From blueprint to buzz:
Marketing plan and editorial content drove awareness & engagement.
To support this luxury home builder’s rebranding, we launched an integrated marketing campaign and editorial calendar timed perfectly with the Twin Cities Parade of Homes. This high-traffic window allowed us to test the new brand identity and measure audience engagement in real time.
Our content strategy focused on attracting new customers through a series of blog posts and social media updates tailored to our primary female demographic. By exploring topics such as interior design trends, energy efficiency, and seasonal home maintenance, we provided high-value information that resonated with our audience’s interests.
This approach allowed us to showcase McDonald Construction Partners’ floor plans and home features to prospective customers across social media channels while also building deeper engagement on the website among current homeowners.
Active user website traffic grew by +61.1% during the first and second quarters, as a result of both the redesign of the website and the introduction of an ongoing editorial and marketing plan across email newsletter and social media channels.
Website session traffic grew by 31.1% during the 2024 Spring Parade of Homes period (3/4-4/2/2024) over the previous year’s 2023 Spring Parade of Homes analytics. Further analysis showed an increase in website traffic from search, social media channels, and affiliate feeds.
