Page 3 - Ashville Park Marketing Manual

I. Introduction & Objective
The Ashville Park marketing department develops and manages a Master Marketing Program (Program) which is funded through a combination of developer participation and builder participation fees. The intention of the Program is to collectively promote the overall community, the amenities, and the lifestyle offered by Ashville Park through advertising, social media, a community website, events, signage, and public relations. It is intended to integrate with and supplement each builders individual sales and marketing efforts, however it is not intended to replace it. Advertisements, sales and marketing efforts pertaining to the homes remain the responsibility of each individual builder. The level of master marketing activity is subject to change and review by the developer based upon market conditions.
The objective of the Master Marketing Program is to:
• Enhance the overall image and value of the community • Increase awareness of the community.
• Attract qualified target audience to the community.
Our goal is to work cooperatively with our guest builders to leverage collective skills and resources and best promote the community. Sharing information and working collaboratively best enables us to create meaningful communications. In that effort, the Ashville Park Master Marketing Handbook is provided as a tool for our builders, their sales agents, marketing teams and merchandising consultants. This Handbook outlines the various elements of the Program and clarifies the responsibilities of guest builders.
Builder Model Homes
Model homes serve as an important tool in generating home buying traffic to Ashville Park and showcasing the quality product offered by our guest builders. Consistent and reliable availability of models is integral to the marketing experience and sales success. For this reason, Ashville Park builders are required to construct and operate a minimum of one professionally designed and fully furnished model home. Further, a sales professional shall be onsite during the model home hours to meet and greet prospective buyers upon arrival. Three fully furnished models are encouraged and preferred. The hours of operation shall be coordinated with the marketing department so as to match (or closely match) the hours of operation of the Ashville Park Discovery Center as well as other builder’s model homes. Model homes are to be operated during regularly scheduled hours during the entire term of the builders sales efforts. Builders may coordinate the model closing as they approach the last few home sales in the neighborhood.