Case Studies.
Bob Webb Group
Luxury for all lifestyles campaign
Situation
In 2003, Bob Webb Home Builders engaged Marketing Works to create a new marketing campaign featuring
its new brand identity. Our challenge was to identify and inform consumers about the key differentiators
of Bob Webb homes in the Central Ohio homebuilding market.
Strategy
Marketing Works chose to target five key audiences: females, homebuyers, current customers, realtors and media. We created a multi-faceted campaign strategy with specific tactics geared to each audience.
Results
Overall sales increased 12 percent in 2003, outperforming the projected increase of 8.5 percent. Model home traffic in Central Ohio increased 15 percent. Inbound phone calls increased significantly based on follow-up interviews conducted with the sales team and corporate office. Marketing Works received a 55 percent return rate on completed customer surveys.