Need

Avalon Park Group needed an updated Web site for both its corporate entity and urban traditionalist-style master-planned community, Avalon Park. The community also required an outdoor advertising campaign and print ads, as well as posters and flyers to promote special community events. Avalon Park also wanted to position its downtown district as Southeast Orange County’s own town center for shopping, dining, professional services, entertainment and community events.

Background

Avalon Park Group is a diversified group of companies with experience ranging from concrete manufacturing to master-planned community development. Its corporate family includes the 1,860-acre Avalon Park, which has 250 acres of created lakes, walking/biking trails and a pool for each neighborhood village. The community features a mix of housing types, office/commercial buildings and a downtown area. Planning includes approximately 3,400 single-family units, 1,431 multi-family units and more than half a million square feet of commercial space.

Strategy

Technetium worked with Avalon Park’s marketing department in formulating a campaign to position its downtown district as Southeast Orange County’s own town center for shopping, dining, professional services, entertainment and community events in order to drive business from those in the surrounding area. We also recognized the need to emphasize the development’s New Urbanism lifestyle, which blends the best elements of traditional town planning with sustainable features and contemporary amenities.

Action

Technetium launched Avalon Park’s awareness campaign with outdoor advertising designed to drive traffic to Avalon Park’s seasonal Farmers Market and Downtown Avalon Park itself – encouraging Farmers Market shoppers to stay and make a day of it downtown. Print ads focused on Avalon Park’s newly constructed corporate headquarters and state-of-the-art medical building to generate interest among potential tenants. The new APG Web site was designed to appropriately represent the corporation as a dynamic international enterprise, while the new Avalon Park Web site combines a clean graphic style and easy navigation to create an enjoyable, informative interactive experience that immerses the visitor in the essence of this unique community.

Result

APG now has a Web site that conveys its brand image as a successful international corporation. The awareness campaign for Avalon Park has raised its profile among metro Orlando residents as a thriving town center that offers numerous amenities for all, rather than exclusively for community members.