Live Apartment Style – Marketing Campaign to the Highest Bidder

Going Once, Going Twice

What do you do when you have a creative idea, but nobody to really sell it to directly? Mind Racing Media, is putting that question to the test right now. After 12 years of working in the apartment industry for companies such as Village Green Management, Edward Rose and Sons and The Laramar Group (3 of the top 30 largest management companies) he decided to launch his own marketing company, Mind Racing Media. Culling from best practices and marketing successes at many high-profile development launches and property re-brandings, Owen has created the “Live: Apartment Style” marketing campaign. The concept is based around all the services and benefits related to renting an apartment – maintenance-free living, no lawns to mow or weeds to pull, fitness and social amenities at one’s doorstep, and more free time to enjoy living instead of residential upkeep. A proven marketing concept with one catch: Owen had no way to use the campaign. Yet.

In his previous corporate career, Owen’s marketing ideas didn’t have to be “sold” to a client – they simply had to be approved by ownership and management. In 2005, Brian resurrected an old campaign, “The Grass is Greener at Village Green” by having his graphic design team add elements of green grass to stock photography of standard elements found at Village Green communities. A woman ran on a treadmill with a grass belt; a group of young professionals played pool on a table with grass instead of felt; and a woman lounged on a grass raft in a sparkling pool. He tweaked the old Village Green tradition of spray painting the communities’ grass bright green in March in honor of spring and St. Patrick’s day by instead giving away tins of wheat grass that prospects could grow in their kitchen and which were branded with the Village Green logo and tagline – far less messy and more environmentally friendly.

In 2008, at Edward Rose & Sons, Owen created an entire marketing campaign where prospective renters were encouraged to “Live. Better.” This campaign did well during an economic downturn in Detroit. Owen felt it was not a time to promote luxury and “resort style living” but a time to promote value and service. While images portrayed luxury amenities, the tagline spoke of a simple offer. The campaign under-promised and over=delivered. Renewals during that time period were coveted and became a top priority for the Detroit market.

Owen has branched out to create his own company in the last year, but retains several property management and real estate clients. “I am still passionate about leasing and marketing apartments,” Owen said. “Several of my clients are in the real estate industry and I have been helping them with their social media, training, websites and SEO strategies. The difference today is that when I come up with an idea, I have to be very protective of who I pitch it to. When I came up with the ‘Live: Apartment Style’ campaign, I just didn’t know how to best approach it so I revisited a tactic I used in the past when I auctioned an apartment on eBay for Village Green Companies. I’d love to say that this is a unique idea, but once again, I simply brought back an old idea that worked and put a new twist on it.”

Owen has secured the website http://www.liveapartmentstyle.com, has developed much of the imagery and wording for the campaign, all of which will become the property of the winner of the eBay auction. He is also including 40 hours of consulting to add further value to the campaign and ensure its success. The auction will begin on June 18 and will run for ten days. He will be practicing what he preaches to promote the campaign using Facebook, Twitter, Pinterest and LinkedIn to get the word out to the industry. For more information, visit http://www.facebook.com/mindracingmedia.

Go directly to the auction –

Going Once, Going Twice

DENVER, CO, May 16, 2012 — What do you do when you have a creative idea, but nobody to really sell it to directly? Denver’s Brian Owen, president of Mind Racing Media, is putting that question to the test right now. After 12 years of working in the apartment industry for companies such as Village Green Management, Edward Rose and Sons and The Laramar Group (3 of the top 30 largest management companies) he decided to launch his own marketing company, Mind Racing Media. Culling from best practices and marketing successes at many high-profile development launches and property re-brandings, Owen has created the “Live: Apartment Style” marketing campaign.  The concept is based around all the services and benefits related to renting an apartment – maintenance-free living, no lawns to mow or weeds to pull, fitness and social amenities at one’s doorstep, and more free time to enjoy living instead of residential upkeep.  A proven marketing concept with one catch: Owen had no way to use the campaign.  Yet.

In his previous corporate career, Owen’s marketing ideas didn’t have to be “sold” to a client – they simply had to be approved by ownership and management.  In 2005, Brian resurrected an old campaign, “The Grass is Greener at Village Green” by having his graphic design team add elements of green grass to stock photography of standard elements found at Village Green communities. A woman ran on a treadmill with a grass belt; a group of young professionals played pool on a table with grass instead of felt; and a woman lounged on a grass raft in a sparkling pool. He tweaked the old Village Green tradition of spray painting the communities’ grass bright green in March in honor of spring and St. Patrick’s day by instead giving away tins of wheat grass that prospects could grow in their kitchen and which were branded with the Village Green logo and tagline – far less messy and more environmentally friendly.

In 2008, at Edward Rose & Sons, Owen created an entire marketing campaign where prospective renters were encouraged to “Live. Better.” This campaign did well during an economic downturn in Detroit. Owen felt it was not a time to promote luxury and “resort style living” but a time to promote value and service. While images portrayed luxury amenities, the tagline spoke of a simple offer. The campaign under-promised and over=delivered. Renewals during that time period were coveted and became a top priority for the Detroit market.

Owen has branched out to create his own company in the last year, but retains several property management and real estate clients.  “I am still passionate about leasing and marketing apartments,” Owen said.  “Several of my clients are in the real estate industry and I have been helping them with their social media, training, websites and SEO strategies. The difference today is that when I come up with an idea, I have to be very protective of who I pitch it to. When I came up with the ‘Live: Apartment Style’ campaign, I just didn’t know how to best approach it so I revisited a tactic I used in the past when I auctioned an apartment on eBay for Village Green Companies. I’d love to say that this is a unique idea, but once again, I simply brought back an old idea that worked and put a new twist on it.”

Owen has secured the website www.liveapartmentstyle.com, has developed much of the imagery and wording for the campaign, all of which will become the property of the winner of the eBay auction. He is also including 40 hours of consulting to add further value to the campaign and ensure its success. The auction will begin on June 18 and will run for ten days. He will be practicing what he preaches to promote the campaign using Facebook, Twitter, Pinterest and LinkedIn to get the word out to the industry. For more information, visit http://www.facebook.com/mindracingmedia.

 Go directly to the auction.
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