It took nearly ten years of planning before Shea Homes and Pulte Homes, went from a successful purchase of the historic ocean-front property to the date that the first residents moving in.

In those almost ten years, Gauger + Associates’ agency services ranged from creating messaging during the entitlement process to staging the grand opening event, which brought thousands to the site.

Results

• The grand opening event planned and executed by Gauger + Associates drew thousands of people to visit the model homes, featuring local food trucks, a ribbon cutting by the Mayor, radio coverage and the creation of a giant sand castle by the Guinness World Record holders for the largest sand castle.
• Sales projections have been significantly exceeded.

Tactics

• Strategic Planning    
• Web Design
• Video Production
• Brochure Design
• Multi-Media Advertising
• Public Relations
• Environmental Graphics, including sales displays and signage
• Event Marketing

The communications strategies targeted the local move-up buyer, tele-commuters from Silicon Valley, empty nesters and the second home market. We succeeded at attracting each of these buyer segments through a multi-media campaign consisting of online, print, radio and outdoor advertising.

Additionally, public relations played a key role in gaining non-paid media through feature stories in local publications, online placements, local television, and even national coverage on NPR. PR also helped gain valuable awareness for the sustainability initiatives, which resulted in the development receiving a Catalyst Award from the State of California for environmental sustainability.