The Gallery Lofts
TARGET AUDIENCE: Our primary target was middle-aged empty-nesters, many of whom had grown weary of maintaining suburban homes, with an income of 100k-250k. Our secondary target was investors.
THE MARKET: The Knoxville area real estate market had seen quite a bit of competition, and real estate sales were beginning to slow.
THE CLIENT: Our client was the partnership of John Craig of Segundo Properties, Wayne Blasius of Insite Properties, and Faris Eid of Design Innovations Architects. Wayne Blasius had previously been instrumental in a similar development of the Phoenix building in downtown Knoxville.
COMPETITIVE LANDSCAPE: Many private firms with established reputations and properties had already flooded the downtown market.
THE CHALLENGE: Print advertising aimed at upscale areas of West Knoxville had not proved successful, so Morris Creative Group was asked to help. We began by developing a media plan with a broader mix of advertising vehicles, with less saturation, to accommodate budget constraints. We developed print ads, postcard mailers, site banners, spot television, a web site, and a massive banner that was praised in a MetroPulse article. In all parts of the campaign, we spotlighted the structural components that make Gallery Lofts different and special. We focused on the use of local art throughout the building, while extolling the metropolitan-style hipness of downtown living. Still photography romanced the building’s rooftop decks, elegant staircases, and balconies.
RESULTS: In nine months, all but two lofts were pre-sold. Morris Creative Group's media strategy and creative strategy are credited with exceeding the clients' most optimistic sales goals in record time.
