Friend-Raising in Kennett
TYPE: Burst Campaign
CLIENT: Bentley Homes
SECTOR: Real Estate Development
HIGHLIGHTS: Front page story West Chester Daily Local, 6ABC’s FYI Philly! and Localish, features in Philadelphia Magazine, Philadelphia Inquirer, Chester County Press, and Kennett Area Consolidated School District’s Quarterly Magazine.
Challenge: Tight-knit Kennett Square supports their own, so when an out-of-town builder arrived with three new luxury townhome communities, the response was slow. It was a classic case of great product, great value but no buzz. Increasing visibility and friend-raising was our mission.
Solution: M+G created a two-part campaign focused on two key audiences. The first targeted downtown shop owners with similar client profiles. The second focused on school district families and teachers.
We teamed up with Marche, a well-respected home interior shop on the main street in Kennett Square and provided the blank slate of a model unit to decorate. The developer hosted Art, Bourbon, and Chocolate to unveil Marche's work, a benefit for The Garage Community & Youth Center in the decorated model. Whiskey Whisperer Mike Jasinski, an internationally acclaimed bourbon expert, featured in Whiskey Advocate sampled bourbons, and Chocolate Sommelier Estelle Tracy, author and TV personality from 37 Chocolates, shared secrets of small-batch chocolate making. The event was a smashing success garnering significant media coverage, raising funds for an important local charity, and earning the developer community-wide praise.
Part two of our plan was a partnership with Kennett High School’s STEM program. The goal was to give students a hands-on learning opportunity that spotlighted real estate design and development career opportunities. Industry experts made three classroom visits to critique student projects and hosted a full-day field trip to a construction site just two blocks from the high school where students observed all facets of construction and watched a drone flight demo of land surveying.