Inspired Design: TRI Pointe Homes Candelas Ad

Kovach Marketing is proud of this magazine ad for the Encore Collection luxury neighborhood at Candelas in Arvada, Colorado. Designed as an invitation to pursue greatness, inspiration came from the homebuilding excellence of TRI Pointe Homes and its location in the gorgeous, sprawling master-planned community. The headline “Big. Bold. Beautiful.” grabs the viewers’ attention and says it all, supported by photography of a beautiful interior and the surrounding topography worth a thousand words. As the photography itself tells so much of the story, we felt there would be more power in fewer words with greater meaning. The small amount of copy keeps the ad sophisticated, clean and uncluttered, as is the world of the Encore Collection at Candelas.

Our agency has the honor of providing marketing and advertising services for the Colorado division, as well as the Northern California division, of TRI Pointe Homes. TRI Pointe Homes embraces a passion and commitment to lead the way in new home craftsmanship. We invite you to discover their homebuilding excellence at www.TRIPointeHomes.com.

Click here to learn more about Candelas at Arvada.

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Kovach Marketing Introduces Shea 3D

Call it the ultimate in buyer engagement, because that’s what it is. Shea Homes’ new Shea 3D design innovation, now being showcased at Ventana in Esencia, changes the way homebuyers see their future. Buyers not only select their floorplan, they also select the configuration of its primary living areas to focus on kitchen-centric, entertainment-centric or outdoor-centric design. Home shoppers can access the app by scanning a QR code on-site and watch their phone or tablet screen to see the room transform around them.

Presentation of this evolutionary concept took a multi-layered approach that included education, demonstration and visualization. Kovach Marketing combined the three layers in a diverse set of marketing tools, each with its own function, and all unified to the overall Shea 3D core message. These tools included brochures, website presentations, a smart phone app, model home displays, and public relations efforts.

“Home buyers don’t expect to be able to do what Shea 3D lets them do,” said Dana Kovach. “As they encounter the different demonstrations of how Shea 3D works, and how it benefits them, they become aware that they’ve got a unique opportunity to shape their home according to their personal tastes and preferences. Giving them the best tools to understand and appreciate their opportunity brings buyer engagement to a exciting new level.”

Experience Shea 3D at www.SheaVentana.com/3D.

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Behind the Scenes Look at Getting Creative on Parasol by TRI Pointe Homes

Kovach Marketing had a lot of fun developing the theme for Parasol by TRI Pointe Homes, a townhome community in Fremont, CA. The goal of the marketing platform was designed to not only showcase the builder’s innovation in architectural design, but the promise of metropolitan living at its finest in a city that has won awards for quality of life.

The name Parasol and its umbrella logo design is meant to encompass all ages of life…as under an umbrella, where the sanctuary of home can be found by all. Fun images, brightness and color invite the viewer into a world of connecting with others and with community for a good life, a simple life filled with warmth and sophistication.

Unique messaging includes “Fremont Happenings” to capture the essence of how Parasol will offer much more than a house, but the attractive world of Fremont and living in a connected community.

Click here to view Parasol by TRI Pointe Homes.

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Kovach Marketing Designs New Website for Griffin Residential

In addition to the creation of the websites for Serrano Hills in Yucaipa, Bella Vista Estates in Riverside, and Heritage Crossings in Wildomar, Kovach Marketing was honored to be able to design and develop Griffin Residential’s new corporate website. The design is modern, clean, and responsive, built to showcase the company’s identity.

Griffin Residential has a history beginning over a century ago, establishing a privately owned home building and land development business that is rooted in creating exceptional homes and communities in Southern California. Griffin Residential thinks of home building as a way of life and a dedication to honor and uphold the Griffin family’s legacy of integrity and respect. Today, Griffin Residential continues that legacy with high-quality construction, meticulous attention to detail, and superb customer service – they understand the way people aspire to live.

Get to know the people and the company and learn more about their vision of a higher standard in building homes, land development, and community revitalization at www.griffin-residential.com.

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HomeAid America "Unselfie" Campaign

It’s always exciting when a plan comes together, particularly for a great cause!

This year, Kovach Marketing had the privilege and opportunity to design and implement the “Unselfie to Help End Homelessness” campaign for HomeAid America, sponsored by Wells Fargo. HomeAid is the charity of the building industry and one of the nation's leading non-profit organizations building new lives for America’s homeless families and individuals through housing and community outreach. We are happy to be HomeAid America’s marketing partner, and proud of our involvement over the last 25+ years.

Unveiled at PCBC in San Diego June 24th, the campaign allowed visitors to stop by the booth to take an “unselfie” with their pledge to help end homelessness and learn more about HomeAid America. Participants were then encouraged to share their photo through social media to spread awareness of the organization.

The campaign created activity at the event and served as a draw for the HomeAid booth, as well as augmenting the organization’s social media efforts. The HomeAid America Facebook page garnered approximately 75 percent more page likes during the UnSelfie Campaign then it would usually get in a similar timeframe. Post reach saw an 869 percent increase during the campaign and immediately after, and post likes went up by nearly 500 percent.

A Twitter party planned in house and hosted in part by our social media coordinator ran simultaneously for one hour during the first day of PCBC. The Twitter party was an opportunity for those not present at PCBC to experience some of the activity at the booth on the event floor, as well as to learn more about HomeAid America’s national fight against homelessness.

Overall, the campaign was a great success and a lot of fun. Local divisions of HomeAid across the country are considering adding the “Unselfie to Help End Homelessness” campaign to their event presence in the near future.

Click here to learn more about HomeAid America: www.HomeAid.org

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A Shifting Population: College Grads Are On the Move

Where college grads move after school has the potential to change the demographic landscape of the nation. More and more young people are going urban and choosing to live within three miles of various city centers, and not just in New York or Los Angeles. The largest increases in college graduate populations are in Denver, San Diego, Nashville, Salt Lake City, and Portland. For this influx of talent, the chosen cities may just become the country’s next economic powerhouses.

While Americans are becoming less likely to move as a whole, the young and college-educated are on the move and don’t seem to be settling down until their mid-30s. According to Edward Glaeser, “the most successful economic development policy is to attract and retain smart people and then get out of their way.” Economist Enrico Moretti’s findings indicate that five additional jobs are eventually created in that city for every one college graduate taking a job in an innovation industry.

This kind of growth, Moretti said, feeds on itself; the abundance of recent graduates in a city incentivizes more companies to move in, which in turn draws in more young people. In the last 15 years, the amount of college graduates in major metropolitan areas has gone up by 25 percent.

Denver, in the top spot, is now home to 47 percent more recent grads than in 2000 (almost double the increase in New York in that time). It’s appeal seems to be the convergence of many desirable features, including a booming tech industry, mountains, and sunshine alongside “cultural cool” stemming from businesses like microbreweries and local law in favor of marijuana and same-sex marriage.

Youth is being drawn to city centers and away from the suburban lifestyle of their parents. While some may leave as they age, demographers predict that many of these new residents will remain in their chosen city to bolster urban economies far into the future.

Source: www.nytimes.com

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New York Soho Inspires Design of McCaffrey Homes’ Liberty Square Logo

Liberty Square in NW Fresno by McCaffrey Homes provided a unique opportunity to design a logo reflecting the community’s versatility, offering a range of floor plans to fit every stage of life.

“Our goal in designing the logo was to capture the essence of today’s lifestyles. We found inspiration in the New York Soho district, with its chic atmosphere of unique stores and one of the city’s most architecturally renowned neighborhoods,” said Dana Kovach. "The simple design of the Liberty Square logo with a modern twist reflects the community’s own uniqueness and stylish homes for contemporary living."

Liberty Square will celebrate its grand opening this summer.

Find out more about Liberty Square at www.McCaffreyHomes.com

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