The Official Online Weekly Newspaper of NAHB
A multilayered marketing approach focusing on urban chic that combined conventional print and online advertising with grassroots marketing, public relations outreach, live entertainment, local business partnerships and an interactive website earned Allegro Apartments the 2010 Pillars of the Industry Award for its outstanding overall leasing campaign.
“The campaign was effective because the elements all worked together to create the fantasy world of Allegro,” said Chris Churmusi, marketing research specialist for Kettler Management, which developed Allegro in the up-and-coming Washington, D.C., neighborhood of Columbia Heights.
“From the cabaret event to the mixed drink contest at local bars and the distinctive advertising campaign — all worked together to create the Allegro brand,” Churmusi said.
Kettler initially developed Allegro as a condominium in 2009 before converting into luxury-apartment rentals. Located in the heart of Columbia Heights, with its abundance of restaurants, bars and retail shopping, the marketing team created a campaign targeting young professionals who work hard during the day and enjoy the D.C. nightlife in the evenings.
The award-winning campaign helped Allegro earn an 86% lease-up and 75% occupancy rate in its first year.
Each element of the campaign added to its synergy. The campaign was launched at a local club with an event that featured a well-known Broadway star and attracted hundreds of area prospects.
That was followed by the community’s grand opening “Allegrotini” cocktail competition — an atypical event involving neighborhood bars and restaurants. Dubbed “Desire” and held at the Allegro, the competition drew more than 600 attendees and earned media coverage on area blogs and city publications.
The campaign’s print materials — with their sleek dark finish — were created to appeal to a stylish and contemporary audience.
The community brochure promoted the Allegro interactive website — where prospective renters could view detailed floor plans, arrange furniture, view the location of available apartments on each floor, and start the leasing process right from their laptops.
Allegro’s marketing campaign showcased the residents’ instant access to the panache of city life, while offering a place to relax in luxury, as well as the flexibility that renting provides.
The Pillars of the Industry Awards — which showcase future trends and innovation in the industry — honor superior achievement in apartment and condominium development, design, marketing and management. Presented in 27 categories, Pillars, by NAHB Multifamily, is recognized as the industry’s most prestigious awards program.
Winners in the marketing categories were announced last month during a ceremony on the Pillars Awards interactive website — www.nahb.org/pillarsawards.
Winners in the Builder and Firm categories will be announced on the site on Dec. 7 at 2:00 p.m. EST. Visitors to the site will be given login instructions to the virtual awards ceremony.
For more information, contact Erin Grant at NAHB, or call her at 800-368-5242 x8557.