COMMUNITY MARKETING

Definition

Community Marketing

• Designed to engage various members of the community.

• It is all about networking and setting up events that encourage sales counselors to partner with homeowners, prospects, realtors, community leaders, school officials, and business leaders.

• Designed to partner with organizations, build relationships, and not just sponsor them.

Goals & Objectives

•Introduce sales counselors to community leaders

•Highlight Fischer Homes’ commitment to the communities where we build

•Provide strong networking opportunities

•Increase PR activities

•Generate referrals and leads that can help drive prospect traffic

•Provide Fischer Homes with a strategic competitive advantage

•Create grassroots, word of mouth marketing

Community Roadmaps

•Each community will have its own roadmap that details all marketing activities quarter-by-quarter

•This is maintained by the sale counselor

•This is an active document that is continually changing

Community Marketing Ideas

•Realtor Luncheon – high end food, targeted

•Community Leader Luncheon

•Event for FH Vendors

•Groundbreaking/Ribbon Cutting Ceremony

•Holiday Event

•Block Party

•Book Club Meeting

•Scrapbook Meeting

•Baby shower

•Wedding shower

•Moms groups

•Tie to local sports events- reason to go

• Interior Design Event• Library--Storytelling at model• Canned Food Drive• City Council/Mayor Luncheon• Fire/ Police Department Luncheon• ID-A-KID• Home Buying Seminar• Late Start School Breakfast for

Teachers• Host School/Club Meetings at model• Open House/Fundraiser with local

PTA/PTO/Band Booster/Athletic Booster ($5 donation for everyone who shows up to $500)

• Alumni Meetings at Model

Event Planning Process

1) Decide on event for your community• What type of event will be most successful to target

your demographic?

• Identify outside groups that would be interested in this

event.

• Try to determine a date and time that is most

convenient for the group you are inviting.

• You can always bounce ideas off Marketing

Event Planning Process2) Create a plan that includes details and who is

responsible for what.• Date/Time?

• Who is the audience?

• Budget?

• Goals/Objectives?

• Need for PR?

• Food?

• Tables/Chairs?

• Giveaways? Allow 4 weeks for delivery if it is a new item, 2 weeks for repeat orders.

Event Planning Process

3) Communicate to sales/division manager on

details and get budget approval• Before anything moves forward, the sales/division manager must give

approval.

Event Planning Process

4) Develop invitation (with marketing support as

needed), send to marketing to order through

Printing Gallery• All invitations should go through marketing

• Two weeks notice is required for invitations to be processed – so plan

your event in advance

Event Planning Process

5) Promote Event• Send out invitations

• Spread the word to local businesses/organizations

• Follow up with phone calls

• Utilize homeowners to help spread the word

• The more effort put forth here, the better the results of your event!

• Ask marketing if you want a facebook post or other support – 1 week notice

Event Planning Process

6) Fill out goal sheet!

• The goal sheet is a document that explains the goals of the

community-marketing party/meeting in a community.

• The goal sheet is mandatory.

• Provide to sales manager, who can share with marketing.

Goal Sheet (cont.)

•Attendance Goals:

•Homeowners: ____

•Referrals/Prospects:___

•New Visitors: ____

•TOTAL Party attendance: _____

Activities: Invited ___ people total Invited ___ homeowners Invited ___ prospects/other Sent ___ emails Called ___ homeowners/prospects Walked the community:______

Identify the means in which you are promoting your event as well as the

attendance goals you are anticipating:

Goal Sheet (cont.)

•One week after the event, this information will be filled in to complete the goal sheet:

Actual traffic week of party: ________Sales in 30 days following: _______# of leads from event:_____________# of traffic units month after event:______Referral Growth in following month:______

Event Planning Process7) Follow up with marketing post-event to communicate results

• Please inform sales manager and marketing of your event details as soon as possible

• Goal sheet will be completed with results• Roadmap will be updated to reflect event • Send any event pictures to Marketing (with photo release if

you want posted to facebook)

Bandit SignsOptions for signage targeting rental market

Can be placed by team and ordered through Design Mastersor ordered and placed by redirections.

Should go to Google voicemail number – set up for phone tree.

Open Houses

- Link to openings- Giveaways- Community events- Realtor wide open houses

1) Get permission from sales manager2) Communicate timing with marketing, who will notify HMS3) Order signs as needed – signs for community, market, model