Digital media is not reserved for only a handful of “techie” industries – it’s useful to everyone. And proof of this is Compass Pointe, a distinctive resort-style community located here in Wilmington, NC.
This is a growing development, and vital to physical growth is growth of awareness. Compass Pointe appeals to families in different stages of life, but particularly to those in the 45-54 and 55+ age brackets in the Northeast who are looking to move somewhere with a more desirable climate and atmosphere upon retirement. Compass needed to become a top-of-mind brand that people far away would not only know about, but also get to know personally through frequent and comfortable two-way conversations.
CrushIQ and our sister company, Maximum Design, teamed up to take on this unique client. While Maximum handled all of the traditional media, including design of e-blasts, mailers, billboards, and print ads, CrushIQ tackled all things digital, with great emphasis on social media.
We not only developed Facebook, Google+, YouTube, Twitter, Pinterest, WordPress, and Instagram accounts for Compass Pointe, but also acted as the brand voice through their social channels, handling 100% of content creation and implementation.
Facebook became our key source of direct interaction with current residents, property owners, and prospective buyers in various geographical locations, especially the Northeast. The states with the highest organic reach of page posts have consistently included North Carolina (specifically Wilmington and Leland), New York, New Jersey, Illinois, Maryland, Massachusetts, Connecticut, Ohio, and Virginia.
We ensured reach and engagement grew continuously over the years, keeping content fresh and interesting.
Comparing the months of October and November in 2011, 2012, and 2013:
From 2011 to 2012: Avg. Weekly Organic Reach increased 26% and Avg. Weekly Engaged Users increased a massive 430%.
From 2012 to 2013: Avg. Weekly Organic Reach increased 74% and Avg. Weekly Engaged Users increased 217%.
Our most recent reports (as of November 2013) clearly showed continued growth and reach. Compass Pointe has continued to grow rapidly in residents and property owners, making it one of the most sought after communities in Southeastern North Carolina.