1065 Midtown Private Residences

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This is Midtown

Campaign Slogan

1065 Midtown is the name for the luxury residences located on the top floors of the Loews Atlanta located in the heart of the Midtown neighborhood. Each floor housed no more than five residences with each two- and three-bedroom luxury apartment offering panoramic views of the Atlanta skyline and nearby Piedmont Park.

As Marketing Manager for the 1065 Midtown 2015 Marketing Campaign, Meredith oversaw all aspects involved in this full service campaign including acting as the liaison between the agency, the fulfillment team, and the client. The campaign encompassed a full, 360 degree marketing plan including branding, print design, web design, print and digital advertising, video production, and social media marketing.

The goals for the 1065 Midtown 2015 marketing campaign were ultimately to assist the sales team close deals on the sale of move-in ready apartments located on the top floors of the Lowes Atlanta. However, this overall goal included the following objectives:

Drive high quality leads to the sales team
Raise awareness of 1065 Midtown and the transformation the Midtown neighborhood has undergone
Inform the public on the conveniences of life in Midtown Atlanta
Create a cohesive image of what life in 1065 Midtown is like under the slogan ‘This is Midtown’

Branding Refresh
Original Film Production
Original Photography
Stationery Package
Custom Mobile-Responsive Website
Deluxe Print Book (perfect binding, soft touché paper, spot UV effects)
Print Brochures
Facebook Content Management
Targeted Digital Advertising – Facebook, Google AdWords, Google Banner Ads
Facebook Video Advertising
Print Advertising
Email Marketing Campaign
Direct Mail Campaign
Outdoor Advertising
Environmental Signage
Event Collateral
Monthly Newsletter about Midtown area

43% growth in calls to the 1065 Midtown Sales Center
1000% growth in monthly Newsletter signups
Drove down our Google AdWords cost per click by 10.3% – the result of higher quality ad scores
36% click increase on Google AdWords campaign
4000% increase in qualified Facebook fans through targeted advertising
95,000 targets reached by Facebook ad campaign in just 60 days
20,000 targeted views on our Facebook video ads
23% increase in overall website traffic, 22% increase in page views

1065 Midtown Lifestyle Brand Video

One of the main struggles 1065 Midtown faced prior to their 2015 marketing campaign was showing potential buyers what life would be like living in the heart of Midtown Atlanta. Therefore, creating a visual in the form of a showcase video became a crucial component to the overall marketing effort. The primary goal of this video was to invoke a sense of belonging within the viewer and give them a taste of the luxury in life they can expect with life at 1065 Midtown.

Meredith’s Role in the Video Production

Much like the video production for The Manor Golf and Country Club, this project involved a full cast and crew of people in order to make the concept into a reality and, throughout the project, Meredith fulfilled the role of a catch-all video producer. She had a hand in all aspects of making the final product a reality. Some specifics behind this role include:

Interviewed and hired the actors/actresses cast through a local Atlanta agency
Created and organized production schedule for the 2-day shoot
Communicated with cast and crew during pre-production
Organized shot-list alongside the Creative Director
Organized craft services during the 2-day shoot

On-site throughout the 2-day shoot to keep team on schedule
Managed costs through pre- and post-production to stay within budget
Organized footage for post-production team
Provided notes on final video editing
Acted as liaison between the client and the agency on all notes during pre-production, production, and post-production.

1065 Midtown Responsive Website

See the Live Website

It quickly became apparent that the 2015 marketing campaign for 1065 Midtown required a newly designed, responsive website. Since this development project did not have an existing website, the entire design and development was a new from the ground up. The newly designed website focused heavily on displaying imagery of the apartments and promoting the lifestyle and amenities in the Midtown Atlanta area. Before the site was launched, all on-site SEO was set up and approved for a successful launch.

Meredith managed this campaign as the Senior Marketing Manager with Stradigys. She was responsible for the all communication with the client concerning the site’s design and development, and facilitated the translation of the client’s feedback to the team. She was the representative for the design team in meetings with the client, handling weekly presentations and discussions. Ultimately, Meredith was responsible for launching the site on time and quality checking functionality and design before launch.

1065 Midtown Photography

The launch of the 2015 marketing campaign for 1065 Midtown was in need of fresh, professional photography. The primary goal of the photo shoot was to take lifestyle photos showcasing the lifestyle available to residents of 1065 Midtown and the amenities available in the surrounding neighborhood. In order to save time and resources, we brought in a photographer to capture lifestyle imagery as a part of the video shoot. Photos were taken in and around the luxury apartments and the Midtown neighborhood, including aerial drone photography, with a particular emphasis put on capturing people.

1065 Midtown Luxury Brochure

In a luxury real estate project like 1065 Midtown, it is best practice to have a physical piece that potential buyers can take with them after touring the space. In order to fulfill that need, a luxury brochure was designed with the updated branding and photography.

The brochure contained information about the neighborhood of Midtown within Atlanta, floor plans of the available apartments, and a look into the lifestyle available to the residents of 1065 Midtown. The piece was designed with a soft-touch cover and embossing to give a physical feel to the luxury of the project. There was also a pocket included in the design to house an 11×17 floor plan of the specific unit discussed with the agent.