Definition Community Marketing • Designed to engage various members of the community. • It is all about networking and setting up events that encourage sales counselors to partner with homeowners, prospects, realtors, community leaders, school officials, and business leaders. • Designed to partner with organizations, build relationships, and not just sponsor them.
Goals & Objectives • Introduce sales counselors to community leaders • Highlight Fischer Homes’ commitment to the communities where we build • Provide strong networking opportunities • Increase PR activities • Generate referrals and leads that can help drive prospect traffic • Provide Fischer Homes with a strategic competitive advantage • Create grassroots, word of mouth marketing
Community Roadmaps • Each community will have its own roadmap that details all marketing activities quarter-by-quarter • This is maintained by the sale counselor • This is an active document that is continually changing
Community Marketing Ideas • Realtor Luncheon – high end food, targeted • Community Leader Luncheon • Event for FH Vendors • Groundbreaking/Ribbon Cutting Ceremony • Holiday Event • Block Party • Book Club Meeting • Scrapbook Meeting • Baby shower • Wedding shower • Moms groups • Tie to local sports events- reason to go • Interior Design Event • Library--Storytelling at model • Canned Food Drive • City Council/Mayor Luncheon • Fire/ Police Department Luncheon • ID-A-KID • Home Buying Seminar • Late Start School Breakfast for Teachers • Host School/Club Meetings at model • Open House/Fundraiser with local PTA/PTO/Band Booster/Athletic Booster • ($5 donation for everyone who shows up to $500) • Alumni Meetings at Model
Event Planning Process 1) Decide on event for your community • What type of event will be most successful to target your demographic? • Identify outside groups that would be interested in this event. • Try to determine a date and time that is most convenient for the group you are inviting. • You can always bounce ideas off Marketing
Event Planning Process 2) Create a plan that includes details and who is responsible for what. • Date/Time? • Who is the audience? • Budget? • Goals/Objectives? • Need for PR? • Food? • Tables/Chairs? • Giveaways? Allow 4 weeks for delivery if it is a new item, 2 weeks for repeat orders.
Event Planning Process 3) Communicate to sales/division manager on details and get budget approval • Before anything moves forward, the sales/division manager must give approval.
Event Planning Process 4) Develop invitation (with marketing support as needed), send to marketing to order through Printing Gallery • All invitations should go through marketing • Two weeks notice is required for invitations to be processed – so plan your event in advance
Event Planning Process 5) Promote Event • Send out invitations • Spread the word to local businesses/organizations • Follow up with phone calls • Utilize homeowners to help spread the word • The more effort put forth here, the better the results of your event! • Ask marketing if you want a facebook post or other support – 1 week notice
Event Planning Process 6)Fill out goal sheet! • The goal sheet is a document that explains the goals of the community-marketing party/meeting in a community. • The goal sheet is mandatory. • Provide to sales manager, who can share with marketing.
Goal Sheet (cont.) • Attendance Goals: • Homeowners: ____ • Referrals/Prospects:___ • New Visitors: ____ • TOTAL Party attendance: _____ Identify the means in which you are promoting your event as well as the attendance goals you are anticipating: • Activities: • Invited ___ people total • Invited ___ homeowners • Invited ___ prospects/other • Sent ___ emails • Called ___ homeowners/prospects • Walked the community:______
Goal Sheet (cont.) • One week after the event, this information will be filled in to complete the goal sheet:
Event Planning Process 7) Follow up with marketing post-event to communicate results • Please inform sales manager and marketing of your event details as soon as possible • Goal sheet will be completed with results • Roadmap will be updated to reflect event • Send any event pictures to Marketing (with photo release if you want posted to facebook)
Bandit Signs Options for signage targeting rental market Can be placed by team and ordered through Design Masters or ordered and placed by redirections. Should go to Google voicemail number – set up for phone tree.
Open Houses • Link to openings • Giveaways • Community events • Realtor wide open houses • Get permission from sales manager • Communicate timing with marketing, who will notify HMS • Order signs as needed – signs for community, market, model