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YOUR SOURCE FOR ALL THINGS MARKETING AT BOZZUTO

IN THIS ISSUE
February 2012

Is marketing subjective? It’s a question that’s often discussed in meetings, but I am here to say that there is a simple answer and it is “no.” While the aesthetic component of marketing may be subjective, there is a definitive difference between good and bad marketing.

To determine if your marketing efforts are successful, answer these three questions:
1. Does it reach your target market?
2. Is it going to sell what you’re trying to sell?
3. Does it set you apart from the competition?

How many times have you watched a commercial and thought it was great, but couldn’t remember what product was being sold? In marketing, creativity and innovation are important, but it’s not the only thing to consider.

The Bozzuto Group has a talented team of marketing professionals that can ensure the right message is being seen and heard by the right people. If you need help, please don’t hesitate to let us know.

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GET TO KNOW


Khushbu Sikaria

I am pleased to introduce Khushbu Sikaria as Social Media Coordinator, The Bozzuto Group.

Khushbu provides strategic insight and management for all Bozzuto social media and online reputation management initiatives, including: Facebook, Twitter, Foursquare, video, blogging; ApartmentRatings and Google Places.

Previously, Khushbu was founder of Sicaria, a Washington, DC-based e-tailer that marketed luxury emerging designers and their products. While there, she executed marketing and advertising campaigns that successfully raised brand awareness and drove traffic to clients’ sites, skills that are very much being utilized by all of Bozzuto’s divisions.

Please join me in welcoming Khushbu to Bozzuto.

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BOZZUTO BEAT BLOG


Our commitment to creating a sense of community where our residents and homeowners live –online and off – continues with the launch of our new customer blog, the Bozzuto Beat Blog (http://blog.bozzuto.com). The blog will provide real-time information regarding local happenings, new destinations and property events. The goal of the blog is to generate more traffic to Bozzuto.com from search engines as well as to create important relationships with local businesses.


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LIVE DIGITAL TOUR

Using the power of the iPad, Bozzuto recently created a program that allows prospects to take a Live Digital Tour of a community from the comfort of their own home, office or local coffee shop. For the first time, prospects can tour with us from a remote location and ask questions, making this a very interactive tool.
We will be testing this new technology in a few more new home and apartment communities in the New Year, so stay tuned!

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NEW CORPORATE INTRANET

Bozzuto has engaged the services of i3solutions, a Sterling, VA-based provider of consulting services for portals and collaboration technology, to help build a new corporate Intranet. i3solutions and the Bozzuto Marketing Department will soon engage in a discovery process, where they will meet with various internal groups to learn about business objectives, evaluate content and users’ needs, and develop an information architecture and graphic design for each of the sites.

The new Intranet will offer a custom look and feel and will include enhanced functionalities such as social networking, collaboration tools, a more intuitive navigation, and easier access to the documents and files you need most. The site is expected to launch in approximately six months.


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MARKETING SPOTLIGHT

The Chelsea is an apartment community located at 160 West 24th Street in the vibrant New York neighborhood it is named after. Newly renovated and in a premium location, surrounded by art galleries, restaurants and nightlife, The Chelsea’s studio, one and two-bedroom apartments should have been occupied, but were hovering around 50% occupancy when Bozzuto took over leasing six months ago. Since then, Bozzuto has stabilized the property at 95% occupancy by utilizing a comprehensive suite of traditional and innovative marketing efforts.

The key to The Chelsea’s success was creating awareness. As a longtime Marriott ExecuStay, many people didn’t know that a conversion was taking place to transform more than half of the units into luxury apartment rentals.

Outdoor signage, coffee sleeves and coasters at local coffee shops, as well as e-blasts to prospective tenants helped get the word out, but the most critical outreach involved brokers. Bozzuto hosted monthly broker events, including a wine and cheese event that drew nearly 200 people. Once the brokerage community was aware of the building conversion, and incentives commonly used in the Manhattan market such as brokerage fees and tenant referral bonuses were presented, the number of leases quickly began to rise.

Bozzuto also hosted several successful resident events, including Game Day and holiday parties, which have proven to be important community building and resident retaining initiatives, and will be continued throughout the year to keep The Chelsea full of happy residents.

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BCC REVAMPS SIGNAGE PROGRAM

If you visit a BCC construction site this year, you may notice new site signage, which is the result of new standards and redesigning efforts that reinforce our new branding and provide more consistency across our projects.
New signage will include: fence and building banners; project, gate entrance and crane signs; vests; hard hats; Tyvek; and concrete barriers. The new signage is currently being used at Monroe Street Market in DC and Union Wharf in Baltimore.
The new standards and guidelines will soon be distributed to all construction sites, but in the meantime, if signage is needed, please contact Graphic Design Manager Monica Davis at mdavis@bozzuto.com.


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BHI LAUNCHES BRIDAL REGISTRY PROGRAM

BHI recently launched the Bozzuto Bridal Registry Program, an innovative new incentive targeting engaged couples. Couples simply need to “register” with Bozzuto at any sales center, which enables friends and family to give monetary gifts towards the purchase of a new home.

At the time of home closing, Bozzuto will match funds up to $15,000, which means couples may receive up to $30,000 that may be used toward upgrades, closing costs and their down payment. Response to the program was immediate and strong. The Baltimore Sun, Baltimore Business Journal and Multi-Housing News, among other outlets, published stories about the program within days of the announcement. And the program already has its first participant, a future homeowner at Shipley’s Grant!

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