Community: Heartland, a 2,500 acre master-planned community located on Kaufman County, a sleepy rural area on the outskirts of Dallas.
Developer: Hillwood Residential and Jim Mabry Targeting the first time, young family buyer, Heartland was designed around education - a family’s most important desire for their children. The community was planned around a network of (7) neighborhood elementary school sites connected by a trail system so all children could walk to school safely. Working closely with Kaufman County ISD teachers, Heartland’s massive trail system became an outdoor learning center for elementary students with trails themed for literature, Texas wildflowers, measurements, and history. A Heartland education foundation was also created to enhance the schools’ curriculum. Heartland offered unmatched amenities focused on health and wellness for families to live, work, and play. Prices from $80s to $170s, allowed young families to enjoy amenities usually found only in much higher priced communities.
Theme: The name Heartland was chosen for its very family-friendly appeal to a parent’s basic yearning for a safe, fun, and healthy environment to raise their family...a small town where kids can play outside, neighbors get together and form lasting friendships and children receive a good education. Graphically, bright colors and a child-like drawing of flowers on the logo demonstrated our focus on children. Red was chosen for all marketing signage for its eye-catching appeal and primary color palette. Photos on the signage identified out target market and promoted our amenities including a baseball field, a fishing pier on a huge lake, basketball courts and parks, trails, a soccer field, and lakeside swimming pool.
Innovative Marketing Ideas:
• Created Playful “Dick & Jane” Grand Opening Campaign - to again appeal to young parents with small children
• Created an innovative $50,000 College Scholarship Grand Opening promotion to attract parents and tie into Heartland’s focus on education
• Implemented a comprehensive mass marketing advertising campaign including radio, cable tv, billboard, direct mail, door hangers, and mall advertising
• Incorporated a bilingual campaign to reach the Hispanic buyer
• Converted a Town East Mall kiosk/cart into an un-manned sales display with DVD and brochure materials; Food Court table tents, interior signage, and LCD highway sign completed the highly effective mall package
• Full service Community Information Center was created to promote the full vision of Heartland to prospects including the trail system and walking carpools
Results: Despite its remote location in an untested submarket, Heartland’s comprehensive campaign blitz created instant awareness to the DFW market area generating hundreds of traffic units per month and 300+ sales during the grand opening promotional period. Today, Heartland outsells its competition and is ranked #8, according to metrostudy.