LET ME TELL YOU ABOUT US:
To market, sell and build a uniquely compelling second home resort community that adheres to environmentally and socially responsible business practices and fosters sustainable, life enhancing experiences. The resort will provide exceptional life enhancing experiences for its owners, an acceptable return on investment for its developers and great value for all stakeholders.
HERE IS WHAT WE NEED:
Leverage emotional and lifestyle cues that drive passion with predominantly affluent consumers. Find the correct balance between being regionally authentic and reaching the key emotional touch points for a unique brand story.
Create a unified umbrella identity system for the resort that celebrates the regional heritage and effectively translates the destination experience.
Establish an effective brand identity to communicate the key brand attributes, enhance flexibility for multiple applications, and enhance the sustainability messaging as a key sales vehicle.
Most of the competitive projects have become overwhelmed with the costs of amenities, land, and construction. They are large in scale, expensive and focused on delivering the highest level of luxury. These properties were designed and developed in unique economic times when bigger, more expensive and more luxurious was perceived as better and more desirable.
Based on our belief that the future customer will be price sensitive, focused on economic, social and environmental sustainability as well as a changing consumer ethos that places a higher degree of importance on experiences over possessions we believe that our value proposition will be well positioned to match the priorities of our target segments.
Definition of Value Proposition: (for more information and detail see marketing ppt and land stewardship strategies)
OUR TARGET AUDIENCE IS:
All of the people effected by the economic downturn who are re-assessing their priorities with a much more conservative way of life. They are placing a new value on possessions and assets.
Married couples with grown or no children (45 to 65 years, >$150K). Primary market in BCS, representing approximately 70% of current sales activity.
Power Couples with no children, highly educated (25 to 44 years, >$150K). Somewhat represented at existing projects in BCS, but much less so than older married couples.
Older singles and single room mates. (35 to 64 years, >$200K). Highly educated and very strong demographic clout. Alternative and active lifestyles.
WE LIKE THESE DESIGNS:
Key Design Objective: Communicate the Value Proposition in a uniquely compelling way that accomplishes the following:
1. Is Authentic
2. Excites the Imagination
3. Inspires People to Participate
WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:
Azul de Cortez
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