https://www.merricktowle.com/#blog

How do you make an impression on potential residents in an area that is quickly becoming a saturated market? Simple: just throw a grand opening party that they won’t forget and that the rest of city will wish they’d attended.

Everything about Arris screams luxury, and when Forest City approached us to develop strategy for their grand opening, we knew there was no cutting corners. This event needed to be over-the-top and it needed to get people talking…

Three things were for sure:

1. We Needed a Draw.

People needed to feel like they couldn’t miss this event and just tour the building later. They had to be there.

So, why not a rooftop fashion show, with the runway over the pool? Perfect!

We partnered with DC Fashion Week and marketed the event as “The Scene Above” – the Grand Opening of Arris + Rooftop Fashion Show. DC Fashion Week brought in their top designers and walked on water with the city in the background.

The tie-in to fashion was perfect for the Arris brand. And, of course, we had a Snapchat filter so users could document their experience.

2. We Needed a Promotional Partner.

It’s important to find the right partner when promoting an event, one who understands your target market and knows where to find them. We knew On Tap Magazine was the one for the job and they nailed it. On Tap invited their exclusive lists and did extensive outreach to local influencers, personally inviting them to experience The Scene Above. They managed all RSVPs and played a massive role in creating awareness for the event.

On Tap was also able to secure additional partners like Grey Goose, emcees and DJs for the fashion show, photographers/videographers, valet, our big surprise at the end of the night and more.

3. We Needed to Be Memorable.

Speaking of our big surprise, there was something else we had up our sleeves to make the night unforgettable: fireworks…off a barge on the Anacostia River. People who weren’t even at the event were talking about it!

THE RESULTS!

So what were the results from this event of epic proportions?

  • Event Attendees: +500
  • Leases Secured: 6
  • Prospect List Growth: +400
  • Social Impressions: +800K
MTC Support:
  • Event Strategy
  • Event Branding
  • Event Assets Design
    • Landing Page
    • Email Blast
    • Flyer/Leave-Behind
    • Snapchat Filter
    • Banner Ads
  • Social Media Management
  • Email Marketing
  • Retargeting/PPC