BACKGROUND
Dorchester Towers is a rental building originally constructed in the 1960s. It continues to have an excellent reputation due to its ideal location and the numerous upgrades it has gone through over the years. We were brought in by ownership and their marketing/sales team, BHSDM to develop a brand and integrate it into a multi-faceted marketing campaign.
CHALLENGE
The challenge was clear. While the building has much to offer, it isn’t new construction and it doesn’t offer the amenities package that are standard in new buildings today. We made 2 decisions right from the start—
- 1) We needed to differentiate the condo units from the rentals, so we opted to use the street address, which has an elegant flare, and gives the property a fresh start.
- 2) We knew we had to sell the neighborhood as much as we needed to sell the building, since it offers every convenience and amenity that a city dweller could want.
TOOLKIT
- Brand development
- Website
- Ebrochure
- Neighborhood guide
- Videos
- Photography
- Floor plan shells
- Fact Sheet
- Eblasts
- Digital ad content
- Branded tote bag