Materials & Brand Identity

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
  • E-Blasts
  • Event Flyers
  • Social Media Items
  • Rack Cards
  • Print Ads
  • Banner Ads
  • Maps
  • Press Kits
  • Business Cards & Letterhead
  • Signage

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