Forest City Land Group
Gladden Farms Groundbreaking Event
Background:
Forest City Land Group acquired managing interest in a 714-acre development in Marana, Arizona called Gladden Farms. Plans for the new master-planned community include the building of approximately 1,800 homes, a large regional park and a new elementary school. The company chose LP&G for integrated services: the groundbreaking event, public relations, marketing materials and advertising.
A number of developers were planning projects in the area with similar timeframes. Knowing this, and the environmental and other issues facing the community, we began by meeting with the town manager and council members to identify potential problems. LP&G developed strategies for each issue and scheduled a town meeting to connect with members of the community. The intent was to pave the way for a smooth launch via the groundbreaking.
Goals: |
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Create awareness of the first master-planned community in northwest Marana |
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Hold a successful groundbreaking ceremony for the benefit of investors and the community |
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Re-introduce Forest City Land Group to Southern Arizona |
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Strategies and Tactics:
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Conducted meetings with Marana officials to identify opportunities for awareness, issues to be prepared to address
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Conducted in-depth interviews with investors and partners
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Gathered demographic data for profile of key customers
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Developed invitation, guest list, press materials, agenda
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Invited elected officials, community and business leaders, media, neighbors, investors, corporate representatives, vendors and area chamber members, among others
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Sent news advisories the week before the event
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Made phone calls to key officials, stakeholders
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Provided on-site event and media coordination
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The groundbreaking site was a large, bare piece of dirt in the middle of a cotton field. We started with nothing and built the event within an established budget ($12,000) and time frame (3 1/2 months). LP&G arranged for a large tent with sound system and seating, and provided refreshments, visuals, gifts and take-away information. |
Results:
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The groundbreaking event was flawless
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Attendance was 150, with excellent representation from each target audience. All Marana elected officials were there, along with Tucson's economic development leaders, builder representatives, corporate representatives and business and community leaders
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The mayor of Marana called the event "outstanding", and the Marana town manager said it was "exactly what we wanted to set the stage for other similar projects"
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"Gladden Farms is the crown jewel of my career." — Former Marana Mayor Ora Hein
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"This was the best groundbreaking event that I have seen. The turnout of dignitaries was very impressive, and all the right people were there." — Bob Monchein, President of Forest City Land Group, Cleveland, OH
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"We are very pleased with the results." — Dean Wingert, Forest City Land Group (client)
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Media: Three print outlets were in attendance, and the CBS affiliate KOLD covered the event and interviewed the mayor and others
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Read about our work for Park Place Renovation and Golden Eagle Distributors Management Succession.
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