The Academy Village

SITUATION:

The Academy Village is a unique retirement community that was initially created for individuals retired from academia. Early marketing efforts focused solely on this niche and did not capture the interest of the much larger market of affluent retirees living in or relocating to Tucson. Sales were well below expectations.

SOLUTION:

Gordley elicited input from current residents to help define the community’s core attributes and characteristics; and redirected the marketing efforts to attract a wider audience of qualified retirees, including non-academic seniors.

RESULTS:

The campaign succeeded in increasing overall awareness, as well as traffic and sales among both out-of-state winter visitors and local residents. In one year, new home sales increased tenfold compared to the prior year.

Arizona Department of Transportation's
I-10 Widening Project: Prince Road to 29th Street

CHALLENGE:

The Arizona Department of Transportation (ADOT) needed to widen Interstate 10, the main artery through downtown Tucson, which included closing and rebuilding the entrance- and exit-ramps for approximately five miles of interstate for three years. During the construction it would be critical to mitigate the impacts such as increased noise and traffic in neighborhoods, plus a high level of sensitivity and clarity of communications would be necessary to assure public safety, businesses operations and emergency services response and transport times.

SOLUTION:

As part of Gordley Design Group’s outreach and public involvement efforts, Gordley formulated a complete public information plan to disseminate information locally, regionally and nationally. The plan included extensive outreach to special-interest groups impacted by the project area including stakeholders, area neighborhoods, University of Arizona’s Science Center, Downtown Business Alliance, Tucson Chamber of Commerce, City of Tucson and Metropolitan Tucson Convention & Visitors Bureau, Mapquest and emergency services providers. Additional methods included an interactive project Web site with a detailed map of the project area, newsletters, public meetings, briefings for media and organizations, news releases, weekly traffic alerts, and jurisdictional briefings.

RESULTS:

Virtually all area media responded with continuing coverage of the project. The comprehensive effort is keeping the public informed, traffic moving safely and smoothly with few interruptions.

Community of Civano

CHALLENGE:

Civano is a unique, innovative and environmentally sensitive planned community. Despite 10 years of aggressive public relations efforts, Civano suffered an image crisis — as a failed “green” experiment — and was never marketed well as a place to buy homes. Consequently, sales were lower than projected.

SOLUTION:

Gordley Design Group collaborated with a national firm to implement a repositioning within the Tucson community — changing Civano’s image to one of authenticity — from an insular “Solar Village” to a mainstream home development built on the principles of using energy-efficient and environmentally-sound materials.

RESULTS:

Gordley’s extensive public relations and multimedia-advertising campaign with the new message resulted in positive public perception, and attracted hundreds of new qualified home buyers.

Elucity Network, Inc.

CHALLENGE:

When Marie Miyashiro-Collins hired Gordley Design Group to further develop her brand, she operated a one-person business-consulting firm named Organization Alive!. Marie wished to expand her company, adding a network of consultants across the country. She also desired to trademark her product, and change her company and products’ names.

SOLUTION:

As part of the brand development process, Gordley facilitated a client workshop, which explored the company’s identity; and developed and implemented a client opinion survey. Based on the data acquired, Gordley created a new company name, brand identity and tagline, and an umbrella theme for her products.

RESULTS:

Elucity Network, Inc. is now a highly regarded network of organization management professionals with offices in three states.

Grow Homes, LLC

CHALLENGE:

WaterSTONE wanted to establish itself locally — and eventually nationally — as a builder who offered a unique product at a reasonable price, which incorporated energy-efficient and environmentally-responsible elements. Initially, the company was unfocused and unclear of the strengths and potential weaknesses in the industry. The company also needed a new name — WaterSTONE was already taken in another market.

SOLUTION:

Gordley conducted working sessions with the management staff to uncover the company’s true brand identity, followed by homebuilding trend research on a local, regional and national level. Research and surveys were conducted locally and nationally to select and secure the name, as well as gauge its effectiveness.

RESULTS:

Gordley created a new brand identity including a new name — Grow Homes — and a new tagline, “Join the Evolution.”

La Posada of Green Valley, Arizona

CHALLENGE:

La Posada is a unique active retirement community providing independent living and an active social life for seniors with a continuum of quality care if needed. La Posada has enjoyed steady growth since its opening in 1987. But even after new construction virtually doubled their active living units, La Posada continued to be seen primarily as a health care provider. La Posada's CEO and executive staff realized they needed to reposition themselves in order to effectively reach and influence their target market of active seniors seeking security in a community setting.

SOLUTION:

Gordley Design Group conducted extensive industry research, plus two in-depth focus groups, one with La Posada’s executive staff and another with its residents. This research led to the creation of the “We Are La Posada” concept, the design of a new brand signature, and the decision to expand into the Tucson, regional and national markets.

RESULTS:

Gordley launched a successful marketing campaign for La Posada that increased brand recognition, evidenced by the growing number of inquiries from Tucsonans who had previously shown minimal interest. It succeeded in articulating the benefits of a continuing-care retirement community. Most importantly, sales dramatically increased outside of the Green Valley area; this can be directly attributed to the campaign.

Town of Oro Valley's
Naranja Town Site Project

CHALLENGE:

The Town of Oro Valley and Parks and Recreation Department needed a comprehensive public education campaign to provide information regarding the proposed development of a multiuse 212-acre parkland — Naranja Town Site — in a timely and easily accessible manner. The park was subject to a bond vote in the November 2008 general election and many seasonal residents were getting ready to leave for the summer.

SOLUTION:

Gordley produced informational materials including a series of print advertisements in a frequently-asked-questions (FAQ) format and a project Web site. Gordley launched a print ad campaign, conducted stakeholder meetings, public open houses and presentations.

RESULTS:

The Town staff was provided several communication tools in a timely manner to easily and quickly disseminate information about the proposed project and the bond election, prior to the winter residents leaving town.

City of Tucson's Multiple Benefit Water Projects

CHALLENGE:

The City of Tucson sought to involve the public in its Multiple Benefit Water Projects program. This program was designed to enhance the livability of the Tucson community by making judicious use of limited water resources. The range of projects included habitat restoration, water recharge, recreation and education.

SOLUTION:

Gordley Design Group assisted with the formulation and implementation of a strategic public involvement plan. Components of the plan included a well-defined program identity which was communicated consistently through newsletters, displays, and public materials. Services included staging public meetings and conferences, facilitating advisory group meetings, promoting project tours, and formulating school group educational activities.

RESULTS:

This multi-faceted program was well received throughout the community. The public involvement program brought neighborhoods and interested parties together to help define project benefits, reach consensus on project priorities and provide community backing.

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