Strategic Marketing & Advertising Solutions
infinitee is IN. INto advertising. INto problem-solving. INto creativity. For over 29 years, infinitee’s expertise has been invaluable to many national and regional real estate, healthcare and B2B brands. The agency specializes in branding, marketing, strategy, print and digital media, video and photography. Balancing strategy and creativity, building brand equity and driving sales is what infinitee is all about.
Atlantic Station is a household name in our hometown of Atlanta, Georgia. Known for being a city within a city, this mixed-use development has its own zip code with premier visibility off the city’s most dense traffic route. As Atlanta continued to grow, more destinations came to market, and new additions were on the horizon for Atlantic Station. Hines Commercial knew it was time for a refresh and approached us to revitalize the image reflecting new growth and expansion.
Given the existing brand recognition, we kept the name, logo and colors, but developed a new concept to share with our city playing off the abbreviation and icon of “AS”. The word AS forms the conjunction that evokes the degree, purpose or connectivity between two things and so it is with Atlantic Station and its customers – connecting and serving them in many facets of shopping, dining and entertainment in Atlanta.
We utilized product-centric photography from the stores and restaurants with brightly colored backgrounds. Each event and diverse amenity has its own distinct identity consistently displayed across the market while preserving the integrity of the Atlantic Station brand. This new look and feel was introduced through various traditional and digital efforts including posters, event calendars, pole banners, shuttle wraps, store directories, magazine ads and so much more.
Peachtree Hills Place, an Isakson Living Community, tasked infinitee with the goal of accelerating the pace of home sales by executing a brand refresh to reintroduce the community into the market and appeal to a younger, affluent Boomer. An additional goal was to generate leads through a redesigned website and a robust digital advertising campaign to improve functionality, data capture, insights and prospecting in order to generate leads.
SOLUTION & RESULTS
We knew we needed a multi-pronged approach so we developed a strategic marketing plan inclusive of the brand refresh, updated website, print advertising in local publications, social and digital media advertising, new photography, video, onsite signage, direct mail, collateral, and more.
December 31, 2018 marked the first half of the digital campaign, as well as organic social media and email marketing efforts. During this time, website traffic increased by 231% and new users to the website increased by 280%. The digital advertising campaign (inclusive of PPC, Display, Video, and Facebook and Instagram ads) garnered a combined total of 5,633,567 Impressions, 32,601 clicks and an average 3.42% click-through rate (CTR). These efforts ultimately led to 165 leads to date with the number increasing weekly and a level of data insight with endless applications to understanding Peachtree Hills Place’s potential buyer that is being applied and refined to traditional marketing efforts and the sales team.
infinitee has been the agency of record for Tanger Outlets for 20+ years. Part of maintaining this long standing partnership includes the concepting & development of Tanger’s national campaign each year. Engaging language paired with strategic marketing tactics help communicate the Tanger shopping & saving experience in new & creative ways year after year. Spring 2018 was no exception.
infinitee concepted, created & executed the 2018 campaign theme—FEEL THE DEAL. The goal was to encourage shoppers to put down their devices & experience the deals firsthand at Tanger. It seeks to show the Tanger shopping experience can’t be duplicated anywhere else. By showcasing a mix of individuals of all ages, a variety of product categories, along with consistent messaging, the fun campaign demonstrates that Tanger truly has something (& savings) for everyone!
Tanger aligns its annual campaign launch with the release of the first seasonal TangerStyle sales period in spring. Taking this into consideration, we began asset planning in fall of 2017 beginning with the spring film & print production. We sourced and managed styling, photography & video teams from across the country to produce an omni-channel campaign that was executed across all verticals, including leasing materials, website, national television, online video, national print publications, programmatic digital media, direct-to-home, outdoor, social media, blogs, radio & more.
Gables Residential, a real estate company specializing in multifamily & mixed-use communities, manages 38,000 apartments & 400,000 sf of retail across the US. infinitee was engaged by Gables to create an upscale & unique collateral piece for the marketing & leasing initiatives of one of their newest properties, Gables Columbus Center in Coral Gables, Florida. This piece needed to reflect the contemporary sophistication & amenity-rich area of this new community.
We proposed an underwater photoshoot to support the messaging & tagline of “Immerse Yourself in Elegance”. This out-of-the-box photoshoot would capture custom images to use in the brochure & other promotional materials.
We found a heated pool at least 10 feet deep that was large enough for 2 models & a photography & dive team of 5 people. Our stylist crafted a special dress adding 15 yards of tulle fabric to create an elegant look that provided effortless movement in the water. We used special waterproof makeup & other details including special camera & lighting equipment.
On the shoot day, the models spent 9 hours in the pool fully clothed including tuxedo, shoes & that ethereal gown. They held their breath for an average of 2 minutes per shot as we had divers stationed at the bottom of the pool to provide oxygen via tanks as needed.
At the end of the day, we captured over 100 images that helped make a big splash in the marketing & leasing initiatives for Gables Columbus Center.