3550 South Ocean
We were contacted by a former client who joined 3550 South Ocean as a developer representative. The developer was having trouble moving the 30 units in this boutique building on the ocean in South Palm Beach. Based upon past experience, the client knew she could count on Pace Branding & Marketing to come up with a strategic plan that could get the residences sold.
Building a Brand Identity
After careful review of the current advertising assets, we found the messaging was inconsistent with the benefits of the building. We immediately embraced the partnership with Eau Palm Beach and repositioned the oceanfront views to ensure that the consumer experience was in line with the marketing experience. This was especially important because there were not many units with direct ocean views even though the building is on the ocean.
Pace advertising embarked upon a digital media campaign that is fully trackable based upon the consumer journey. In addition to the digital media spend we worked with our media partners to obtain value added media exposure for our client. Pace delivered 40% value added with our negotiations and media relationships to extend their existing budgets to target incoming feeder markets as well as local.
The Pace media and creative teams came up with a strategic marketing plan to ensure direct targeting to a luxury audience, revamped the website to optimize leads, and refreshed the creative within the first 30 days. Eighteen months later, the project is nearing sellout with 20 units sold for over $54M.