Durham Farms is a Master Planned Community twenty minutes from downtown Nashville; so we built a brand that communicates small town vibes, with big city conveniences, where you’ll feel right at home. We channelled all the emotions that come with finding your happiness a community where you can live an active life to the fullest.
Durham Farms Brand Development
The identity system and messaging was created to embrace small-town charm, living in a connected community that offers a lush outdoor active lifestyle. From the spacious porches for gathering with neighbors, to the recreational green spaces, to fitness center and pool, and even robust activities by the on site Lifestyle Director – Durham Farms is way more than the beautifully designed homes.
The brand visuals and taglines capture the joy and personality of the Durham Farms atmosphere, and give their audience a sense of what it would be like to be a part of this community. Friendly fonts, colors, illustrations and endearing handwritten typography strike an emotional reaction. The brand emphasizes authenticity and community to establish a true sense of place.
Bright and vibrant wayfinding signage leads a potential home-buyer through the large community and its myriad amenities; visit the heart of the community, the Farmhouse, including a resort-style pool with a custom designed splash pad and “Tot Lot” for little ones; along with a state-of-the-art fitness center and miles of quiet walking trails.
BRANDING THE NEIGHBORHOOD
Banner flags with friendly and encouraging messages lead the home-shopper through Azalea Circle and the miles of walking trails, and can be updated seasonally. A custom splash pad was playfully designed for the little ones at the pool.
A FRIENDLY FACE TO WELCOME YOU
The mobile-responsive site not only beautifully showcases the different builders and house plans to prospective buyers, it communicates the overall Durham Farms brand and unique selling position – the active lifestyle. Video tells the story, and easy to use forms drive leads to the proper place. Durham Farms blog is fed rich content often which chronicles the neighbors, the active community’s events planned by the Lifestyle Director and updates for residents and prospects alike.
ALL ROADS LEAD BACK HOME
Billboard and out-of-home ads are designed to jump out at city-commuters and exemplify the rolling hills of Hendersonville, walking trails and community Farmhouse for a full-view of life at Durham Farms.
Thoughtful campaigns are established to show not only the quality homes and amenities, but the culture and feeling that is life at Durham Farms.
The campaigns are highly localized to the Hendersonville market, and other surrounding metropolitan areas who would have interest in migrating to Middle Tennessee.
A VIBRANT DIGITAL PRESENCE
Digital Banner ads are secured and link to targeted landing pages, based on the user demographic inline with our target personas, which lead to an automated workflow of lead campaign emails. These ads have not only increased digital leads, but driven engaged traffic to the website for brand awareness.
Durham Farms Feed
Sit back and relax with a cup of coffee and read all about the latest at Durham Farms. The quarterly community newsletter includes updates on events, residents, the phases build out update and the current homes available to all.
In The Press
An evolving PR Media Kit, media outreach and press coverage, along with content creation ensures we can promote the brand and grow the community.
“’Even when they’re home, residents of today’s master-planned communities usually aren’t sitting around the house. They are at the fitness center or the pool. At Durham Farms in Hendersonville, they might be found riding one of the community’s bicycles,’ said Reynolds with Goodall Homes.” Tennessean / USA TODAY NETWORK
“The Bakers moved from a Nashville neighborhood they loved but where establishing connections could be challenging. They are thinking of starting a family and wanted to meet other young couples. “We look at this as an opportunity to make friends our age who we have things in common with,” said Katelynn Baker.” Tennessean / USA TODAY NETWORK
“My goal is to build community, one connection at a time. I am constantly thinking of ways to connect residents in a fun and creative environment,” said Lacey (Lifestyle Director at Durham Farms). “Whether it be a community festival, where they can taste beers and listen to great live music, or a cooking class, or a workshop where they are creating a sign for their front porch…” Two Page (44-45) Feature in September/October 2018 issue of YOUR Sumner Magazine
““Green spaces play a special role in the community. Many times green spaces become the social hub for neighbors and families to gather both formally and informally,” said Suzanne Maddalon, Freehold Communities, the company that developed Durham Farms.” Tennessean / USA TODAY NETWORK
ENGAGE YOUR COMMUNITY
Highly-targeted Facebook + Instagram campaigns are carefully crafted for both general brand awareness and pushing leads further down the sales cycle; incorporating lead, lifestyle and retargeting campaigns. Website users and traffic referred by these channels have doubled in a year, with bounce rate decreasing by 21%, and duration increasing by 130%. Facebook Retargeting campaign boasts a 6% CTR, leads increased to 45 a month, and channel growth of 13% with like to follow ratio of 1:1. All of the social ad campaigns are supported with on-brand content and engagement posting, driving an authentic representation on social channels.
Durham Farms is a community where everyone knows your name, and familiarity is key. Their nurturing drip email marketing campaigns follow the same rule. It lets the potential homebuyer learn more about the community, its residents and the inclusive community of Hendersonville, Tennessee.
Whether it’s the Grand Opening, Harvest Fest or a small get together with neighbors, there’s always a reason to celebrate at Durham Farms.
Billboard designs, digital ads, social promos, print ads, radio spots and email blasts have been created and launched to promote the events to residents and prospects.
The Grand Opening of The Farmhouse was a huge success with record turnout and foot traffic throughout the model homes. And residents were happily engaged with all the fun activities led by the on-site Lifestyle Director, Lacey.