The Shores
Identity design, strategic planning and public relations
Craig Davis Properties acquired North Shore, a residential community whose original builder had left the project midway with only 33 of the 358 planned town homes and condos actually built.
Craig Davis Properties acquired North Shore, a residential community whose original builder had left the project midway with only 33 of the 358 planned town homes and condos actually built. This new development was central to North Carolina State University’s Centennial Campus plans for a vibrant community where people would work, teach, study – and live. Now with the original builder abandoning the project, North Shore was facing growing frustration within the community. Upon acquisition of the project, Craig Davis Properties turned to Kelly MarCom for guidance.
We set out to leverage the 18-acre waterfront property on the high-tech research campus as well as the unique lifestyle opportunity (an alternative to downtown living) available to commuters, University donors, alumni, campus employees and researchers. To best determine marketing direction and the viability of the location, Kelly MarCom undertook an extensive research study to generate demographic and lifestyle profiles of the most likely residents as well as to identify preferred housing types among the most likely residents (condo, apartment, town homes, lofts, etc). The results of this research guided our creation of a new name for the development, “The Shores,” and a new identity showcasing the desirable attributes of the new residential community and its location. Kelly MarCom developed marketing materials, events, PR and media plans, and community presentations to soft-sell the concept to organizations located in and around Centennial Campus.
Within just a few weeks of soft-selling, and before any open house events or advertising promotions had begun, five pre-sales were made from the community presentations and word-of-mouth exposure. Later, as a result of heavy promotions, the property attracted many homebuyers seeking an alternative to urban living. Currently Phase II of The Shores is underway with new town home and condominium floor plans in development.
