SITUATION
Twelve Bridges, located in Lincoln, California, is a master planned community with more than half of its 3,000 acres dedicated to open space. Thirty thousand mature oak trees dot its breathtaking landscape and the land is rich in historical lore. At build-out, the community will boast single- and multi-family homes, commercial and retail uses, parks and schools, civic uses such as fire stations and libraries and a meandering trail system. The community will offer a wide variety of home styles, sizes and price ranges, targeted to first-time, move-up and executive level buyers looking for either production or custom homes.

Although the Twelve Bridges name was highly recognizable as one of Northern California’s premier golf courses, it wasn’t recognizable as a master planned community. Through primary and secondary research, Barcellona discovered that 1) instead of a negative image, Lincoln had no image at all, 2) home buyers weren’t considering Lincoln because they thought it was too far away from Sacramento, 3) the golf course was not a major draw, 4) open space and trails were the major purchase factors, with schools following closely behind.

SOLUTION
The challenge in marketing any new master planned community is that there is nothing to visually show in its infancy. Barcellona viewed this as an opportunity to feature the primary benefit and selling feature of Twelve Bridges – nature.

Our positioning focused on Twelve Bridges being “Closer Than You Think.” This statement reflects the fact that nature can simply be found by opening a front door or looking into a backyard. On a more practical level, it subtly emphasizes that Twelve Bridges is only a few miles down the road from top shopping and entertainment venues as well as major employment centers.

Barcellona created an integrated marketing campaign that incorporated graphic design, print advertising, outdoor, Internet (Website and broadcast emails), radio, collateral materials, a comprehensive signage program, information center and public relations support.

Solid public relations support has kept Twelve Bridges in the public’s eye since the development was first announced – far before the first homeowners moved in. Press releases, feature stories and special events aided in these efforts. Barcellona conceived of and coordinated Twelve Bridges’ grand opening. Called “The Art of Nature,” this event brought hundreds of qualified homeowners to the community during a very busy sports season for a celebration of both art and nature. Kite ballet, art classes, craft making and raptor demonstrations were just a few of the activities during this two-day event.

RESULTS
Twelve Bridges was named Master Planned Community of the Year by the North State Building Industry Association and won 15 more marketing awards for Barcellona.