To promote Rancho Mission Viejo’s grand opening, Zenzi developed a social media marketing program that spread awareness for the grand opening, but also specifically addressed customer service needs at the same time. Additionally, Zenzi worked with Rancho Mission Viejo and their public relations firm to develop a crisis communication plan that mitigated potential problems before they arose.
Grand Opening Promotion:
Social content catered to four distinct segments across a diverse multifaceted, multigenerational audience: (1) Active older adult homebuyers (2) Gen Y renters embarking on their first home purchase (3) families seeking a robust community lifestyle (4) broker and media influencers. Through a thoughtfully executed editorial strategy, Zenzi developed a brand narrative that resonated with the wants and needs of each respective segment via the brand’s blog, as well as Facebook and Twitter profiles. Through behind-the-scenes content, tailored engagement with media and brokers, evocative imagery, and an open, two-way dialogue, homebuyers gravitated toward the brand’s authentic, relatable and resourceful voice. Tactically, we employed a number of strategies to build grand opening awareness.
- Strategically targeted and invited 150+ influencers to the grand opening via social media.
- Created a Facebook event two weeks prior to grand opening, allowing those who opted-in to receive real-time updates, up-to-the-minute road condition information, event alerts, insider tips and images. The online event created an easy way for fans to share and promote the grand opening with their friends and family.
- Coordinated cross promotion with builders and grand opening vendors to maximize the community’s social audience and reach.
- Worked with PR team and professional photographer to capture real-time, engaging shots for social media marketing throughout the event.
Following the grand opening, Zenzi worked collaboratively with strategic partners to optimize the online user experience and content marketing recommendations on the website homepage.
Zenzi, Rancho Mission Viejo and their PR agency worked hand-in-hand to develop a social media crisis communication/mitigation plan that employed tools that provided up-to-the-minute information, FAQ’s and pre-approved responses. To overcome HOA and Mello-Roos questions and concerns, Zenzi’s social media team illustrated Rancho Mission Viejo’s value by promoting its lower price per square foot advantage when compared to local competitors, and illuminated the benefits and uniqueness of its community program, RanchLife, through engaging content. To overcome Grand Opening confusion, Zenzi forecasted possible questions and developed a content piece entitled, “Grand Opening How-To Guide.” This article helped create a seamless grand opening event, arming guests with information on parking, traffic, day-of events, refreshments and maps.