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YOUR SOURCE FOR ALL THINGS MARKETING AT BOZZUTO

 

IN THIS ISSUE
Summer 2011

 

 

We’d like to do something different. Something that keeps everyone informed on great things we’ve done—and great things to come. That’s why we’re giving you this: the Bozzuto Marketing newsletter.


Before you delve in, I’d like to point out that our success as a company comes not only from our talented employees, but from the fact that those employees work so well together. This newsletter is another way for us to share and continue to learn from each other. It’s a way to keep up with what your colleagues are up to. (And a way to win—see “Gifted Ideas.”) Most of all, our newsletter is a way to connect. To feel like a part of something important. A part of the Bozzuto team—one of the best in the business. So read. Participate. Discuss. Let us know what you think. And thank you for all you do. That’s what keeps us first.

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GET TO KNOW

 


Cassie Cataline

I am pleased to announce that Cassie Cataline has joined Bozzuto Management Company as Senior Marketing Manager. For nearly two years, Cassie has overseen all marketing efforts for Bozzuto Homes and its active communities, including the tremendously successful launch of BHI’s newest community, Towson Green.

Cassie brings more than 20 years of real estate marketing and communications experience to BMC, including positions with Oakwood Worldwide, Charles E. Smith and Kettler, where she was Vice President of Marketing and Communications. She is the proud winner of over 50 NVBIA MAME Awards, 17 NVBIA Monument Awards and has developed campaigns recognized by 11 NAHB Nationals Awards. In her new role, Cassie will be responsible for marketing activities within Nancy Goldsmith’s portfolio. She will also be managing the Bozzuto Store.

Please join me in welcoming Cassie to Bozzuto Management.

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INTERACTIVE MARKETING

 

 

 

Bozzuto Sweepstakes!

We host a quarterly sweepstakes to drive new traffic to the website and our social networks. It’s been successful in the past (see results below). So, tell your friends, family and business associates to start looking forward to it. Details to come soon.
bozzuto.com/about-us/sweepstakes

This quarter resulted in:

  • 1,501 website visitors (equivalent of $3,000 in Pay-Per-Click)
  • 657 total entries
  • 521 Facebook entries
  • 122 Twitter entries
  • 11 Foursquare entries
  • 3 blog post entries
  • 17 website leads
  • 1 happy iPad 2 winner


Link locally. Need to know what’s happening in your area? Don’t forget our new social bookmark website where you can find local links. If you have any to add, please email them to us.
delicious.com/Bozzuto

Social studies. Have someone new at the property or need a refresher? All Facebook and Hootsuite training webinars by region can be found on the intranet.
http://bit.ly/emtVYH

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IN THE PRESS

 

 

 

Charging stations are a big plus


Bozzuto recently unveiled Baltimore’s first public electric vehicle charging stations during a “plug-in” ceremony at the Fitzgerald, involving residents and Bozzuto employees as well as local business leaders and elected officials. The event was covered by Baltimore’s FOX, NBC and CBS television affiliates and by WCBM-AM, the Baltimore Sun and the Baltimore Examiner.
 
Bozzuto selected SemaConnect, a leading developer of wireless networked electric vehicle charging stations, to install two stations within the community’s 1,245-space public parking garage. The ChargePro charging stations are available to the general public to recharge any new mass-marketed electric vehicle, including the Nissan Leaf, Chevy Volt and plug-in Toyota Prius, and include smart-card authentication, energy metering, automatic payment and web-based network management.
 
“As the first residential community in the Mid-Atlantic to install public electric vehicle charging stations, Bozzuto’s Fitzgerald development exemplifies the use of SemaConnect’s smart grid compatible and multi-tenant capabilities and stands to greatly benefit the ever-increasing number of Marylanders who will own an electric vehicle,” said Jill Sorensen, executive director of the Baltimore Electric Vehicle Initiative. “This important addition to our EV infrastructure—public stations within an apartment community—will make owning an electric vehicle a real possibility for anyone choosing to rent a home rather than own.”

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MARKETING SPOTLIGHT

 

 

 

Residences on The Avenue


2221 I Street, Washington, DC
As part of a much-anticipated, multi-use development at Washington Circle in Washington, DC, Residences on The Avenue offers 335 luxury-class apartments and extensive high-level amenities. The target market consists of professionals seeking the latest in modern elegance in a most desirable West End location. In developing a marketing campaign to reach this savvy audience, we positioned the community as DC’s best choice for high-end living.
Read more

With sophisticated design and a comprehensive high-tech approach, the marketing campaign includes social media, e-blasts, Internet ads, SEO blog posts, QR codes leading prospects to web pages with special offers, and a mobile version of the website. The full website features an innovative, sliding navigation complete with an interactive floor plan finder.

These elements, along with traditional print ads, collateral materials and PR, helped the lease-up exceed industry standards, converting 7.3 percent of leads, reaching 36 percent leased in two months and averaging $4.07 per square foot in rents.

Candice Bushnell, author of Sex and the City, came to DC to promote her new book Summer and the City, with an exclusive book-signing soiree at Residences on The Avenue on June 28.

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HAVE A LOOK

 

 

Managing to get to Yes!


With the rise of social media sites such as Facebook and online review sites such as ApartmentRatings.com, interactions with the Bozzuto brand are no longer on a personal level; they are now in the public eye. If we use these sites to demonstrate the values on which our brand is built, we can stay in good standing with our customers—and ahead of our competition. That’s the purpose of the Yes! program.

Bozzuto Marketing & Training recently launched the Yes! training program to Bozzuto Management, and will soon roll it out to Bozzuto Homes. The program is designed to open the lines of communication with all customers by training you, our employees, on how to respond to every online review, ultimately driving the “Yes” response: yes, I would recommend this community.
 
The training program, currently being rolled out by regional managers/vice presidents, is based on best practices and ideas about online responses and brand management gathered from a focus group of property managers. The concepts they shared shaped the expectations, measurements and communication for the initiative.
 
The first goal of the Yes! program is to increase our recommended reviews on ApartmentRatings.com to an 85 percent average portfolio-wide by the end of 2011. Keep up the great work and stay tuned for the results.

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GIFTED IDEAS

 

 

 

Making a difference has its rewards


At Bozzuto Management, we pride ourselves on putting our residents first. And we’re constantly looking for new ways to do just that. Recently, for example, the Fitzgerald partnered with a local farm to offer residents fresh produce right at the front desk.

Do you have an idea that’s made a difference for our residents? Or one that you’d like to see implemented? It could be a new service, a promotional offer, a marketing idea—anything at all. Send us your ideas. The best will win a $150 Amazon gift card and will be featured in an upcoming issue of this newsletter.
Send your idea » 

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SHOP BOZZUTO

 

 

 

New merchandise is arriving

We are in the process of improving the offerings available in the Bozzuto Store to include seasonal promotional items, pet novelties and event giveaways. Many of the Bozzuto-branded items are stock items and can be ordered off the shelf. Others can be custom ordered with either the Bozzuto.com or your property logo on them. Since these are special orders, they have a little longer lead time, but most can be turned around very quickly.

We are always open to new ideas! When you see something great at a trade show, or get an idea from a resident, please pass it along to the marketing team. We want the store to be a robust marketing tool for all employees and for you to have access to cutting-edge promotional items at the best possible prices.

Our goal is to make the Bozzuto store a one-stop shop for all your marketing needs, including not only collateral, promotional items and apparel, but also (in the near future) flags, entry mats and standard BMC interior signage. We will issue quarterly emails as new items become available.

If there are items that your department orders regularly from outside vendors (other than office supplies), please contact Cassie Cataline in Marketing to see if we are able to provide them through the store, and perhaps at a significant cost savings.

If you’ve not had a chance to check out the Bozzuto Store, you can do so by visiting www.bozzutostore.com. Please contact Cassie Cataline at ccataline@bozzuto.com for questions on how to log in.

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