EVERYONE KNOWS THAT SALES BROCHURES GET ROUND FILED after a while—perhaps sooner than any sales director would care to admit. Done well, they impart information about a project and master plan, available models, and pricing. Done as a magazine, as is the case with Brambleton's 48-page, semiannual publication, Connections, the brochure becomes a tool for learning about nearby restaurants and retail shops, finding service professionals, and gaining deeper insight into the builders and the Northern Virginia community.
“It's got more content than you can fit into a standard brochure,” says Scott Dickerson, creative manager at Fraser Wallace Advertising in nearby Reston, Va., who writes and designs each issue. “We stepped out of the brochure box while still serving that function.” With a slightly higher production and paper quality than a typical magazine, Connections has the heft to impress prospects and sit well on a coffee table. Mailed to residents, handed to visitors, and sent out upon online requests for information about the project, the magazine reinforces the “connectivity” of its high-tech locale, prewired homes, and mix of in-town and relocation buyers. “It includes articles about the area, which give people the feeling that we've thought about them and their needs,” says Kim Adams, director of marketing at Brambleton, which has begun allowing (and selling) a controlled amount of advertising into Connections, helping defer production costs. The magazine seems to have achieved its intended effect: Not only did Brambleton's first phase of 680 homes sell out in about two years, a competitor has since copied the idea.
Campaign Details Program: Sales brochure/magazine; Project: Brambleton, Brambleton, Va.; Developer: Brambleton Group, Dulles, Va.; Cost: $5.05 per issue; Advertising agency: Fraser Wallace Advertising, Reston, Va.