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Holland Properties wanted to strengthen the company’s identity in its industry and to accomplish the following goals: add one major property each year, become the largest property management company in the Park City market, and offer the most diverse and largest number of accommodations in that market. To better describe the business, we developed the name “David Holland’s Resort Management & Conference Facilities.” A direct marketing program introduced the new name/logo and received an unheard-of 28% response. The mail piece was supported by regional and national ads. The campaign broke through the clutter in the industry and in less than four years, they became the #1 property management company in the Park City market.
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Strategy
