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Strategic Marketing


March 2009

Campaign I: The Farm at Rifle BACKGROUND The Farm is a 150-acre real estate development with 569 planned dwelling units located on Graham Mesa in Rifle. The product mix includes single-family, duplex homes, patio homes, townhomes, and multi-family units in a neo-traditional style neighborhood with landscaped parkways and sidewalks, an elementary school, park, and neighborhood commercial areas. The developer envisions a true multigenerational neighborhood in which members of one extended family could live just a few blocks away from each other.

THE CHALLENGE Create a brand identity and website for The Farm that reflects the positioning – a new community with attainable homes and a friendly, traditional small town neighborhood atmosphere.

THE SOLUTION Develop a warm, friendly, and approachable logo identity and tagline for The Farm. Develop a website that presents the warmth of The Farm lifestyle and its cross-generational appeal (www.riflefarm.com).

A Neighborhood To Plant Your Roots.

Linden Marketing Group


Riley Hutchens Creative Director

Graham Mesa Development, LLC 201 Railroad Ave. P.O. Box 422 Rifle, CO 81650

201 Railroad Ave. • P.O. Box 422 • Rifle, CO 81650 • Phone: (970)625-1470 • www.riflefarm.com

P: (970)625-1470 F: (970)625-0803 thefarm@rof.net www.riflefarm.com

201 Railroad Ave. • P.O. Box 422 • Rifle, CO 81650

Graham Mesa Development, LLC • 201 Railroad Ave. • P.O. Box 422 • Rifle, CO 81650 Phone: (970)625-1470 Fax: (970)625-0803 • thefarm@rof.net • www.riflefarm.com

Letterset package

www.riflefarm.com

Linden Marketing Group


December 2007

Campaign II: Ironbridge Golf Club & Mountain Community BACKGROUND Ironbridge Golf Club & Mountain Community in Glenwood Springs is a family-friendly community in Glenwood Springs with a mile of river frontage, an 18-hole golf course, walking and biking trails, a rec area with a pool, kids’ water park, tennis courts, basketball court, and more.

THE CHALLENGE When Linden Marketing Group became involved with Ironbridge, the community was unknown to many and the design and messaging was spotty and inconsistent. The website sorely needed revamping. By interviewing the sales team and reviewing onsite traffic source reports, we learned that “word of mouth” and outside Broker referrals were the strongest sources of traffic.

We focused on an event-oriented strategy — fun events. We believed that once folks visited and experienced Ironbridge, they would inquire about purchasing property and tell others about the community. Linden Marketing Group designed “The Bridge,” a quarterly newsletter that portrays Ironbridge as the vibrant, friendly community it is. The newsletter is mailed to prospects, property owners, and Brokers to help maintain top-of-mind awareness. The website was also redesigned (www.ironbridgeclub.com).

The Results It worked. Consistent messaging, successful event marketing, direct mail, and a user-friendly website helped Ironbridge exceed sales goals.

THE SOLUTION A color palette was developed so that all marketing materials maintained a similar look. Cohesive, consistent design delivered messages that resonated with specific target audiences. However, they all communicated that there are “so many places to play at Ironbridge.”

www.ironbridgeclub.com

Linden Marketing Group


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Meet the Neighbors The Willis Family

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he Willis children just “can’t wait” for the new Ironbridge recreation area to be completed. “Every time we go to get the mail, the kids ask me to drive by the construction site to check on the progress,” says dad, Craig Willis.

Not only do the Willises walk and bike the paths throughout Ironbridge, the family sometimes bikes the path to Carbondale for breakfast at the Village Smithy. Craig and Jack fly-fish when they aren’t skipping rocks in the Roaring Fork River and the family has floated the river from Carbondale past Ironbridge.

In the winter, the kids sled the hill behind their home and practice their skills on the snowboard rails they build with 5 friends in the neighborhood. Of course, the Willis brood participates in many activities available to youth throughout the Roaring Fork Valley—skiing, snowboarding, baseball, soccer, and gymnastics. 6 “We’re excited about the golf membership (at Ironbridge)— that’s a bonus,” says Craig. “We got the kids out on the course last summer and we’re planning to sign them up for the golf clinics this summer.” Craig loves hiking the game trail high up on the ridge that looks out over the 14th hole and the mountains. His goal this year is to hike the ridge to Carbondale. 8

The bridgE

410 Ironbridge Drive Glenwood Springs, CO 81601

PLAYin your OWN BACKYARD.

Craig and Pam Willis and their three children, Jack, 11, Kira, 9, and Mikey, 6, were the second family to call 2 moved into the first Sopris Ironbridge “home.” The Willises Series neighborhood at Ironbridge in July 2005 and they have been living the Ironbridge lifestyle full tilt ever since. 3

Ironbridge Golf Club & Mountain Community Newsletter (970) 945-4300 ~ (866) 945-4301

May 2007

41 Glenwo0 Ironbrid ge od Sp rings, Drive CO 81 601

Ironbridge Rec Area to Open Early June

big fish|great golf|places to play|charming homes Pam explains that the family has enjoyed watching the wildlife at Ironbridge from their home. A large herd of elk migrates across the property, deer wander into their backyard, and eagles fly over the river. What attracted them to Ironbridge in the first place? After living in the Roaring Fork Valley for 16 years, Pam and Craig were looking for a different home and initially thought that Ironbridge was out of their price range. After attending a barbeque held at the model home when it was in the framing stage, the Willis’ realized that a home at Ironbridge was “doable.” Not only did Ironbridge offer new construction that was far off the main highway, the community offered the whole package—rec area, pool, trails, and the river. “Overall it’s the best value for what you get,” says Craig. And this summer you can bet you’ll see the Willis family romping in the new Ironbridge pool.

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Cast a line in the Gold Medal waters of the Roaring Fork River. Discover 18-holes of championship golf. Hike or bike the four miles of trails. Or play in the rec area with a pool, kids’ water park, tennis courts and more. And do this all under the careful watch of snow-capped Mt. Sopris. This is not a trendy vacation a way he Executivespot, Boardit’s is the gov- of life.

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reak out the swim suits, tennis rackets, and basketballs! The Ironbridge Golf Club & Mountain Community Recreation Area is scheduled to open in early June.

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This summer Ironbridge Club Members and their families will be testing the waters of the awesome new pool complete with rock water slide, spray park, and wading area for small children. The pool also includes two lap lanes for more serious swimmers. For a relaxing soak, they will be slipping into the Jacuzzi that overlooks the stream that runs through the community. There will be plenty of lounge N e w sl e tt e r chairs and tables around the pool for easy socializing with new neighbors. Another gathering place will be inside July the Pool House that is staffed by an thattendant ru Se ptem and fully furnished, complete with be a r47” flat screen TV. 2007

The Treasurer receives Ironbridge Have you had a dream of a riverfront home? Don’t delay, and deposits all monies erning body of the Ironbridge Property Owners’ more than half of the Ironbridge Phase II River Estate of the Association and Property Owners’ Association. The Homesites are now sold-- and it’s no wonder! There are few Association Board disburses such funds as is elected to perform the obliriver homesites in all of the Roaring Fork Valley and some News You Can Use gations of the Association relative to directed by resolution of the Ironbridge River Estate Homesites feature views of Estate homesites of the Executive Board; the River operation, maintenance, andfrom $300,000. Balisl Mt. Sopris. Private, Gold Medal fly-fishing Sign snowcapped co-signs all promissory up foryour back door on these 1/3 to 1+ acre homesites. Mark management of thehomes propertyfrom and allthe low $400,000s. Mountain What is the fa & Swoutside Tennhome Repai mous notes of the Association; improvements on the property. Build choose immaincustom is to suit your tastes perfectly oran college r th Executive at co-signs all checks of the d inDiv basket The IPOA Executive Board intwo gspectacular that are day an recruitin Lesso Ironbridge custom homes R ithfrom o ba ep g Association together with t d th ll wa Board? ns!phase. These homes featurelahand-m e initial Ironbrconstruction course you look coacMarguerite In This Issue s like cludes Brogan; Tom up the h on idge Rexteriors with log and stone accents, ce sh a second designated memen m and rufinished ba av to take somely an ce d. t lush tenden ing--mPresident; ag , Calendar of Events ec Area Schmidt, iss ju saidMattsuVerheul, adlandscaping, ber or members of the ts, fe ement pe It coul vantag nning,riverside and d views from inside the homes and on be st sc el rs be Vice President; Judith Whitmore, , Meet the Neighbors eptible on the co sw one th sure e of said th Executive Board, unless 11 urse. e same wa nel,Vice Tennis imm the decks, reFoerster, ing expansive especiPresident; to their finished walkout basements, and at su Eric di te lti , The Ironbridge Sales Buzz go le se Golf nnis ng in y abou ally ssons lf ne the Executive Board speinstru Prohigh-end course a lowe ase and/or Sue G finishes offethroughout. perin-Dirk ceGosda, t golfe suand Secretary; ss ct , News from the Pro Shop th re ita r io etique cifically directs otherd. at re eist pr in te r iq qu usic, 1. 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New elebrate ship ex comes an rt. nThe ingthe le pr ne so ss ev Vice President acts in place a pa ov ve hold office for such period, have Rec A 5130. elley Mattin ssons, pl ild th di bers of the Association together en r be ided nd e’re in vot, th e gras have ea gly at in a rea s cain tu e polic recent s to includ bigger issue and stead of the President the full such authority, and perform such rf with their addresses; and performs n 970-37 se in on send e mor staff y is to ly pick the sa as ou playin ly are ou swing at 9do firher an e of his or replac meinabilmay wn other mly absence, such duties ase required by the duties as the Executive Board Ir membe di teachi d our ve ed up th juniors an revent ne so In re w ot the exercisesction th designeg the ex r residents onbridge! r- wato act; and e te 6 n ng d ity, or refusal from time to time determine. This Board. it cam ro s. Rep e divot Failing th3 e how ra Is Membe game. Our those who ho lking and mower won’Executive su e awesom d golf courhilarating and Mem Not , Ca lace out, an e no sa t pull le with lendar se, th Arthur bers ate fu to implem and why of rs will be Pro Shop e new d tap the nd it of op ba yo is ey , di Ac ture pr ened en ck ur do Rec Ar pr vot ho tiv on May Ironbridge are playin Hills oblem t the prop golf course diligent in ea Party ities le to th feet, gent ovided, sm out. If you wn The ba , s. er Real Es ly pu More Rec Ar g in the etiq 26th. e cent Photos Fo techni lling thooth the di are 3 tate Up er. is for sis for ball ea wh que wi uette. ag r our Mem FOLD LINE , Tips gather than 100 vot e sides co ich 6 e repl ll crefrom th date Membe ed to land in mpetitive mark repair of the acing bers here , ar e po rs Pr Ba ce ea an an os at Ir ssib the ll mark le an d ag on d vantag unrepair s and the po June 9t brate the d their gu only cole. Howev divot with onbridge, ed divo ronomic redivot replac Divots ne er th By le e, just as em bors ol to chat wih. They ga w recrea ests aving having ts place a asons. Balls ent approp ntainers fo , if it is no e displace we encour an tio th th t d turf da go und on riatel ered possib tu to new fr cue pr d to fe y. aroundn maged putt overlfer at a di that By le, us rf when th ie as ep nd e t ca ar e ad s on sadth rt and and ne (unrep Kids ed by he a sum sp aired) ball mark. you wi ring to th fill th e sand spray lashed in Fin’s Gri ptuous ba ighll e divo es , it be lle & rbet comes enjoyabl help ensure e simple ru slide. park, and the pool Raw les of , sli tine co e while he that yo Ba golf the pl Some child d down th played in r. ur ndition lping to keep golfing ex etiquette, . climbi ayground ren scame winding wa the our co perience ng an pe ter d scal re wall. is urse in ed up d around Tennis pristhe ki on the Pro Sue G 970.945.4300 | toll free 866.945.4301 | 410 Ironbridge Drive | Glenwood Springs, CO 81601 | www.ironbridgeclub.com ds’ shot so new tennis eist offere d Check me hoops oncourts and some poin th te out th e even the new ba e Willis fam rs Yes, th sketba t phot ily Ironbridge Golf Club and Mountain Community reserves the right to modify its offers at any time. See a sales associate for details. is os on is Ir ll It’s fr page 3. court. iendly. onbridge. It It’s th e way ’s casual. life wa s inte nded. 9

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Life starts HERE.

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But that’s not all! The new Rec Area also features two tennis courts, a basketball court, a climbing wall for children, shaded picnic area, and playground with children’s play equipment. Lush landscaping surrounds the pool and other recreational amenities. Plans are underway to provide private swimming and tennis lessons to Ironbridge Club Members. The 18-hole Arthur Hills designed golf course, four miles of hiking and biking paths, and one mile of Golf Medal fly-fishing access on the Roaring Fork River at Ironbridge have enabled Ironbridge residents to live the Colorado lifestyle. Now there are even more ways to have fun at Ironbridge! Members, be sure to mark your calendars for the Member Rec Area Grand Opening Party on Saturday, June 9th. Everyone is invited to the Grand Opening event on Saturday, June 30th.

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Event Postcard and Newspaper Advertisement

Linden Marketing Group

Newsletter


October 2005

Campaign III: Town Center Carbondale BACKGROUND Town Center Carbondale is a mixed-use development in the heart of downtown designed to blend with the Victorian feel of old Carbondale. The project will ultimately include five buildings with residential loft units upstairs and commercial space downstairs. The developer had an existing logo and allocated a minimal budget to kick off the project..

THE CHALLENGE Introduce Town Center Carbondale with a minimal budget. Carbondale has come into its own with renowned restaurants, galleries, and great golf, but maintains a character all its own. Communicate the message that there are luxury residences available smack dab in the middle of it all.

THE SOLUTION Position the residences at Town Center as the fashionable place to live in the valley’s hip destination: Carbondale. We used a tongue-in-cheek jab at Aspen: “All the character without the attitude.”

Teaser Ad Campaign

The fully integrated marketing campaign included: • A series of clever concept ads placed on consecutive right-hand pages of the newspaper. • An on-site Broker event that showcased uptown living in downtown Carbondale. Invitations were sent via direct mail and email. • A public open house in the height of the summer season was advertised in the newspapers. • A newspaper ad featuring the first business to purchase a commercial unit explaining why the owners are “bullish” on Carbondale and Town Center. • A pocket folder with inserts tell the story of Carbondale and loft living. • Media coverage by pitching different angles depending on the publication.

The Results The ads definitely broke through the clutter. The Client was thrilled with the number of calls received. We had a good turnout for the Broker event. The Mountain Business Journal ran a front page story on Town Center. Aspen Peak Magazine also ran a full page story. The first Town Center Carbondale building, including all residential lofts and commercial space completely sold out — quickly. Linden Marketing Group


Direct Mail Open House Invitation

Newspaper Ad Tie-In to PR Campaign

Pocket Folder and Inserts

Linden Marketing Group


2004

Campaign IV: Aspen Glen BACKGROUND Marketing research indicated that there was a niche for a maintenance-free, single-family ranch-style product on larger homesites. This product also filled a particular price point niche that was not being represented. There was a perception at the time that every home in Aspen Glen was priced over $1 million.

THE CHALLENGE Create a brand presence for a new product in Aspen Glen at a price point below most other singlefamily homes in Aspen Glen. Develop a consistent look and feel that connects the luxury amenities of Aspen Glen with the rustic and approachable

THE SOLUTION Design a simple, clean logo that fits with the architectural style of the neighborhood without competing with the Aspen Glen logo. Develop an intro campaign including a series of teaser postcards, newspaper advertising, and inserts, with the message that the dream of mountain country club living was now within reach. Develop a fulfillment piece that was relatively inexpensive to produce and could be easily updated as features and prices change.

THE result Calls received about the new release were screened to determine how they learned about Sundance. Lead source reports were maintained. Aspen Glen was delighted with the response.


Direct Mail Postcard Campaign

Newspaper and Magazine Advertisements


April 2009

Campaign V: Reliant Plumbing and Heating BACKGROUND A family-owned plumbing and heating company with a loyal customer base, Easy Tap was poised for growth. Identifying a new name and brand identity that more accurately describes the business and the company’s commitment to above-and-beyond service was the first step.

THE CHALLENGE Determine a name and develop a brand identity that reflects the company’s positioning as the professional plumbing and heating company that provides helpful, dependable, and personal service.

THE SOLUTION Team brainstorming sessions and client input resulted in a new name and tagline: Reliant Plumbing & Heating – “Expert plumbing by people who really care.” The logo quickly identifies the business as a plumbing and heating company while portraying a professional and friendly image.

Linden Marketing Group


Letterset package

Linden Marketing Group


July 2010

Campaign VI: Cathedral Ridge THE CHALLENGE LMG was hired by the Episcopal Diocese of Colorado to develop a new name, brand and marketing plan for a 156-acre camp, conference and retreat center that was purchased in Woodland Park, Colorado. The Center’s target audience includes individuals and groups of all ages, both within and outside the Episcopal Church.

THE SOLUTION LMG conducted several focus groups among secular and non-secular groups throughout Colorado to obtain input on the concept of the center, as well as attitudes and perceptions toward potential names. The key learning from the groups provided input for the redevelopment land plan, as well as the branding and marketing plan. While the word “Cathedral” has spiritual connotations, it also eludes to the physical characteristics of the center’s setting, as does “Ridge.” The Cathedral Ridge logo portrays natural elements of the geography surrounding the property to give a Colorado feel. The logo is welcoming, calming, and depicts Cathedral Ridge as a place to get away

Linden Marketing Group


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