Westwood Plateau
Background:
Designed to accommodate 15,000
residents, Westwood Plateau is one of Canada's
largest, master planned residential & golf communities,
located on a mountain overlooking
the Fraser Valley in Coquitlam, British Columbia.
6 years after the project had begun Westwood Plateau has grown to
be a vibrant community.
The number of residents reached 9,000 and with the Plateau's
pristine environment,
high end/high cost housing, world class golf facilities, and many
other emerging services and
events, the new community became known for its high quality
lifestyle.
At the same time a weak real estate market and high cost housing
created a steep drop
in sales and started to demoralize residents, many of which were
trying to sell their properties
and move elsewhere.
These problems on the one hand and the Plateau's evolution from a
development
to an all out vibrant community on the other, were the base for
the following campaigns
developed to attract an additional 6,000 residents over a 3-5
year period
and to promote the Plateau's facilities and services.
The Marketing Strategy:
1. Meet the
emerging markets needs by also providing affordable housing and
facilities.
2. Creating new, innovative community programs
& events and facilitate community pride.
3. Maintain the highest standard in products and services.
The Communication Objectives:
1. Facilitate
community pride.
2. Present the Plateau as the ultimate place to live.
3. Show & tell the world that Westwood
Plateau is a lot more than
housing and golf, that it offers something for everyone -
A total experience; homes, golf , views, restaurants, adventures,
community events, children's festivals and more....
4. Stress the developer's, builder's and
residents' mission and commitment to excel
in every product offered and in every service provided.
5. Invite everyone to come up and try everything
the Plateau has to offer.
The Communication Strategy:
1. Create a
sense of ownership and pride amongst the residents.
2. Introduce a "residents'
privileges program" that will encourage residents
to utilize
the Plateau's world class facilities and participate in all
community activities and events. Then...
let the community speak for itself.
3. Address the public at large through a short
term, high impact image campaign
which will brand the new promise: "Westwood Plateau
Above & Beyond!" and invite everyone to
"Come on up! Enjoy the Plateau Experience."
4. Develop a long term, high exposure campaign, "What's
Up!", that will inform everyone
about ongoing events on the Plateau.