CLIENT

URBAN HOME DEVELOPMENT CORP. AND CITRO COMMUNITY

RESIDENTIAL CONSUMER AWARENESS AND EXPERT POSITIONING

BACKGROUND

In a sea of mid-rise condo sameness, Urban Home Development Corp., a Scottsdale, Ariz.-based developer of luxury residential communities, created a new urban living concept called Citro. Comprising six city blocks, 10 neighborhood parks and more than 200 units, Citro offers a contemporary take on classic urban neighborhood design. Citro reflects a southwestern style, but is inspired from the architecture of such well-heeled urban residential neighborhoods like Beacon Hill in Boston and Lincoln Park in Chicago. For residents, Citro combines the best of urban architecture and design with modern amenities and suburban convenience – all in a high-density urban environment.

CHALLENGE

  • Promote Citro to drive customer awareness in support of sales

  • Position UHDC President Jeff Jones as a visionary for residential development design

STRATEGY & 
EXECUTION

 

  • Spaulding Communications executed a multi-pronged strategy to achieve its objectives. This included:

  • Creating a highly sophisticated and informative press kit to introduce local and regional media to Citro and Jones’ design vision

  • Securing one-on-one editorial meetings for Jones with the leading home, design and business media

  • Developing custom story pitches and press releases

  • Targeting high-profile awards to elevate Citro and Jones’ awareness and credibility

  • Conducting a media training session with Jones and key leaders to ensure brand and message consistency when speaking with the media

RESULTS

  • Secured media coverage in each outlet identified as crucial in the initial planning phase

  • Media coverage showcased both Jones and Citro, fully aligning to the objectives

  • Local and regional media coverage spanned: The Arizona Republic, Arizona Business Journal, Scottsdale Tribune, Desert Living and Arizona Home & Design

  • Generated more than 4 million media impressions and an estimated editorial value of more than $250,000

  • Helped UHDC exceed goals for initial deposits from interested buyers

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