Lennar Homes: Gossamer Grove

GRAND OPENING EVENT & PUBLIC RELATIONS

In 2016, Lennar Homes Central Valley opened Gossamer Grove, a master-planned community projected to have more than 3,000 homes, 10 parks, two schools and recreational trails and commercial/ retail development (including city services). The official launch of the community was marked with a two-weekend event in March 2016. For the first time, the public was able to visit the community, tour 12 model homes, and explore the 3.25 acre park at the center of the community. 

To commemorate the event, I invited local dignitaries for a ceremonial ribbon-cutting, speeches, and a check presentation to the local Minter Air Field Museum to show Lennar’s commitment to its new community. The public event over the weekend included a display by Minter Air Field Museum of some of its historical machinery and vehicles, a home safety presentation with ValleyPBS, an educational demonstration by Kern Fire, food trucks, photos with the Easter Bunny, and other family fun activities. To drive email leads, we worked with Lennar to develop a Sweepstakes Contest for event attendees to win assorted home living gifts.

As part of our earned media strategy, we utilized social media posts, added the event to all local event calendars, and coordinated pre-event and during event media interviews. 

RESULTS

  • Drove record-breaking foot traffic for Grand Opening period with an estimated 4,500 attendees
  • Drive website/online traffic for first 2-week period with 36,325 pageviews and 27,754 unique pageviews
  • Increased social media followers & engagement by 120% in the two-week launch period
  • Increase email database more than 2,000 leads in the two week launch period

 

Event Planning, Media Relations, Social MediaAnna Carrion