lmg portfolio

St ra teg ic Marke t i ng

Linden Marketing Group

Campaign I: The Farm at RifleBACKGROUNDThe Farm is a 150-acre real estate development with 569 planned dwelling units located on Graham Mesa in Rifle. The product mix includes single-family, duplex homes, patio homes, townhomes, and multi-family units in a neo-traditional style neighborhood with landscaped parkways and sidewalks, an elementary school, park, and neighborhood commercial areas. The developer envisions a true multi-generational neighborhood in which members of one extended family could live just a few blocks away from each other.

THE CHALLENGECreate a brand identity and website for The Farm that reflects the positioning – a new community with attainable homes and a friendly, traditional small town neighborhood atmosphere.

THE SOLUTIONDevelop a warm, friendly, and approachable logo identity and tagline for The Farm. Develop a website that presents the warmth of The Farm lifestyle and its cross-generational appeal (www.riflefarm.com).

March 2009

A Neighborhood To Plant Your Roots.


Letterset package

www.riflefarm.com

Graham Mesa Development, LLC • 201 Railroad Ave. • P.O. Box 422 • Rifle, CO 81650 Phone: (970)625-1470 Fax: (970)625-0803 • [email protected] • www.riflefarm.com

201 Railroad Ave. • P.O. Box 422 • Rifle, CO 81650

Graham Mesa Development, LLC201 Railroad Ave.P.O. Box 422Rifle, CO 81650

Riley HutchensCreative Director

P: (970)625-1470F: (970)[email protected]

201 Railroad Ave. • P.O. Box 422 • Rifle, CO 81650 • Phone: (970)625-1470 • www.riflefarm.com


Campaign II: Ironbridge Golf Club & Mountain Community

www.ironbridgeclub.com

BACKGROUNDIronbridge Golf Club & Mountain Community in Glenwood Springs is a family-friendly community in Glenwood Springs with a mile of river frontage, an 18-hole golf course, walking and biking trails, a rec area with a pool, kids’ water park, tennis courts, basketball court, and more.

THE CHALLENGEWhen Linden Marketing Group became involved with Ironbridge, the community was unknown to many and the design and messaging was spotty and inconsistent. The website sorely needed revamping. By interviewing the sales team and reviewing onsite traffic source reports, we learned that “word of mouth” and outside Broker referrals were the strongest sources of traffic.

THE SOLUTIONA color palette was developed so that all marketing materials maintained a similar look. Cohesive, consistent design delivered messages that resonated with specific target audiences. However, they all communicated that there are “so many places to play at Ironbridge.”

We focused on an event-oriented strategy — fun events. We believed that once folks visited and experienced Ironbridge, they would inquire about purchasing property and tell others about the community.

Linden Marketing Group designed “The Bridge,” a quarterly newsletter that portrays Ironbridge as the vibrant, friendly community it is. The newsletter is mailed to prospects, property owners, and Brokers to help maintain top-of-mind awareness. The website was also redesigned (www.ironbridgeclub.com).

THE RESULTSIt worked. Consistent messaging, successful event marketing, direct mail, and a user-friendly website helped Ironbridge exceed sales goals.

December 2007


Ironbridge Golf Club and Mountain Community reserves the right to modify its offers at any time. See a sales associate for details.

970.945.4300 | toll free 866.945.4301 | 410 Ironbridge Drive | Glenwood Springs, CO 81601 | www.ironbridgeclub.com

PLAYin your OWN BACKYARD.

Cast a line in the Gold Medal waters of the Roaring Fork River. Discover 18-holes of championship golf. Hike or bike the four miles of trails. Or play in the rec area with a pool, kids’ water park, tennis courts and more. And do this all under the careful watch of snow-capped Mt. Sopris. This is not a trendy vacation spot, it’s a way of life.

big fi sh|great golf|places to play|charming homes

River Estate homesites from $300,000.Mountain homes from the low $400,000s.

Life starts HERE.

The Willis children just “can’t wait” for the new Ironbridge recreation area to be completed. “Every time we go to get

the mail, the kids ask me to drive by the construction site to check on the progress,” says dad, Craig Willis.

Craig and Pam Willis and their three children, Jack, 11, Kira, 9, and Mikey, 6, were the second family to call Ironbridge “home.” The Willises moved into the first Sopris Series neighborhood at Ironbridge in July 2005 and they have been living the Ironbridge lifestyle full tilt ever since.

Not only do the Willises walk and bike the paths through-out Ironbridge, the family sometimes bikes the path to Carbondale for breakfast at the Village Smithy. Craig and Jack fly-fish when they aren’t skipping rocks in the Roaring Fork River and the family has floated the river from Carbondale past Ironbridge.

In the winter, the kids sled the hill behind their home and practice their skills on the snowboard rails they build with friends in the neighborhood. Of course, the Willis brood participates in many activities available to youth throughout the Roaring Fork Valley—skiing, snowboarding, baseball, soccer, and gymnastics.

“We’re excited about the golf membership (at Ironbridge)—that’s a bonus,” says Craig. “We got the kids out on the course last summer and we’re planning to sign them up for the golf clinics this summer.”

Craig loves hiking the game trail high up on the ridge that looks out over the 14th hole and the mountains. His goal this year is to hike the ridge to Carbondale.

410 Ironbridge Drive Glenwood Springs, CO 81601

May 2007

Break out the swim suits, tennis rackets, and basketballs! The

Ironbridge Golf Club & Mountain Community Recreation Area is sched-uled to open in early June.

This summer Ironbridge Club Members and their families will be testing the waters of the awesome new pool complete with rock water slide, spray park, and wading area for small children. The pool also includes two lap lanes for more serious swimmers. For a relaxing soak, they will be slip-ping into the Jacuzzi that overlooks the stream that runs through the com-munity. There will be plenty of lounge chairs and tables around the pool for easy socializing with new neighbors. Another gathering place will be inside the Pool House that is staffed by an attendant and fully furnished, com-plete with a 47” flat screen TV.

But that’s not all! The new Rec Area also features two tennis courts, a bas-ketball court, a climbing wall for chil-dren, shaded picnic area, and play-ground with children’s play equip-ment. Lush landscaping surrounds the pool and other recreational ame-nities. Plans are underway to provide private swimming and tennis lessons to Ironbridge Club Members.

The 18-hole Arthur Hills designed golf course, four miles of hiking and biking paths, and one mile of Golf Medal fly-fishing access on the Roaring Fork River at Ironbridge have enabled Ironbridge residents to live the Colorado lifestyle. Now there are even more ways to have fun at Ironbridge!

Members, be sure to mark your cal-endars for the Member Rec Area Grand Opening Party on Saturday, June 9th. Everyone is invited to the Grand Opening event on Saturday, June 30th.

Ironbridge Rec Area to Open Early June

The bridgE Ironbridge Golf Club & Mountain Community Newsletter

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From the Sales Reception Center

Bob Jacobson and Leslie Newbury, Ironbridge Sales Team

Meet the NeighborsThe Willis Family

Pam explains that the family has enjoyed watching the wildlife at Ironbridge from their home. A large herd of elk migrates across the property, deer wander into their backyard, and eagles fly over the river.

What attracted them to Ironbridge in the first place? After liv-ing in the Roaring Fork Valley for 16 years, Pam and Craig were looking for a different home and initially thought that Ironbridge was out of their price range. After attending a barbeque held at the model home when it was in the framing stage, the Willis’ realized that a home at Ironbridge was “doable.” Not only did Ironbridge offer new construction that was far off the main high-way, the community offered the whole package—rec area, pool, trails, and the river.

“Overall it’s the best value for what you get,” says Craig.

And this summer you can bet you’ll see the Willis family romp-ing in the new Ironbridge pool.

(970) 945-4300 ~ (866) 945-4301

Have you had a dream of a riverfront home? Don’t delay, more than half of the Ironbridge Phase II River Estate Homesites are now sold-- and it’s no wonder! There are few river homesites in all of the Roaring Fork Valley and some of the Ironbridge River Estate Homesites feature views of snowcapped Mt. Sopris. Private, Gold Medal fly-fishing is outside your back door on these 1/3 to 1+ acre homesites. Build a custom home to suit your tastes perfectly or choose from two spectacular Ironbridge custom homes that are in the initial construction phase. These homes feature hand-somely finished exteriors with log and stone accents, lush landscaping, riverside views from inside the homes and their expansive decks, finished walkout basements, and high-end finishes throughout.

We are anxiously awaiting the release of our Aspen Collection Homes and invite you to stop by for an update. These mountain patio homes with mountain views are con-veniently located just a stroll away from the new Rec Area and the future clubhouse. The Aspen Collection homes are landscape maintentance-free for easy living.

If an oversized homesite with a home you can customize is more your style, then ask us about the availability of our Sopris Series Homes. Our Phase II Sopris Series homes feature great views of Mt. Sopris, a beautiful lake, and lush fairways.

For more information about what’s for sale at Ironbridge, check out our new website at www.ironbridgeclub.com or call Bob, Leslie, or Kay at 970-945-4300.

In This Issue, Calendar of Events, Meet the Neighbors, The Ironbridge Sales Buzz, News from the Pro Shop, Valley Real Estate Sales Break Records, The Role of the IPOA Executive Board

The Executive Board is the gov-erning body of the Ironbridge

Property Owners’ Association. The Board is elected to perform the obli-gations of the Association relative to the operation, maintenance, and management of the property and all improvements on the property.

The IPOA Executive Board includes Marguerite Brogan; Tom Schmidt, President; Matt Verheul, Vice President; Judith Whitmore, Vice President; Eric Foerster, Secretary; and Dirk Gosda, Treasurer. According the IPOA By-Laws, below is a description of the role of each officer.

The President presides at all meet-ings of the Association members and the Executive Board; sees that orders and resolutions of the Executive Board are carried out; signs all leases, mortgages, deeds, and other written instruments; co-signs all promissory notes; and exercises and discharges such other duties as may be required of the President of the Executive Board.The Vice President acts in the place and stead of the President in the event of his or her absence, inabil-ity, or refusal to act; and exercises

and discharges such other duties as may be required of the Vice President by the Executive Board.

The Secretary records the votes and keeps the minutes of all meetings and proceedings of the Executive Board; keeps the corporate stamp or seal of the Association and plac-es it on all papers requiring said stamp or seal; serves notice of meet-ings of the Executive Board and of the members; keeps appropriate current records showing the mem-bers of the Association together with their addresses; and performs such other duties as required by the Executive Board.

The Treasurer receives and deposits all monies of the Association and disburses such funds as directed by resolution of the Executive Board; co-signs all promissory notes of the Association; co-signs all checks of the Association together with a second designated mem-ber or members of the Executive Board, unless the Executive Board spe-cifically directs other-wise; keeps proper books of account; at the direc-

tion of the Executive Board, causes an annual audit of the Association books to be made by a public accountant; and prepares an annual budget and statement of income and expenditures to be presented to the membership at its regular annual meeting, and delivers a copy of each to the members.The Executive Board may elect other officers as the Association may require, each of whom will hold office for such period, have such authority, and perform such duties as the Executive Board may from time to time determine.

Ironbridge Property Owners’

AssociationNews You Can Use

What is the Executive

Board?

Going, Going Very Quickly

The Sales Reception Center is buzzing with activity these days! All of our Mountain

Cottages are now sold or under contract. You can check in with the Sales Center for possible oppor-tunities in this intimate neighborhood nestled above the 16th and 17th fairways.

410 Ironbridge Drive Glenwood Springs, CO 81601

The bridgE

Ironbridge Golf Club & Mountain Community Newsletter

36

Good food, good music,

good company, and good fun at the Rec Area Member

Grand Opening Party on June 9th!

July thru September 2007

(970) 945-4300 ~ (866) 945-4301 ~ www.ironbridgeclub.com

In This Issue, Calendar of Activities, Rec Area Party Photos, Real Estate Update, Tips from the Pros, Ball marks and Divots

A famous college basketball coach once said

that recruiting was like shaving--miss just one

day and you look bad. It could be said that golf

course management personnel, especially superin-

tendents, feel the same way about golfer etiquette

on the course.Golf course etiquette is an all-encompassing term

that refers to demeanor, adherence to course

maintenance rules and dress, among other issues.

However, most associate golf course etiquette to the

concept of ball mark repair and divot replacement.

Take a moment and consider what our course would

be like if our Members were excused from replacing

divots or fixing ball marks for just one day. It would

potentially look like a battlefield.

Golf course personnel are unanimous in stating that,

as a whole, golfers still do not do an adequate job

in repairing their ball marks and divots. Despite

the constant reminders, the message can never be

repeated too much.This becomes an even bigger issue as our member-

ship expands to include more juniors and those who

have recently picked up the game. Our Pro Shop

staff and our veteran Members will be diligent in

teaching the how and why of golf course etiquette.

Failing to implement the proper technique will cre-

ate future problems.The basis for ball mark repair and divot replacement

is for competitive and agronomic reasons. Balls that

land in unrepaired divots place a golfer at a disad-

vantage, just as having to putt over a ball mark.

By leaving turf damaged (unrepaired), it becomes

susceptible to disease and/or infestation of weeds,

resulting in a lower quality of playing surface. This

necessitates the need for attention by the golf course

superintendent and the staff, thereby taking them

away from more pressing duties. As a general rule, a

ball mark repaired within 10 minutes will heal with a

smooth surface within two to three days. A ball mark

that is not repaired may take as long as three weeks

to heal and the result will be an uneven surface.

Because grass varieties differ from course to course,

and from fairways to the rough, the best rule to

follow in replacing divots is to check with the golf

course superintendent for the particular policy. As

a general rule, replace any divot on the course unless

there is sand or sand/seed mixture provided in a

container on the golf cart. In replacing a divot, the policy is to replace the divot

so the grass can send down new roots. Replace the

turf in the same direction it came out, and tap down

firmly so the mower won’t pull it back out. If you are

walking and no sand is provided, smooth the divot

hole with your feet, gently pulling the sides of the

divot hole to the center.For our Members here at Ironbridge, we encour-

age replacing the divot with the displaced turf when

possible. However, if it is not possible, use the sand

only containers found on the cart and fill the divot

appropriately.By adhering to these simple rules of golf etiquette,

you will help ensure that your golfing experience is

enjoyable while helping to keep our course in pris-

tine condition.

W e’re in full swing at Ironbridge! Not

only are our residents and Members

playing the exhilarating Arthur Hills

designed golf course, they are playing in the

awesome new Ironbridge Rec Area which

opened on May 26th.More than 100 Members and their guests

gathered to celebrate the new recreation

area on June 9th. They gathered around

the pool to chat with new friends and neigh-

bors and to feast on sumptuous barbe-

cue prepared by Fin’s Grille & Raw Bar.

Kids splashed in the pool, played in the

spray park, and slid down the winding water

slide. Some children scampered around

the playground and scaled up the kids’

climbing wall. Tennis Pro Sue Geist offered some pointers

on the new tennis courts and the Willis family

shot some hoops on the new basketball court.

Check out the event photos on page 3.

Yes, this is Ironbridge. It’s casual.

It’s friendly. It’s the way life was intended.

Members Celebrate New Rec Area

Jill Murphy splashes in the new Ironbridge pool

with niece, Skyler, and daughter, Kailey.

From the Golf Course SuperintendentEric FoersterSuperintendent

Ball Mark Repair and Divot Replacement

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5

6

9

7

8

11

W ith the Ironbridge Rec Area

up and running, be sure

to take advantage of the tennis

and swimming lessons offered.

Tennis Pro Sue Geist provides

instruction for junior and adult

clinics, as well as private lessons.

Sign ups for the tennis clinics are

weekly. Call Sue at 970-984-7084

by Friday at 6:00 p.m. to reserve

a place in the following week’s

classes. Group, semi-private, and private

swimming lessons are offered

for children at all ability lev-

els. Lessons are offered Monday

through Thursday and are ½

hour long. To register your child

for swimming lessons, please

call Kelley Mattingly at 970-379-

5130.

Sign up for Tennis & Swimming Lessons!

1

2

3

1. Sue Geist, Tennis Pro, coaches Sandy Herron.

2. Hunter Hale slips down the new water slide.

3. Craig Willis chills out in the new pool.

4. Mt. Sopris is the perfect backdrop for

poolside fun and relaxation.

5. Kay Young (r) chats with friends, Denise and Peter Virtue.

6. Clara Simpson volleys on one of the new tennis courts.

7. Zoe Harbur plays in the spray park.

8. Ironbridge kids jam with musician, Rich Ganson.

9. Kailey Murphy and mom, Jill, spent lots of time in the pool.

10. Zoe Harbur checks out the water slide.

11. Shannon Pitout jumps into the arms of big sister,

Kayla Kline.

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11

Newsletter

Event Postcard and Newspaper Advertisement

Image Advertisement


BACKGROUNDTown Center Carbondale is a mixed-use development in the heart of downtown designed to blend with the Victorian feel of old Carbondale. The project will ultimately include five buildings with residential loft units upstairs and commercial space downstairs. The developer had an existing logo and allocated a minimal budget to kick off the project..

THE CHALLENGEIntroduce Town Center Carbondale with a minimal budget. Carbondale has come into its own with renowned restaurants, galleries, and great golf, but maintains a character all its own. Communicate the message that there are luxury residences available smack dab in the middle of it all.

THE SOLUTIONPosition the residences at Town Center as thefashionable place to live in the valley’s hip destination: Carbondale. We used a tongue-in-cheek jab at Aspen: “All the character without the attitude.”

The fully integrated marketing campaign included:• A series of clever concept ads placed on consecutive

right-hand pages of the newspaper.• An on-site Broker event that showcased uptown living in

downtown Carbondale. Invitations were sent via direct mail and email.

• A public open house in the height of the summer season was advertised in the newspapers.

• A newspaper ad featuring the first business to purchase a commercial unit explaining why the owners are “bullish” on Carbondale and Town Center.

• A pocket folder with inserts tell the story of Carbondale and loft living.

• Media coverage by pitching different angles depending on the publication.

THE RESULTSThe ads definitely broke through the clutter. The Client was thrilled with the number of calls received. We had a good turnout for the Broker event. The Mountain Business Journal ran a front page story on Town Center. Aspen Peak Magazine also ran a full page story. The first Town Center Carbondale building, including all residential lofts and commercial space completely sold out — quickly.

Teaser Ad Campaign

Campaign III: Town Center CarbondaleOctober 2005


Direct Mail Open House Invitation

Newspaper Ad Tie-In to PR Campaign

Pocket Folder and Inserts

Campaign IV: Aspen GlenBACKGROUNDMarketing research indicated that there was a niche for a maintenance-free, single-family ranch-style product on larger homesites. This product also filled a particular price point niche that was not being represented. There was a perception at the time that every home in Aspen Glen was priced over $1 million.

THE CHALLENGECreate a brand presence for a new product in Aspen Glen at a price point below most other single-family homes in Aspen Glen. Develop a consistent look and feel that connects the luxury amenities of Aspen Glen with the rustic and approachable

THE SOLUTIONDesign a simple, clean logo that fits with the architectural style of the neighborhood without competing with the Aspen Glen logo. Develop an intro campaign including a series of teaser postcards, newspaper advertising, and inserts, with the message that the dream of mountain country club living was now within reach. Develop a fulfillment piece that was relatively inexpensive to produce and could be easily updated as features and prices change.

THE RESULTCalls received about the new release were screened to determine how they learned about Sundance. Lead source reports were maintained. Aspen Glen was delighted with the response.

2004

Direct Mail Postcard Campaign

Newspaper and Magazine Advertisements


Campaign V: Reliant Plumbing and HeatingBACKGROUNDA family-owned plumbing and heating company with a loyal customer base, Easy Tap was poised for growth. Identifying a new name and brand identity that more accurately describes the business and the company’s commitment to above-and-beyond service was the first step.

THE CHALLENGEDetermine a name and develop a brand identity that reflects the company’s positioning as the professional plumbing and heating company that provides helpful, dependable, and personal service.

THE SOLUTIONTeam brainstorming sessions and client input resulted in a new name and tagline: Reliant Plumbing & Heating – “Expert plumbing by people who really care.” The logo quickly identifies the business as a plumbing and heating company while portraying a professional and friendly image.

April 2009


Letterset package


Campaign VI: Cathedral RidgeTHE CHALLENGELMG was hired by the Episcopal Diocese of Colorado to develop a new name, brand and marketing plan for a 156-acre camp, conference and retreat center that was purchased in Woodland Park, Colorado. The Center’s target audience includes individuals and groups of all ages, both within and outside the Episcopal Church.

THE SOLUTIONLMG conducted several focus groups among secular and non-secular groups throughout Colorado to obtain input on the concept of the center, as well as attitudes and perceptions toward potential names. The key learning from the groups provided input for the redevelopment land plan, as well as the branding and marketing plan.

While the word “Cathedral” has spiritual connotations, it also eludes to the physical characteristics of the center’s setting, as does “Ridge.” The Cathedral Ridge logo portrays natural elements of the geography surrounding the property to give a Colorado feel. The logo is welcoming, calming, and depicts Cathedral Ridge as a place to get away

July 2010

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