
Community brochure, tour guide + trail map An unconventional twist on a traditional brochure. Community information is presented in a grab-and-go environment, hinting at the outdoor adventure that awaits. The self-contained collateral package is hung upon branded carabiners, and includes a brochure with community and area maps, plus a resident favorite—the trail guide. Printed on water-resistant and tear-resistant stock, the trail guide was designed to last outdoors in the Pacific Northwest. Plus, it fits in your pocket! Print Campaign The brand campaign highlights real moments in Tehaleh through a collection of quotes from—and photos taken with—actual Tehaleh residents. Print ads were segmented by the three top buyer groups in the region. Video: Tehaleh in One Word We held interviews with real residents to narrate their true stories of community. We captured authentic lifestyle footage of the neighborhoods of Tehaleh and combined those visuals with the residents' voices to create this evocative piece. The impressive results included increased CTRs and the highest completion rates in the Newland portfolio, which included videos a quarter of its length. Tehaleh Harvest Day What started as a one-time grand opening celebration turned into an award-winning annual festival—bringing more than 5,000 home shoppers to the community. It’s a day filled with fall festival magic as kids speed past the treetops on a zipline, race remote-control boats, and get some epic face painting. The event took on a brand of its own as residents and visitors embraced and shared the celebratory spirit. In more recent years, we found that the limited edition (and super soft) t-shirts and stickers that started out as incentives to RSVP had become sought-after collectibles. Tour of Homes Promotional Campaign To alleviate the time-starved burden of our home shoppers, we created Tour of Homes—a biannual event unlike any in the marketplace. Shoppers had the opportunity to tour model homes—both new and resale—all in one community, versus driving all over King County.
Results
Each year, the attendance grew by hundreds, every event breaking the previous year's record, most recently culminating in 5,500 attendees and nearly 1,000 RSVPs. Tehaleh Harvest Day was named Best Festival 2 years in a row by South Sound Magazine. The result was astounding and applauded as the "BEST... EVENT... EVER!" from builder partners. Participation dramatically improved from previous promotions. Sign-ups increased by almost 100%, and the community saw an 80% increase in onsite traffic.
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