Case Studies

Goals

• In an area dense with multi-family housing, Park at Voss’ primary objective was to drive traffic to the property following a $4.8 million renovation so potential renters could see the changes firsthand.


• As an older, former corporate housing development with a high ratio of studio apartments, the client’s secondary objective was to call attention to the harder-to-sell studios and make small-space living an appealing urban solution. The company contracted Ward Creative Communications to initiate media relations in support of these objectives.

Strategy

• Ward Creative identified audiences that were good candidates for studio-living including single adults with active lifestyles, new graduates and people undergoing a life transition, such as divorce.


• To reach these audiences and demonstrate the functionality of small-space living, Ward Creative developed a student interior design competition that provided five students with free reign to redesign a studio on a $1000 budget. The client designated scholarship funds that would be awarded to students for their winning designs.


• Designed to span over the course of a few months with multiple contest milestones, the project strategy provided multiple media-friendly events, culminating in an exciting final public touring and judging day to engage media and drive traffic.

Result

• Ward Creative identified colleges and universities that offered interior design programs of study. More than 20 students from around the state turned out for the initial orientation as a result of solicited faculty support and promotion through school newspaper editorial.


• Ward Creative coordinated a three-tier selection process to heighten media anticipation, which included an orientation and measuring day, design plan presentation day, and the final installation, public touring and award announcement weekend.


• The agency identified local media personalities to serve as judges of the final designs, successfully engaging KRIV-TV’s Home Team designer Gill Warrick and Houston Chronicle design editor, Maggie Galehouse, throughout the contest.