In 2011, I was hired by the Hot Springs Village POA to launch an new internal Marketing Department. At that time, a “brand” did not exist for the Village, (other than the conquistador head), and only a few roughly designed materials were available to use for promotion. After a great deal of research and many hours of hard work, I created a new brand using a rustic natural color palette that I felt represented our beautiful community surrounded by the Ouachita Forest well. At that time, I did not have an in-house team – it was just me, but I was fortunate to have a team of wonderful vendors providing assistance along the way; (their advice, support and guidance was greatly appreciated).
For success, the rustic new “look” needed to be implemented slowly to avoid pushing change too quickly on residents; one small feature at a time was added to materials and advertisements as they were developed during 2011-2013.
Launching the newly created “brand” of the Village increased excitement; we were in the spotlight attracting new visitors and generating real estate interest from people all over the USA. We were becoming “known” and not a well-kept secret…. we were even highlighted on Good Morning America, CBS News and mentioned in Newsweek and Time Magazine…. thrilling!
Today, Hot Springs Village has a solid brand that is consistent on all of its marketing material; however, national scale advertising and public relations are still holding (since 2014) for the completion of additional product (amenity) development.
Side note: Product development is great, but advertising and public relations should always be on-going…. stopping and re-starting takes time and is usually more expensive overall; (one has to keep feeding the lion so to speak).
Below is a quick list of some of the marketing materials created:
- Welcome Book
- Golf Guide
- Recreation Guide
- Facility Guide
- Direct Mailers
- Event Flyers
- Social Media Items
- Rack Cards
- Print Ads
- Banner Ads
- Press Kits
- Business Cards & Letterhead