Created and implemented all marketing, brand and PR initiatives from start-up for Jubilee, a 1,500 home Active Adult community in Lacey, WA, with revenue of approximately $300 million, 20% above performa.
From start-up, created and implemented all marketing, brand and PR initiatives for Jubilee, a 1,500 home, Active Adult community.
Successfully executed the grand opening of the Sales and Design Center Plaza including nine model homes, a 26,000 square foot community center, three parks, tennis pavilion and a three-mile nature trail to one mile of community beach-front property.
Coordinated and helped design all marketing efforts: advertising (TV, radio, newspaper, magazine, direct mail), website, signage, special events, Realtor events, press releases, media kits, e-blasts and all collateral.
These efforts resulted in national, state and local news coverage, 4,000 monthly unique visitors to the website (five times greater than any other community in Western Washington), and approximately 20 to 25 home sales per month, 20% over projection.
Note: While marketing Jubilee, I also designed from start up the marketing program for Edgewater, a 600-home conventional community adjacent to Jubilee, including designing two model home parks, several decorated models, advertising, website, TV and print ads, collaterals, signage press release and events.
MIRM (Masters of Residential Marketing) – National Association of Home Builders. Two years of classes. Researched and wrote an extensive case study.
CSP (Certified New Home Professional) designation – National Association of Home Builders
Community & Sales Event Highlights
Jubilee Sales Plaza and Design Center Grand Opening
The concept of an Active Adult community was very new to Washington state when Jubilee opened in 2004. Advertising was implemented in major newspapers in Western Washington, and ads were run on both television and radio. A well-known “senior” radio personality was engaged to be at the grand opening with a lot of on-air promotion before the event. The internet was just starting to get popular, and the Jubilee website was strong. Live music and food rounded out the event. A pre-grand opening press tour was held as well as a Realtor event, both well attended. The nine-model home plaza and custom design center were absolutely gorgeous and dazzled the 600+ prospects that attended the grand opening. Jubilee was a big success from day one, with prospects coming from Washington state and many other states as well. The six sales team members
Jubilee Lodge Grand Opening
With great expectation the 26,000 square foot Jubilee Lodge (community center) opened several months after residents started moving in to the community. I coordinated “Dusty shoe” tours, press tours, Realtor tours, new resident tours and Priority Wait List tours in timely increments. On the day of the opening several hundred people attended the ribbon cutting. I also coordinated and hosted with the team a beautiful plated dinner served to 300 guests, live music and dancing. After the Lodge opened, home sales kicked into high gear.
Hawks Prairie Trail Grand Opening
About two years after Jubilee opened the highly anticipated 3-mile nature trail to the one-mile of Jubilee beach front was finished. I coordinated beautiful permanent national parklike kiosk signage along the trail for everyone to enjoy, and worked with the local Volksmarch group of several hundred people to help cut the ribbon and kick off the 3-mile trail walk. Everyone was given nature trail bags with bottled water, banana and granola bar. A great time was had by all.
WA State Senior Games at Jubilee.
In the early days of Jubilee, we partnered with the WA State Senior Games to hold the bike race, golf event and award ceremony at Jubilee. This was an amazing event that helped put Jubilee on the map!
Olympia Rose Society and Garden Tour at Jubilee.
I worked with the Olympia Rose Society to move their annual rose show to the Jubilee Lodge for three years which also gave us the opportunity to host a resident garden tour for resident and prospects. Everyone LOVED seeing the beautiful roses as well as the AMAZING resident gardens. It really gave prospects a glimpse of what they could do with their yard at Jubilee.
Rods, Dogs and Hogs at Jubilee
There were many car buffs at Jubilee, and two in particular who really wanted to host a car show at the community. I teamed with them to coordinate and host the event. They made the connection to bring 75 beautiful classic cars along with many “Hogs” as well. Moreover, a fabulous gourmet hot dog vendor was hired to serve up his best “Dogs.” Many awards were given out. Not only did this build community, it brought in hundreds of non-Jubilee residents who took advantage of our new home tours.
Awards & Accomplishments
ACTIVE ADULT COMMUNITY
Awards received while I worked at the Vice President of Marketing for Jubilee Active Adult Community.
WHERE TO RETIRE MAGAZINE
Jubilee was featured as:
Best Neighborhoods (in the U.S.)
Top 100 Best Master Planned Communities (in the U.S) - twice
On the cover of the magazine twice
NATIONAL ASSOCIATION OF HOME BUILDERS
Best of Seniors Housing Design and Marketing Awards
Community Center Interior Design Award Large Community category
Model Home Merchandising Award Homes 2,101 to 2,800 square feet
Model Home Merchandising Award Homes up to 1,500 square feet
OLYMPIA MASTER BUILDERS
Tour of Homes Best of Show - Jubilee—Meridian model
Best Home between $250,000 and $400,000—Jubilee—Meridian model
Strategic marketing plan and budget creation
Data driven marketing
SEO - search engine optimization
SEM - search engine marketing
Customer journey/lead nurturing
CRM - customer relationship management
Engaging content creation
Team leadership and collaboration
Customer relationship management
Advertising and media planning
Special event creation