The Manor Golf and Country Club
Live Where You Belong
The Manor Golf & Country Club, located in Milton, Georgia, is a club community that offers amenities such as world-class golf, tennis, swimming, dining and community events. The focal point of this high-end gated community is the 32,000-square-foot European-style clubhouse with a beautiful view across Manor Lake and over the only Tom Watson-designed championship golf course in Georgia.
As the Marketing Manager on this account, Meredith oversaw the completion of all aspects of the Marketing campaign and acted as the liaison between the client and the agency. The full service marketing campaign included everything from traditional components such as branding, print design, web design, print and digital advertising, video production, and social media marketing to the more involved design and build out of a full service sales center.
The overall goals for The Manor Golf and Country Club 2015 marketing campaign were to help the sales team at Atlanta Fines Home Sotheby’s International Realty close deals on the sale of move-in ready estates and spacious ready-to-build lots. However, this overall goal included the following objectives:
- Drive high quality leads to the sales team
- Raise awareness of The Manor neighborhood as an option for life outside the city center
- Inform the public on the benefits of life in the Milton area
- Create a cohesive image of what life in The Manor is like under the slogan ‘Live Where You Belong’
- Promote the benefits of the working with approved builders allowed to work within The Manor
In order to meet the goal and objectives of The Manor Golf and Country Club project, a full 360-degree marketing campaign was proposed to ensure that every faucet of The Manor’s brand was effectively represented and getting in front of the right audience. This campaign included the following components:
- Branding Refresh
- Original Film Production
- Original Photography
- Stationery Package
- Custom Mobile-Responsive Website
- Deluxe Print Book
- Facebook Content Management
- Targeted Digital Advertising – Facebook, Google AdWords, Google Banner Ads
- Facebook Video Advertising
- Print Advertising
- Outdoor Advertising
Throughout the 2015 marketing campaign for The Manor Golf and Country Club, we were able how to reach people more effectively online for a lower cost per lead and have a large impact for the overall brand awareness. The following are some of our data-driven results:
- Decreased digital advertising costs by 32% while increasing conversions by 20%
- Increased click-through rates by 26%
- Our cost per conversion (qualified digital leads) was 43% lower in the second half of the year than the first
- 45% month-over-month increase in call volume over first 6 months of campaign
- Call extensions within Adwords drove up average talk time nearly 20%
- Calls arriving from print collateral had 55% higher average talk time
- Reached over 75,000 people on Facebook, driving 1,800 qualified likes within 30 days, and over time reduced the average cost per like by 26%
The Manor Lifestyle Brand Video
An important component in The Manor’s 2015 marketing campaign was the promotion of what life is like when you live in The Manor Golf and Country Club, this became known as ‘The Manor Lifestyle’. In order to fully display what this lifestyle looks like, we created a pivotal piece of video content to capture this otherwise undefinable feeling. The goal of the video was to invoke a feeling of happiness and a sense of belonging within the viewer to spur them to take the step toward life in The Manor.
Meredith’s Role in the Video Production
This project involved a full cast and crew of people in order to make the concept into a reality. Meredith’s role throughout the project was as a catch-all video producer, having 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.
The Manor Responsive Website
At the start of the 2015 marketing campaign for The Manor Golf and Country Club, a newly designed website was necessary. Not only did the previously existing website need a more modern face lift, but the existing site was not responsive and therefore was extremely hard to navigate on a mobile device. The new design for the site is clean and simple with an emphasis on visual components such as the photography and videos. Also, before the going live, all on-site SEO was completed to ensure a high rank upon launch.
As the Marketing Manager, Meredith was responsible for the all communication with the client about the design and development of the site. She facilitated the translation of feedback to the team from the client as well as representing the design team in meetings with the client. Meredith was ultimately responsible for launching the site on time and quality checking functionality and design before launch.
The Manor Builder Interview Series
There are two ways to join the Manor Lifestyle; buy a move-in ready estate or purchase an available lot and build your dream home from the ground up. However, only a select number of pre-approved builders are allowed to build homes in The Manor and each of them has their distinct style and work method. As a way to introduce clients to these builders and help them select one, we created a series of interviews in which each builder would have a chance to tell their story and display their work.
Each of the 12 interviews was made available on the newly designed website and on an interactive interface within the Manor Sales Center. This video content helped to promote the level of service and customizable lifestyle available at The Manor in a way that made it easy for buyers to understand.
Meredith’s Responsibilities on the Builder Interview Series
- Coordinated and scheduled interviews with each builder to take place over 2 days
- Prepared written questions in advance of interviews
- Communicated with local Atlanta crew to set times and handle set-up/break-down
- Scouted locations to find a suitable, neutral ground for all the interviews
- Conducted interviews with builders and coached them to be comfortable on screen
- Gathered media from each builder to be included as b-roll in the interviews
- Organized footage for post production team
- Acted as liaison between client, builders, and the post-production team
The Manor Brand Photography
As is the case with any marketing campaign that includes a rebranding effort, the 2015 campaign for The Manor Golf and Country Club was in serious need of updated photography. One specific request made by the client was to have lifestyle photos showcasing people living and enjoying the amenities available within The Manor. In order to capitalize on our time and resources, we brought in a photographer to capture lifestyle imagery during the shoot for the lifestyle video. Photos were taken in and around the facilities, including aerial imagery, with a particular emphasis put on capturing people.
2015 Print Ad Campaign
Complete Project Credits
Agency: Virsocom / Stradigys
Marketing / Project Manager: Meredith Lambert
Creative Director & Copywriter: Christian Cipriani/Good Work Advertising
Associate Art Director: Carlos Dominguez
Video Editor: Oscar Luna
Phase I Art & Video Directors: Gerald De Bruijn, Mario Behr
Photography: Luis Munoz
Director of Photography: Michael Chase / Chase Light
Second Camera: Anthony Bonnet
Development Director: Raymond Gonzalez
Web Development: Victor Ramos
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