Greenpark is one of Canada’s largest home builders, known for its reputation of building dependable homes in low-rise communities throughout the GTA since 1967. In recent years, Greenpark has moved into the high-rise market, building condos in Toronto and Markham.
330 Richmond was an unnamed development with preliminary designs when Greenpark asked Impact North to market it from start to finish - name it, brand it, advertise it, sell it. This unique building in the heart of Toronto’s entertainment district features a 24th-storey pool overlooking the city, a fabulous stepped architecture, plenty of amenities within the building and an entire city of endless restaurants and things to do in every direction. We were ready for the IDEA process.
We were done with the I (identify). Now we D (discovered) that the building’s main selling point was the amenities. What we were offering inside the building and outside the building was a combination that would appeal to anyone considering the purchase of a downtown condo. E (evaluation) showed us that nearby condos didn’t have the same wealth of amenities inside, and buildings that did have them were not in nearly as appealing a spot. Now we could A (act).
With the address being such an obvious selling point, naming the building “330 Richmond” made the most sense strategically - every time the name is mentioned, the location is very clear. The logo was designed with a modern font that was both youthful and luxurious. With great layouts ranging from bachelors to 3 bedrooms, every suite in this building was a winner. Combined with the prime location, 330 Richmond was ready to be branded as “Toronto’s Newest Suite Spot”.
The first thing we did was produce a registration website for the project, which featured a teaser video. None of the designs or renderings were available yet, so the video sold the lifestyle and excitement.
An online SEM (search engine marketing) campaign was implemented to ensure potential buyers would find 330 Richmond when searching for new condos in Toronto , and an ad campaign was placed in magazines and newspapers including the Toronto Star and Globe and Mail.
Over 1,000 pre-registrant names were gathered over a span of 3 months. In that time, the building on-site (formerly Lot 332 night club) was completely renovated to become a spectacular sales centre, containing model suites, a café, multiple touch screens and a model of the building. Signage was placed in the windows and on a visible side wall to inform the public about the condo (which helped gather more pre-registrants).
The touch screens inside featured a 3D interactive rendering of the building, offering potential buyers the ability to view 330 Richmond from virtually any angle. Beautiful interior renderings and a detailed amenities map were also produced for the screen, added to the video and place in stunning brochures, which were produced to give buyers a piece they could take pride in while they await their new downtown escape.
Results: TBD - the site has not opened to the public yet, but excitement and anticipation are evident.
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