Our Team

Our Approach

Case Study: Dublin, California

Rienda Key Pre-Marketing Strategies

Rancho Mission Viejo

Response to RFP Submitted By

Gunn | Jerkens Thinkers. Makers. Collaborators. Strategists.

Under One Roof.

We’re what you call a multidisciplinary company with a full range of departments in house to keep the mission on track and the goals accomplished. You get every team member—strategists, marketers, creatives, interactive developers, copywriters, media masters, reporting geniuses, brand ambassadors and eagle-eye proofreaders—all setting their sights on the shared goal of developing brands and campaigns that inspire real connections with people while paving the way for measurable results.

1

Insight

Ask and
ask again.

We make it our aim to ask the questions—and a lot of them. You might say it makes us different, that we’re not your typical agency. But we happen to know that asking the right questions and listening hard is the first step to truly understanding what’s next for The Ranch.

2

Discovery

Dig deeper.

It starts by delving into the in-depth consumer research provided, and from there it’s a tried-and-true mix of digital research, field research and team collaboration sessions. We take what we find, flip it around and harness it to enliven The Ranch brand, amplify the messaging and roll out a strategy that hits every mark.

3

Implementation

Deliver
the goods.

Experiences are tied to emotions, those deeply human feelings that guide our decisions, change the way we think and fuse with our memories. So we use the power of design to elevate the human experience, creating personalized delivery on demand based on different personas. We blend the right details and information with strong emotional impact for the right audiences. So we not only change the way people feel—we light up the whole brain in the process.

4

Evolution

Plus…

We put in the man-hours, take our findings and roll out the strategy, but we don’t stop there. We continue to reevaluate, experiment and evolve. Alive with curiosity, driven by passion, not afraid to take risks—we look at things differently, and it’s something we do in every step of the process. It’s about staying fresh and relevant, sticking to your brand yet being quick to adapt with changing consumer expectations and needs.

Case Study: Dublin, California

Telling Stories
That Spark the
Human Experience

Dublin
Dublin

It’s a real estate case study that’s larger than any one community. With two neighboring master plans in the same location, we drilled down and took each project in. Two sets of objectives. Two series of challenges. Two kinds of positioning. And no two the same—because versatility is something we take seriously.

Wallis Ranch, Dublin

Grow Your Legacy

Wallis Ranch: Grand Opening

Appealing
to the
Masses

The Challenge.

  • Perceived Location
  • No Welcome Center
  • Small Backyards
  • Staggered Neighborhood Openings
  • High Price Point

The Solution.

  • Shift Perception
  • Develop New Strategy
  • Pivot Brand Message to
    Emphasize Resort-Style Living

Crafting
a New
Strategy

Wallis Ranch: Community Events

Campaign
Results

8 Neighborhoods
Web Sessions (2017) 95,768
Overall Media Impressions (2017) 1,416,459
Sales Office Traffic 210%
Sales Per Month 516%
Community Sold Out 11 Months Ahead of Schedule

Boulevard, Dublin

Reaching a
Diverse Audience

Boulevard

Boulevard is a unique, connected multifamily master-planned community close to BART, major freeways and local Dublin amenities. However, this very urban setting surrounded by a suburban environment needed to reach beyond the Tri-Valley to a diverse audience. Creative clearly communicates the USPs; media drives qualified prospects to the website, Welcome Haus and neighborhoods; and social media platforms establish a strong online community through word-of-mouth and authentic marketing.

Boulevard: Marketing Collateral

Boulevard: Community Events

Buyer,
Meet
Options

With more than enough neighborhoods to choose from, the Boulevard Home Finder is a fun, interactive tool to help potential buyers narrow down their list and find that just-perfect fit to simplify the home buying process.

Boulevard: Website Home Finder

The Challenge.

  • No Real Destination
  • No Amenities
  • No Welcome Center
  • Three- and Four-Story Attached
    Residences in a Suburban Area
    (High Density)
  • High Price Point

The Solution.

  • Expand the Target Market Beyond the
    Tri-Valley to Include the SF DMA
  • Develop a Strategy That Addresses
    the Needs of the Broader Market
    and Their Key Drivers
  • Develop a Campaign That Resonates
    with the Expanded Market Area
Smart

Smart Campaign

It was time to get smart. Taking our cues from the walkable BART station, we added a new segmentation to the marketing mix and lasered in on relatability. It was all about targeting the San Francisco DMA (San Francisco, Oakland and San Jose) looking for more bedrooms, garages, open space and parks at a more affordable price. That meant a campaign that showcased how the target lives and put the master plan attributes in the spotlight, all while reinforcing the big picture: Boulevard is a smart buy in the Bay Area.

Boulevard: Smart
Campaign Video Series
Boulevard: Out-of-Home Ads

Boulevard: Smart Campaign Social Media

Supporting Media

  • Website
  • Events
  • Blog Stories
  • Social Media – Facebook Ads
  • Google AdWords
  • Zillow Boost Ads
  • Banner Ads: Prospecting & Retargeting
  • YouTube Pre-Roll Video Ads
  • Paid Consumer & Broker Emails
  • Interest List Emails
  • BART Signage
  • ACE Train Signage
  • Targeted Digital Billboards
  • Text Marketing
  • Waze
  • Reddit

Delivering Results

What started as simple homebuyer surveys soon became a full-fledged marketing experience. Qualified data not only provided insight into the lifestyle of residents but also allowed an opportunity to formulate creative and targeting tactics around a look-alike audience. The result? Exactly what we were looking for: increased leads and sales from the San Francisco DMA target market.

Campaign Stats
(January 2019 to Date)
Sales186186
On-Site Traffic7,8917,891
Facebook Leads1,9681,968
Text Opt-Ins764764
YouTube VTR4040%
Website Sessions136,475136,475
Home Finder Search Completions5,0235,023
(Since Launch in May)

Rienda Key Pre-Marketing Strategies

It’s Time for a Ranch
Renaissance

Bigger and Bolder

You’ve already gone big. But what if we go even bigger for Rienda and The Ranch?

What if we put this irreplaceable western swath of past, present and future California history squarely on the map as a must-visit landmark? And what if we do it in smarter, broader and more diverse ways?

Let’s express the full measure of gravitas that this “greatest of all California ranchos” truly deserves. And let’s do it with all the purpose, grit and optimism of a rawhide strike of the “Rafter M” brand.

The iron’s hot. Let’s get busy.

The renaissance starts here.

We’re up for the task at hand. And we believe it begins in resonating with a whole new world of prospects who may have never considered The Ranch an option before:
The “Never-Beens” and “Don’t-Understands.”
Even the “Checked-It-Outs (But-It’s-Not-For-Me).”

1

Dominating
the digital
space.

By leveraging the authentic content out there and quieting some of the brand noise created by brokers, homeowner groups, local events and more, the curated and branded messaging for The Ranch will rise above. Creating this strong digital footprint will require a bit of digital cleanup, but it’s the basis for robust customer journeys.

2

Big, broad
brand
awareness.

First up is a bit of mass marketing. We will establish a broader, deeper foundational awareness that occupies mind-space of an expanded audience via an integrated, omnichannel campaign.

What’s to see? What’s to do? What’s for me?

These are the questions that must be answered in a variety of ways to achieve relevance. And for people not in the market for a new home? Their moment zero is coming and we’ll be on their minds—and ready to share all the ways to Ranch.

When this is successfully done, we’ll have laid the groundwork for what comes next.

3

Predictive
persona-based
marketing.

After big and broad, we go deep—applying intuitive and flexible analytics technology to the provided research and customer intel to deliver individualized content and personal experiences and interactions.

We know the customer journey is vast and complex, and a CRM only tracks a customer’s intentional interactions. We propose the use of a customer data platform, or CDP. It’s similar to a CRM, but it goes beyond by autonomously creating unified customer profiles using data gathered across a variety of online and offline channels—allowing us to deliver the right content to the right persona on the right screen at the right time. And it's igniting interest and inspiring action.

Data Sources

Web Activities, Paid Advertising, Demographic and Personal Data, Email Campaigns, Live Events, Engagement Data, Behavioral Data, Social Interactions, Mobile App Data, IoT and Device Data, CRM Data, Other Data

Customer Data Platform

Clean Data, Transform Data, Unify Data, Enrich Data Segment Users

Cross-Channel Actions

Website Personalization, Ad Campaigns, Email Campaigns, Push Messaging, Social Campaigns, Direct Mail

Camden
The Connected
“Just me and my device.
We got this.”
Camden
The Connected
Google Searches
79
YouTube Views
18
Images
92
Social Media
Interactions
59
Real Estate Site
Interactions
146
Builder
Interactions
7
Total Digital Interactions
Prior to Visit
401

Fully Dialed In

With this most digitally savvy persona, an online search becomes more of a never-ending quest. How do we grab attention and keep it? An information-rich digital tool helps this individual find his “way to Ranch” and invites exploration offline.

The Ranch App

  • Choose your own adventure or have one curated for you
  • Highlights the persona’s interests and invites him to experience it offline (nature, history, homes, etc.)
  • Makes discovery of The Ranch fun and personal (there’s more than one way to Ranch)
Jenny
The Driven
“I can do all the
research on my own.
That’s my thing.”
Jenny
The Driven
Google Searches
19
YouTube Views
0
Images
12
Social Media
Interactions
38
Real Estate Site
Interactions
44
Builder
Interactions
2
Total Digital Interactions
Prior to Visit
115

Direct and to the Point

When you know what you want, the path is clear as long as you can quickly find the hard facts, details and numbers. Expansive, accurate and consistent content across all digital touchpoints is imperative. It may not be sexy, but it works.

Ideas

  • Zillow Toolkit: Best practices and pro tips for optimization for The Ranch and all builders
  • Shared content strategy encompassing The Ranch’s full digital footprint to improve search engine ranking and domain authority
Brittney
The Expressive
“I prefer places over pixels.
It’s the extrovert in me.”
Brittney
The Expressive
Google Searches
19
YouTube Views
26
Images
56
Social Media
Interactions
212
Real Estate Site
Interactions
5
Builder
Interactions
2
Total Digital Interactions
Prior to Visit
320

Living in the Moments

This social media maven has a strong desire for experiences and relationships, so unique activations and rich, memorable and shareable content will be key.

Multi-Layered Activations

  • POW! WOW! Featuring a live art installation at the Discovery Center with supporting activities surrounding the event
  • Frequent experiential pop-ups and engagements at Ranch Camp
  • Micro and nano influencer partnerships and takeovers

A New Way
to Ranch

Let’s remember that Rienda will introduce a density to The Ranch that dramatically shifts the appeal and attainability. It’s a new way to live and it calls for variety and flexibility in the marketing and experiences.

The groundwork has been laid through your forward-thinking partnerships with MindBase and Reach Advisors. By delving into the data in a way that’s unprecedented for the vertical, you’re already setting the stage for something bold—and teeing up the perfect introduction for “new ways to Ranch.”

With the technology and analytics in place, what’s needed now is the strategy and digital marketing prowess to match—making use of the data the way it was meant to be used.

The Science
of Influence

From dominating the digital ecosystem and achieving broader awareness to delivering individualized content and experiences, this is The Science of Influence—a Gunn | Jerkens-driven approach to fulfilling a Ranch renaissance.

From this foundation, a brand campaign can be built. It should be relevant, memorable—but by no means should it ever be safe.

Safe is comfortable. Safe is ignored. Anyone can play it safe.
But only the best brands can play it bold.

So let’s be brave and daring and different.

Let’s rattle the status quo.

Let’s be the mavericks in the room.

Let’s give the world something to retweet about.

Hand us the reins.

We can’t wait to play it bold.

Gunn | Jerkens

3950 Cover Street, Long Beach, CA 90808  •  562.499.6707

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