2009 National Sales and Marketing Award: 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.'"