MetroLagoons

Digital Campaign

Role: Art Director, Designer
Tools: Photoshop, Illustrator, HubSpot, WordPress
Scope: Landing Page, 4 Sets of Paid Digital Ads, 3 Emails, Social Ad Campaign, Ebook Cover
Goal: Increase brand awareness and generate marketing qualified leads

MetroPlaces is a community developer with projects across Florida known for their "elements," or community amenities. They partnered with Crystal Lagoons to incorporate their patented crystalline lagoons of unlimited sizes as an exclusive element in select communities. The first such community was Epperson in Wesley Chapel, FL. MetroPlaces capitalized on local and national media coverage by incorporating a digital inbound marketing campaign to increase awareness and generate qualified leads.

The scope of this campaign includes four sets of paid digital banner ads, three emails, and social media ads strategically scheduled based on the consumer's activity. A premium piece of content, an ebook with detailed information about the Lagoon and the Wesley Chapel community, enticed the target market to sign up with information on a landing page.

The design goal of this project is to tie the four Lagoon communities together under the MetroLagoons' overarching visual identity. This look had to incorporate visual aspects of MetroPlaces, Crystal Lagoons, and the individual communities, and this campaign would set the brand standards. The dark navy blue of MetroPlaces combines with the bright cyan of Crystal Lagoons to create contrast and invoke the water of the Lagoons. Montserrat is the cohesive font across the typographical hierarchy for MetroPlaces and its communities. It combines with the hand-drawn script of Sun Valley, used for emphasis in headlines and the "fun in the sun" feel the client requested.

Most of the imagery is photography from the Epperson Lagoon and is supplemented with approved photography from some of Crystal Lagoons' other projects with a similar site plan for consistency. All photos have the water's color adjusted to a consistent bright blue—the color of the Lagoon on a sunny day—for increased brand recognition. The subject of each photo incorporates the target demographic of people in their 30s to 50s enjoying the exclusive Lagoon element.

This three-month campaign led to 1,162 qualified leads via form fill to the landing page. The banner ads had 4,587,271 impressions that generated a 1.52% click-through rate. And the emails had an 18% open rate and a 13.6% click-through rate, which is three times the standard.

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