Master Planned Development
McKinley Beach
McKinley Beach is Kelowna’s only master planned lakefront community. Spanning over 400 acres, the development spearheaded by G Group and North American Development Group (NADG) is a multi-phase development with lots and properties that look out over the beautiful Okanagan lake and valley.
The initial phase included lakeview lots that spanned up the hillside area of the community with subsequent phases including townhomes, a commercial Hilltown community, lakefront property, vineyard, small home community, and more.
mission
THE 2019 REBRAND
The McKinley Beach brand evolved from being a community that featured mostly single family lots with custom-built homes and a focus on an upscale clientele, to become a more well-rounded product offering that includes smart-sized homes, townhomes, and commercial offerings that have a broad-based appeal.
In 2019 a new brand was pitched to the McKinley Beach development. This rebrand, dubbed ‘Our McKinley Beach’, would incorporate the development’s growth while also appealing to the residents that call the community ‘home’. By adapting the same branding across all marketing channels and targeting more people at various stages of life’s journey, we were able to capture quality leads and traffic for the client.
design
CHALLENGES
McKinley Beach, as a brand, has evolved from one of an amenity based lifestyle to one of community and location-based amenities that appeals to individuals, couples, and families, at all stages of their life journey.
As such, the design esthetic had to evolve with the central theme of the brand.
mission
APPROACH
With the focus being on multiple demographics we took each product and selected a specific photo of a family/couple to go with it to highlight a certain demographic.
The blue colour established in older phases of the brand were kept as it had become well-established and recognizable in the community. The main update in terms of colour was found in the photos of the demographics.
We chose to go with black and white to create a unified look and feel for all demographics. The product shots offered a little pop of colour and helped make them stand out.
solution
ingredients
Products
demographics
Message
solution
CREATIVE
A cohesive and inclusive campaign was created, customized to all the target demographics of the client.
the numbers
Measurements & Metrics
Results from both organic strategies and paid advertising was measured through a variety of tools, including Google Analytics, tracking marketing qualified leads through the submission of website forms, native advertising forms, and call lead tracking.
Organic Growth
and Organic Content
overview
We created organic opportunities through the McKinley Beach website by optimizing the copy with keywords that would help the site rise to the top of search results. We supplemented this with press releases that drove traffic to the site, and continued on-site optimization with monthly keyword-enriched blog articles.
results 2018-2019
Average search position
Increase
0
%
Click Through Rate:
Increase
0
%
Site Click
Increase
0
%
Search Impressions:
Increase
0
%
Average search position
Increase
0
%
Click Through Rate:
Increase
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%
Site Click
Increase
0
%
Search Impressions:
Increase
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%
Pay-Per-Click Advertising
overview
We did a complete reconstruction of the ad account, overhauling search advertising targeting, bid strategy, and placements which resulted in vast improvements across the entire account, increasing lead traffic to Our McKinley Beach by 10%.
results 2018-2019
Leads:
Increase
0
%
Cost Per Lead:
Decrease
0
%
Total Ad Spend:
Decrease
0
%
Conversion Rate:
Increase
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%
Cost Per Click:
Decrease
0
%
Click Through Rate:
Increase
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%
Website Development
And Updates
Overview
We created a campaign landing page, and supporting sub-landing pages for each of the developments. The homepage was updated with new navigation that focused on the campaigns and target demographics. Easy-to-fill forms were deployed on all development pages and campaign pages for easier goal completion.
results 2018-2019
Goal Conversion Rates:
Increase
0
%
Average Time on Page:
Increase
0
%
Site Clicks
Increase
0
%
Highlights
- Performance improvement across all channels.
- Doubled the number of sales leads.
- Increased awareness across target markets.
- Contributed directly to sales for the McKinley Beach development.
- Marketing campaign of the year finalist in the 2019 Kelowna Chamber of Commerce Business Excellence Awards.
Conclusion
It’s the nature of a brand to be ever evolving, so it’s important that the marketing strategy reflects that evolution. By compartmentalizing the campaign to specific demographics, we were able to target marketing efforts more effectively and create a streamlined campaign that generated not only more traffic, but also increased high quality leads for the McKinley Beach sales team.
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