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Charles Pointe
Charles Pointe is a master planned community developed to create an accessible community shaped around the ever-growing need for a better quality of life. By combining residential, social, and business agendas, Charles Pointe, is West Virginia’s model for community development.
The obstacle to overcome was to sell the concept of a Master-Planned Community to a market that was unfamiliar with the idea or project of this magnitude. That, along with a large gap in time between the initial ground breaking and any signs of visible development had residents of the region wondering whether or not this was really going to happen…and if so, what should they expect.
The primary goal was to communicate a brand experience and instill confidence in that brand to the level that investors and home-buyers would buy, develop and build their lives around the idea of a master-planned community.
It began with a multi-media campaign, including an insert/brochure and television commercial, to explain the assets and advantages of “Live, Work and Play” in a master-planned community.
The finale of the initial launch was “Tour-the-Pointe,” a large scale outdoor event that featured attendance by many dignitaries and the Governor, to open the gate and show the public the extensive design for Charles Pointe. Over 2,000 people attended the celebration and signed up for information regarding living and investing there.
Today, there are constant public reminders to keep Charles Pointe a top-of-mind location for investors, business locators and home buyers with targeted billboards and print ads.
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