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Challenge: Launched in 2003 by Hearthstone, the nation’s largest institutional investor in residential development, SilverStone Communites retained Taylor Johnson to consolidate its five independent urban infill operations (Illinois, California, Missouri, Colorado, Florida) under one brand.
Solution: Taylor Johnson conducted primary research through meetings and interviews with the five division presidents; SilverStone employees; local broker partners; a housing market analyst; project sales staffs; and advertising/public relations agencies. We also held homebuyer and broker focus groups, and made site visits to all active SilverStone communities and competitive properties.
Analysis of the data included comparing key SilverStone traits with homebuyers wants in order to drill down to the brand’s unique characteristics, leading to the brand platform. Testing the brand included comparing it against commonly held criteria for a brand, as well as an email survey. Finally, synthesis of the data refined the brand and criteria for communicating and “living the brand.”
Results: Taylor Johnson presented SilverStone with a 63-page Brand
Strategy report which detailed its baseline, brand platform, strategies & recommendations
and a roadmap on how to communicate the brand. TJ also acted as SilverStone’s
brand manager by governing the design and programming of the firm’s new
Web site, www.silverstonecommunities.com
Once Irongate had buy-in on the brand, it retained TJ to serve as a
de facto marketing department for the pre-development stage of its early
projects. In this role, Taylor Johnson has provided the
following services:
· Selection and management of a design firm and ad agency
· Management consulting
· Internal brand strategy
· Development-marketing consulting
· Oversight of web design and production
