Qualico Communities

Case study: Building communities with great content

About Qualico Communities

As a fully integrated real estate developer, Qualico Communities has built a reputation for creating spaces that nurture relationships and foster a sense of community. Our team has worked with them for a number of years on projects ranging from social media management, to video production, helping to forge lasting relationships with homeowners.

Content marketing strategy

At any given time, Qualico Communities has multiple communities under development, each with its own unique brand and target customer. We worked closely with their team to develop strategies around social media, email marketing, social media advertising, blog creation, photography and video production. To coordinate all this content across each of the communities, we also developed tracking systems and approval workflows to make it easy for Qualico Communities to manage their brand image.

Social media management

When it came to social media our aim was to build on the love that residents have for their communities and the pride they feel being a part of this vibrant city. With a specially tailored content mix focusing on design, community lifestyle, amenities and industry trends, we turned Qualico Communities’ social media platforms to a go-to information source for homeowners.

Over a period of two years, we created 3,500+ social media posts, achieving an average engagement rate of 3.6% and more than doubling Qualico Communities’ social media audience. Not only did our social media efforts increase showhome visits, but we also brought in quality leads with an average of 32.7% of qualified web traffic coming in from social media.

Email marketing

From template design to content scheduling and planning, we helped Qualico Communities stay in constant contact with their customers and residents. 3 years and over 325 custom designed emails later, we've built an engaged email database with an average open rate of 41.2%

Social media advertising

We developed monthly campaigns across Facebook, Instagram, Twitter, LinkedIn and Pinterest to complement their existing print and digital campaigns. Our work included design, copywriting, programming, and reporting. To ensure success, we continually ran A & B tests on a variety of ad styles and formats, as well as targeting techniques. The ads generated impressions in the millions and engagement in the tens of thousands.

Blog content

Working to build the SEO for each community we continuously wrote and added fresh content to each of the community websites. From topic brainstorming to proofing to SEO strategy, we worked closely with Qualico Communities enabling them to create hundreds of blogs for use on social media, in email marketing campaigns, and on their website.

Lifestyle photos and video

We’ve worked with Qualico to create a library of custom stock photo and video content across a number of Qualico communities. This has included creative planning, coordinating locations, managing shoot schedules, and sourcing local community talent. Photo and video content are often captured at the same time to ensure consistency across content types and maximize the use of the talent’s time.

Marketing videos

Beyond the lifestyle content, we created a number of finished marketing videos for use in digital campaigns. This included developing creative concepts, campaign slogans, scriptwriting, storyboarding, sourcing local talent, production, editing, and final mastering.

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What Qualico has to say

“They're a very collaborative agency. I've worked with multiple companies, and often creative directors try to pitch their own vision to clients. That has never been the case with Maven Media Group. They brought forward great ideas, but they also listened to us and tried to address our challenges.” - Cheryl Heilman, Director of Marketing

Read the full review on clutch.co >

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