The Spectrum at Willoughby Point
In the Fall of 2006, Special Assignment, a local marketing and public relations firm, came to us with an intriguing project: a 325-unit high-end waterfront condominium development being built by The Futura Group at the tip of Willoughby Point, projecting into the historic Hampton Roads waterway. They needed a robust web presence that would allow prospective clients to view and select units online, and they needed to make sure that anyone searching for condos in our area would come across this website. Finally, they needed it quickly. An ad campaign was breaking, news stories were circulating, and it was necessary to start reserving units.
After scoping the project and producing a creative and marketing work plan that assured our work would fit seamlessly within the overall marketing effort, we designed a site that captured the drama and nautical ambience of the project. Since search rankings were an important requirement, we studied the marketing environment and produced keywords, metatags, and linking strategies that would insure high rankings in the major search engines. As our developers built the site, they optimized their work to take advantage of the search groundwork, and also made sure the site was easily expandable to accommodate future developments.
Future developments followed right on the heels of the launch, and included a sophisticated interactive floor plan section, which allowed visitors to the site to view individual floor plans in the context of the entire development, see which were available, view dimensions and prices, and even sample the views from each unit. The ability for our designers and developers to work closely with our programmers was an invaluable asset in completing this assignment.
The site also holds several multimedia elements, including photo galleries, tv and radio spots, a virtual tour, and an onsite webcam.
Visit the Spectrum Website:
www.norfolkspectrum.com
"We have been extremely pleased with Stratum and our account representative
Steven Almberg. The Norfolk Spectrum website is proving to be an invaluable asset to the marketing of
this exciting project having dual use as a both a web tool and also as a sales tool for the site agents."
Rebecca Bump
Special Assignment., Inc.
Marketing and Public Relations