The Ford Plantation

Goals: The Ford Plantation sought a strategic, multi-media campaign to target potential new home owners and club members and to increase positive club branding on a local, regional and national level.

Background: One of the nation’s leading luxury communities and private sporting clubs, The Ford Plantation in Richmond Hill, Ga. has been honored by Town & Country, Travel + Leisure Golf and other top national publications for its outstanding homes, amenities and lifestyle. However, with any exclusive club, the window of opportunity to hit the right high-end target audience is narrow, creating the ultimate challenge for any PR or marketing firm.

Target Audience: Affluent adults and families in the market for a primary or secondary home who enjoy an active lifestyle and would benefit from the various club amenities that include championship golf, fresh and salt water fishing, boating, equestrian pursuits, sporting clays, racquet sports, fitness training, swimming, hiking, biking and multiple naturalist programs. Specific georgraphic markets included Atlanta, New York and Chicago.

Communications Objectives: APR developed a strategic and comprehensive press and social media plan that specifically targeted local, regional and national exposure for this award-winning community.

Results: Through persistent, extensive and effective story pitching that included remarkable weddings held on the property, extraordinary homes, fascinating club members, special member events and outstanding property personnel, APR secured ink coverage in South Magazine, Décor Magazine, National Allure, Coastal Living, Savannah Magazine and Homes on the Water Magazine. In addition, APR launched The Ford Plantation on Facebook and Twitter, as well as landing a once-in-a-lifetime event in partnership with acclaimed Garden & Gun, where more than 60 high-end prospects were courted at an all-day extravaganza at The Ford Plantation property.

APR also connected and reserved prominent ad placement at the most competitive pricing in Connecticut Gold Coast Magazine, Hamptons Magazine, Savannah Magazine, Atlanta Homes & Lifestyle Magazine and at kiosks in the Savannah/Hilton Head International Airport.

Richard Henry, Partner at Holland, Henry and Bromley

“After the cover story about our firm’s 20-year anniversary ran in Business in Savannah, we received calls from investors and dozens of comments from others on the street. I now believe in PR done right.”

Corey Jones, Owner, Lucky Savannah Rentals

“As a small business owner, I always thought public relations was for the “Big Companies.”  We decided to give Abshire PR a shot with the promotion of our grand opening for LuckySavannah Vacation Rentals.  To my surprise, we signed up a new vacation property owner as a direct result of APR’s work. For me, APR and their services went from vague and unnecessary to concrete, essential and profitable.”

Cari Clark Phelps, Founder and President, Salacia Salts

“Abshire PR’s focused strategy allowed our small, regionally-recognized startup reach a national audience in a short period of time. Their recommendations allowed us to be published in several nationally distributed publications in less than 60 days. We’d definitely turn to APR when we need to create our next big buzz!”

Daniel Carey, President and CEO, Historic Savannah Foundation

“APR is the gold standard in reaching the news media about HSF’s events and projects. They consistently go above and beyond the call of duty and make us feel like their top client.”