The Bath Club Estates

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A Limited Collection of Unlimited Possibilities

Campaign Slogan

The Bath Club Estates is a pre-development project conceptualized by the visionary developer, R. Donahue Peebles, owner of The Peebles Corporation. The estates within The Bath Club are the culmination of nearly a century of refinement, starting with the historic Bath Club in 1926 and continuing with The Residence at the Bath Club in 2005. The building would house a limited collection of 13 sweeping estates set on one of the last undeveloped stretches of oceanfront on Miami Beach.

On this project, Meredith Lambert fulfilled the role of Marketing Manager as she spearheaded the organization and completion of all aspects of the project. Meredith was responsible for attending weekly meetings with the team at the Peebles Corporation and the sales team from Douglas Elliman in order to report on updates on the progress of the project. In these meeting, Meredith discussed design feedback and campaign strategy in order to continue moving the project forward.

The overall goals for The Bath Club Estates 2014 marketing campaign were to help the sales team at Douglas Elliman with the sale of pre-construction units. However, this overall goal included the following objectives:

Raise awareness of The Bath Club Estates within the luxury community of Miami
Create a cohesive image of what life in The Bath Club Estates would be like to residents
Promote the benefits of the working with approved interior designers on the project
Create 3D renderings of the pre-construction building to give buyers a sense of place.

Branding/Identity Creation
Aerial Drone Photography
3D Renderings Based on Constuction Documents
Design of Marketing Ready Floor Plans from CAD Based FilesCustom Mobile-Responsive Website
Deluxe Print Book
Facebook Content Management
Targeted Digital Advertising – Facebook, Google AdWords, Google Banner Ads
Print Advertising
Email Advertising

The Bath Club Estates Responsive Website

One of the most important aspects of The Bath Club Estates marketing campaign was the design and development of a fully responsive website. The focus of the website was to convey the elegant simplicity of this pre-development project and guide visitors through the process of understanding the luxury lifestyle available at The Bath Club.

In the role of Marketing Manager on The Bath Club Estates project, Meredith was responsible for overseeing the design and development of the website from concept to the launch. This included working directly with the design and development teams to brainstorm solutions, organize informational structures, and problem solve when an issue arose. Meredith was also in charge of quality checking the entire site prior final launch to ensure functionality and that there was no missing content.

Visit Live Site

The Bath Club Estates Brochure

During the sales process for The Bath Club Estates, the team at Douglas Elliman requested the creation of a high-end brochure. This brochure was designed to express the look and luxury of the project in a form a buyer was able to take with them. The piece also contained all the pertinent information about the project for reference after the initial meeting.

The brochure for the Bath Club Estates was designed to express a simplicity and luxury that surrounded the entire project. The cover was printed with a soft-touch feel and an embossed logo to create a tactile relationship between the buyer and the project. For functionality sake, a pocket was included on the back cover of the brochure to hold a 24 x 36 floor plan of the unit the buyer was most interested in pursuing. These floor plans were printed with a low gloss finish to give a high-end finish, but to still allow a buyer to draw on their floor plan while they express their design desires for their unit.

The Bath Club Estates 3D Renderings

One of the most challenging aspects of any pre-construction marketing for a project like The Bath Club Estates is the inability to have photos to support the messaging of the brand. Therefore, we made the creation of 3D renderings a major priority in the development of this campaign. The renderings were created to accurately give a a sense of the physical space, but more importantly, they were created to evoke a feeling in the viewer and give them a sense of what life could be like at The Bath Club Estates.

Meredith responsibilities on this aspect of the project were unique to a typical Marketing Manager. With a background in architecture, Meredith was able to help the 3D artist read and interpret the floor plans and other construction documents received from the architecture firm on the project. She also assisted in locating and acquiring existing 3D elements to fill the space.

The Bath Club Estates Brochure

As part of the outreach completed on behalf of the sales team at Douglas Elliman, a monthly email was sent out featuring an aspect of the lifestyle or building. These emails were used to inform potential buyers of information about the building itself and to lend a sense of elegance to the project. People were urged to remember the history of the Bath House and the status within the Miami community that comes along with it.

This aspect of the Marketing Campaign was completely managed by Meredith. By working with the copywriters to brainstorm topics for the emails and working with the graphic designers to ensure the client was satisfied, she ensured that the emails were setup and sent out in a timely fashion.