A Multidimensional Approach to Promotion and Brand Development
Over the last three years, we have guided our client, PMC Property Group, Philadelphia’s largest residential real estate development firm, through a comprehensive brand development program. We began with a corporate relations website, then rolled out a comprehensive apartment website featuring over 80 properties along the East Coast corridor integrated with an extensive online resident services portal. The rebranding has also included portfolio-wide marketing collateral, on-site environmental signage, and extensive digital marketing efforts. Within the first year, the site was receiving over 1 million unique visitors annually.
PMC recently completed construction of a new flagship property, built from the ground up at 1900 Arch Street. To convey the importance and status of this property, we created a custom microsite concept as an extension of the main website. The visually focused site utilizes responsive design for multi-device accessibility. Appealing imagery, nearby attractions, and floor plans create an immersive user experience and generate excitement about living at this innovative new community. Most importantly, the site was created in a way that will allow us to clone and modify the concept to roll out unique but consistently branded microsites for additional signature properties.
1900 Arch has also benefited from a white-label branding and marketing campaign that included extensive on-site signage, a robust digital advertising effort including paid search and social media, and a full suite of marketing collateral created specifically for this property. The leasing effort at 1900 Arch was a tremendous success, with more than 25% of the units rented within just 60 days, before construction had even been completed.
"I stood on the corner this morning in front of 1900 and Googled ‘1900 Arch.’ The first five entries that show up on my phone relate to 1900 Arch. Number one is the website, two is the Facebook page, three are images...I could not ask for better."
Following the lead of the 1900 Arch example, we created a custom microsite for a three-property community tailored toward college students and young professionals called The Mills. This graphic-intensive site allows PMC to provide prospective young tenants with a detailed look at amenities, features, nearby attractions, and lifestyle components of the properties, as well as a user-friendly tool for requesting more information or scheduling a property tour.