Branding and Marketing the Largest Apartment Community West of the Mississippi

21 Aug

Click photo to view the slideshow. Few San Francisco residents knew the Parkmerced neighborhood. Those who did largely thought of it as a bleak mid-century planned community in the foggiest corner of the city. When Stellar Management purchased the 150 acre 3000 unit community and began to renovate the aging infrastructure, they hired Wagner/Junker to re-introduce the community to the San Francisco Bay Area. Research showed that San Francisco renters desired larger apartments and more open space, both of which exist at Parkmerced. Wagner/Junker created a successful online and advertising campaign promoting a neighborhood with larger lawns, more trees, and more butterflies. Within weeks of breaking the new campaign leasing traffic increased 300%-400%.

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