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.