A profile of 2009 National Sales and Marketing Gold Award Winner Celebrate by Del Webb, Fredericksburg, Va.
Celebrate by Del Webb, Fredericksburg, Va. / Best Brochure for a Community priced under $400,000/ Best Marketing Campaign for a Green Built Community
Builder: Del Webb, Fairfax, Va.
Ad agency: Hammer Communications, Washington, D.C.
The decision to inject green into Del Webb's Celebrate community and its marketing program was logical and — pardon the pun — organic.
"We are located right next to a pristine Virginia river, the Rappahannock," says Shawn Evans, marketing director for Del Webb. "We are one of the largest applications of low-impact development in the state of Virginia. So we made the decision to adopt the NAHB Green Building program. The entire home will be green certified and energy compliant."
The community brochure conveys the lifestyle of a resident at Celebrate — fishing in the Rappahannock, breakfast at the coffee bar in the clubhouse, a round of golf afterward.
But the not-so-obvious green message is revealed through the recycled paper and soybean ink used to produce the community brochure.
"It all kind of blends together, the brochure and the green marketing," says Evans. "We've really tried to integrate green into every aspect of the community."
Displays and collateral material in the sales pavilion also use recycled materials; even cups used at the coffee bar break down and compost within 30 days. A looped DVD video explaining various aspects of green plays at the community's onsite built-green performance center. Collateral materials focus on the "I promise" theme — "I promise to protect our environment," "I promise to get active," and so on.
"Green generally has been very well received by the active adult," says Evans. "They are looking to leave a legacy for their grandchildren, to leave the world a better place for their families.
"We have seen incremental sales as a result of our green building and the green components of the community," adds Evans. "We have people who have told us, 'We are buying because you are green. This is very important to us.'"
Intro: The 2009 National Sales and Marketing Award Gold Winners
|Site Point, Baltimore | Best Attached Community of the Year / Best Urban Sales Office / Best Brochure for a Community Priced over $1 million|
|Bridgeland, Cypress, Texas | Best Master Planned Community of the Year|
|The Trails at Brightwater, Huntington Beach, Calif. | Best Detached Community of the Year|
|Ritz-Carlton Residences Inner Harbor, Baltimore | Best Design for an Attached Community / Best Landscape Design|
|Miraval Plan 313 at Stapleton Court Homes, Denver | Best Single Family Detached Home Priced $400,000 to $650,000|
|Port 121 at Seabridge, Unit J, Oxnard, Calif. | Best Interior Merchandising of a Model Priced $400,000 to $650,000|
|Five Lanterns at Pinehills, Residence One, Plymouth, Mass., and The Ridge at Cintarosa, Scottsdale, Ariz. | TIED – Best Interior Merchandising of a Model Priced over $1 million|
|The Ridge at Cintarosa, Scottsdale, Ariz., and Five Lanterns at Pinehills, Residence One, Plymouth, Mass. | TIED – Best Interior Merchandising of a Model Priced over $1 million|
|Celebrate by Del Webb, Fredericksburg, Va. | Best brochure for a Community priced under $400,000 / Best Marketing Campaign for a Green Built Community|
|Giraffe Condos, Toronto | Best Overall Ad Campaign / Best Signage|
|1010 Midtown, Atlanta | Best Color Ad / Best Series of Related Print Ads|
|Simonini Builders Corporate Brochure | Best Corporate Brochure|
|MYC Condos, Toronto | Best Brochure for a Community priced $400,000 to $650,000|
|Artesana Rosewood Residence, San Miguel de Allende, Mexico | Best Black & White Ad|
|NXT at Windemere by the Lake, Toronto | Best Graphic Continuity|
|Shappell Matchmaker Campaign | Best Internet Marketing Campaign|
|'1' Hotel, Mammoth Lakes, Calif. | Best On the Boards Ad Campaign|
|Additional Gold Award Winners|
|Judges – 2009 National Sales Marketing Award|