GREENHOUSE PARTNERS OVERVIEW & WORK SAMPLES

PREPARED FOR 2900 BRIGHTON BLVD. TEAM
JANUARY 2017

THE BASICS

  • FOUNDED IN 2001
  • COLORADO-BASED WITH A SMALL OFFICE IN CHICAGO
  • ~25 ON THE TEAM
  • INCUBATED AND LAUNCHED 2 SISTER COMPANIES FROM WITHIN THE FIRM
    • -GREENHOUSE SCHOLARS – AN EDUCATION-FOCUSED NON-PROFIT
    • -THE18.COM – A DIGITAL MEDIA AND CONTENT COMPANY FOCUSED ON ALL ASPECTS OF GLOBAL SOCCER CULTURE

WHAT WE DO

BUILD WHOLE BRANDS THAT MATTER
AND THAT PEOPLE CARE ABOUT

  • AUTHENTIC
  • INTEGRATED
  • DIFFERENTIATED
  • RELEVANT
  • CONSISTENT
  • EVOLVING
  • BEHAVIOR-CREATING

HOW WE DO IT

  • GREATER PURPOSE AND CULTURE
  • RESEARCH, INSIGHTS AND BRAND STRATEGY
  • CORE CREATIVE
  • STAKEHOLDER EXPERIENCE
  • INNOVATION

OUR WHOLE BRAND MODEL

THE WORK WE DO

TO SUMMARIZE

AN APPROACH THAT RESULTS IN THE RIGHT BRAND PROMISE
BEING MET AND KEPT

AND A STAKEHOLDER EXPERIENCE THAT RESULTS IN CONTAGIOUS LOYALISTS.


ULTIMATELY WE DELIVER IDEAS AND SOLUTIONS THAT MATTER—

TO YOU.

    TO YOUR BRAND.

        TO YOUR STAKEHOLDERS.

            TO YOUR BUSINESS.

OUR PEOPLE, CULTURE, AND OUR APPROACH TO WORK

CURRENT CLIENTS

A SAMPLING OF PREVIOUS CLIENTS

REAL ESTATE EXPERIENCE

THE PARTNERS

PETE BURRIDGE, CEO

Pete’s career has been framed by strengths in the areas of entrepreneurialism, people and thought leadership, creativity, positivity, resiliency, and decision-making. He has high expectations for people and results in all endeavors. An entrepreneur his entire career, he has been a part of starting seven businesses. As the founder of Greenhouse Partners in 2001, Pete instituted a “Whole Brand” model that is even more relevant to growing great, lasting brands and companies today than at the firm’s inception. As well, his values-driven approach to people and culture remains the bedrock of Greenhouse’s own brand. Clients include; The Coca-Cola Company, The University Of Colorado, Charter Communications, BACARDI Mixers, RMB Capital, Crescent Communities, Mike’s Hard Lemonade, and many others.

In 2005 Pete started Greenhouse Scholars – a nonprofit 501(c)3 that provides a Whole Person leadership, personal, and financial support program to under-resourced, high-performing, inspiring young people going to college. Essentially, Greenhouse Scholars is creating huge leverage by working with relentless leaders and role models who are in-turn impacting thousands of low income communities and thousands of young people who are being motivated to follow in their footsteps.

Pete’s latest endeavor is The18.com – emanating from his passion for sports, and his first-hand experience of the explosive growth of soccer as the Dad of four high school and college soccer players. The18 is a digital content and commerce engine targeting millennial soccer enthusiasts in the U.S. and globally. Through a multi-platform distributed content model, The18 provides relevant, timely and entertaining news, soccer gear, premium content, and the daily soccer happenings in social media. At its core is the desire to create the most entertaining and viral soccer content in the world. The18 has over 5M content engagements a month, and is growing its loyal following at a rate of over 25% per month.

Pete is also a founder and owner of a microbrewery in San Jose Del Cabo, Mexico. Baja Brewing’s flagship brand – Cabotella – is distributed across Mexico as well as the southern and western United States.

Prior to founding Greenhouse Partners, Greenhouse Scholars, and The18, Pete joined the Integer Group during its first year of operations – eventually serving as Executive Vice President and an Officer. Integer is a global powerhouse in promotional, retail, and shopper marketing. Previously, he was a Director for Wunderman Cato Johnson, a sports marketing division of Young and Rubicam. Early in his career, with two others, he started a ski industry product manufacturing and marketing company. Pete also has an investment background, having spent four years as a Treasury Bond Trader at the Chicago Board of Trade. Pete is a past member of Y.P.O., and serves on several boards, including The Baja Brewing Company and The Leeds School of Business. An avid traveler, he has spent time in over twenty countries and most all of the United States. Pete lives in Boulder with his amazing wife and four equally amazing daughters. He spends most of his free time watching his girls compete in soccer and basketball across the state and country. Occasionally, he can be found fly fishing, snowboarding, and running and biking the mountain trails around Boulder.

THE PARTNERS

TJ RHINE, CHIEF CREATIVE OFFICER

TJ is one of those fortunate people who always knew what he wanted to be when he grew up. Luckier still that he has been able to do it for over three decades for companies of all shapes and sizes, from global giants to boot-strap start-ups. As CCO, TJ ultimately drives the creative vision for the firm and has day-to-day input across all of Greenhouse Partners’ clients.

Prior to joining Greenhouse, TJ served as Vice President, International Creative Director for the restaurant brand Planet Hollywood where he was responsible for creating and implementing every visual communication for the world-famous chain and its subsidiaries. Before Planet Hollywood, TJ served as creative director at The Integer Group, and led the charge for all new products for The Coors Brewing Company, as well as significant stints on the Coors, Coors Light, Killian’s, Keystone, Herman Joseph’s, and Steinlager brands

TJ graduated first in his class at the renowned Art Institute schools, receiving honors for the highest rated graduating portfolio in the institution’s history. And in an industry where the proof is in the performance, he has collected over one hundred local, national, and international creative awards. He is also a published photographer and card-carrying sports car geek.

Late most evenings, when most people have had the good sense to retire, TJ can be found tweaking an idea to the nth degree to make sure it meets Greenhouse’s high bar. Yet, as relentless as he has been in his professional endeavors, he will be the first to tell you that there is absolutely nothing more important to him than his family. “When people ask me where my inspiration comes from, my answer is simple. Everything I do starts and ends with making my wife and daughter proud.”

THE PARTNERS

AMBER HICKORY, PRESIDENT

Amber’s role as President of the firm is well served by her penchant to have her hands in just about everything that happens at Greenhouse Partners. She is a natural “participant leader.” As well, Amber’s current and past roles at Greenhouse and her career prior to Greenhouse have been defined by great decision making, a tireless work ethic, and inspiring people and relationships skills.

Amber brings important analytic and communication skills to the Mark Anthony team. She has worked with Keith Greenawalt and Pete Burridge for over 10 years in creating strategic deliverables and driving results for clients, including the PGA TOUR, Odwalla, Charter Business, Sprite, Crescent Communities, The University of Colorado, Granby Ranch, Minute Maid Lemonade, Polycom, Trinity University, Clovis Oncology, Sola Salons, MGM Studios, and Craig Hospital. With these clients, Amber has gained significant experience with top-to-top strategic planning with a particular focus in the beverage category.

Amber teaches a New Product Development to MBA students at the University of Colorado’s Leeds School of Business. Amber’s hands-on approach in the classroom has her working with project teams to put innovation theory into practice for new businesses.

Amber also leads the charge in ensuring the Greenhouse organization is finding the best people, keeping them motivated and growing, and consistently delivering great work to our diverse client base. Amber is also a primary contributor to the firm’s business development efforts, participates in the majority of major client strategic deliverables, and spearheads strategic company meetings.

Prior to joining Greenhouse, Amber worked as Senior Center Director for five SCORE! Educational Centers. Amber was responsible for each center’s financial performance, operations, and sales and marketing efforts, significantly growing her business acumen while making a profound impact on hundreds of Chicago-land kids.

Amber has a MBA from the LEEDS School of Business (University of Colorado Boulder) with an emphasis in Entrepreneurship and Marketing. She will always be a Wildcat at heart, having earned her BS in Communication Studies at Northwestern University while also taking the Women’s Basketball team to two post-season appearances as an All-Big Ten, four-year starting point guard.

She’d be glad to play one-on-one with you, but spends most of her time running after her three young, inspiring daughters. She and her husband enjoy anything-outside: running, camping, hiking, traveling, skiing, and generally playing in their incredible adopted state.

THE PARTNERS

KEITH GREENAWALT, CHIEF RESEARCH AND STRATEGY OFFICER

Keith’s career has been driven by his passion to be around great thinking. Curious, analytical, and strategic by nature, Keith is happiest looking for insights and inspiration from the information at hand and finding compelling ways to tell the story that brings the information to life. Keith loves the passion and meritocracy of entrepreneurial environments, having been employee #2 and employee #3 during his career, eventually becoming Chief Research and Strategy Officer at Greenhouse Partners.

During his 14 years at Greenhouse Partners, Keith’s experience uniquely prepares him to lead this initiative for Mark Anthony Brands.

First and foremost, Keith has a deep and comprehensive expertise in the area of brand strategy and its intersection with business strategy. Keith has been a driver of the firm’s research, analysis, and brand strategy work for the past 7 years. His expertise includes designing and managing qualitative and quantitative research, data analysis and insight generation, greater purpose development (vision, values, mission), brand positioning, and brand portfolio strategy. In these areas he has led a multitude of successful assignments for clients including The Coca-Cola Company, Crescent Communities, Digital Globe, Charter Communications, Playground – An Intrawest Company, Quintess, RMB Capital, The Baja Brewing Company, and The PGA TOUR. Keith also was the primary developer of a propriety brand strategy workshop Model.

Additionally, Keith has driven the development of customized processes to solve unique problems for more than 15 different assignments, has facilitated more than 20 collaborative workshops with senior-level clients, and led several innovation and new product ideation projects for Greenhouse’s client. Across these areas, Keith’s experience has involved a diverse set of clients including The Coca-Cola Company, Crescent Communities, Coca-Cola Foodservice, Charter Communications, MillerCoors, Ball Corporation, and Evergreen Innovation Partners.

Lastly, as indicated by the clients mentioned above, Keith has had extensive experience in the beer and beverage category. This has included leading Greenhouse’s relationship with MillerCoors, Coca-Cola Foodservice, The Baja Brewing Company, Fanta, and Ball Corporation.

Keith graduated from Harvard University with honors in Economics. While at Harvard, Keith was an Editor for the Harvard Crimson, the University’s daily newspaper. While there, Keith developed his appreciation for high-performing, high-stress, late-night organizational cultures and the passion for writing that continues to annoy Greenhouse’s copywriters on a daily basis.

BRAND PHILOSOPHY

Brands are complex.

  • They are fluid—made up of words, images, ideas, experiences, and emotions
  • They are personal—defined by each person who comes in contact with it
  • They evolve constantly, impacted by each and every interaction

This complexity is why firms like ours exist—to help individuals and organizations manage their Whole Brand to achieve their desired outcomes.

There are two keys to driving intentional and positive evolution of brands:

  • Develop insight into the variables that impact the brand but cannot be directly controlled (consumer needs, customer trends, marketplace dynamics, the evolution of your competitors, the heritage of the brand, etc.)
  • Apply insight, creativity, innovation, risk, problem solving, and strategy to the variables that can be controlled (positioning platforms, the quality of goods and services, price, organizational structure, culture, etc.)

Every brand has its own story. The great brands have an authentic, connected, lasting story—the essentials of that story should never change, no matter what happens around you.

CREATIVE PHILOSOPHY

Here’s the thing.
The marketplace is very crowded. And getting more crowded by the minute. Brands have to work harder than ever before to find their way into the hearts and minds of customers. Every minute of every day, in every possible way, these fine folks are on the receiving end of a category five information hurricane. They’ve become numb.

Which brings us to our creative philosophy:
Make people care about you.

Simple concept. Harder to make it happen. Here’s how we get there:

  • We obsess. Over every detail
  • We collaborate. With you, with each other
  • We never make a distinction between creativity and strategy
  • We believe results rule the day, not our egos
  • We are relentless. We simply do not stop until we craft an idea that will create an emotional attachment with your consumer

RESEARCH PHILOSOPHY

Inspire with truth to create actionable intelligence.

Where others simply inform, we inspire.
Where others seek only answers to questions, we seek the underlying truth.
Where others stop at the results, we go beyond to deliver actionable intelligence.

While facts, figures, data, and information are the foundation of research, we use these as a springboard rather than an end point. What we are truly interested in and continuously pursue is insight—truth that has yet to be uncovered or expressed. It is this insight that, in turn, enables us to deliver meaningful and actionable intelligence for all the brands we touch.

With our relentless desire to uncover truth, we remain methodologically agnostic and design approaches that will deepen our understanding and broaden our perspective. We have no prescribed formula for developing methodology. Instead, we derive all of our methodology from one simple overarching question, “Will it provide us with relevantly compelling results?” And we have a keen sense of what is compelling because, while we remain objective researchers, we are passionate about the brands with which we work.

Let’s face it, in the world of research everyone has access to the same information. It’s what we do with this information that truly differentiates us.

CASE STUDY: CRESCENT COMMUNITIES

CASE STUDY: CRESCENT COMMUNITIES

The Situation

Crescent Communities is a national real estate developer headquartered in Charlotte, North Carolina. The company has been around for over half a century, and in the recent past was a subsidiary of Duke Energy.

Crescent operates across Single Family, Multifamily, and Commercial / Mixed Use business units, and has projects across the United States’ most active real estate markets. The company’s portfolio includes 18 master-planned communities, including Palmetto Bluff (ranked as America’s #1 resort by Conde Nast); 28 Multifamily projects (active and in planning/pre-development); and they own and manage ~40,000 acres, including 1,300 acres zoned for Commercial / Mixed-use. The company has also launched a homebuilding business (Fielding Homes.)

Since the reformation and recapitalization of the organization in 2012, we have been Crescent’s corporate branding partner, and driven strategy, creative, and execution across their portfolio of projects.

CASE STUDY: CRESCENT COMMUNITIES

The Solution

In the initial phases of our engagement, Greenhouse led Crescent through a process of defining its new brand.

  • We executed primary and secondary research – including 25+ interviews with the leadership team, Crescent’s partners, and employees; an all-company quantitative survey; a competitive analysis; a communication audit; a brand snapshot; and facilitation of a 2-day leadership retreat for the CEO and the other top 30 executives
  • We created Crescent’s Greater Purpose (Vision, Values and Mission) and brand strategy (positioning, personality, benefit articulation)
  • We renamed the organization to Crescent Communities, and created a new logo and tagline
  • We created and implemented a tiered internal communication launch plan for the new brand – ensuring that we engaged the most important stakeholders from the beginning, and built subsequently larger groups of ambassadors that would drive internal excitement
  • We created a brand communication plan for all key targets (investors; partners; internal; consumers)
  • We executed all external communications for Crescent, including the corporate presentation, video, website, collateral, advertising, social media presence, thought leadership content, and on

In parallel of serving as the corporate brand’s agency of record, we have engaged across business units, developments, and assignments.

  • Digital audit and best practices guide to standardize and optimize Crescent’s online efforts across all developments
  • Content creation including videos, infographics, whitepapers, reports, and articles
  • Creative campaigns for 6 residential developments
  • Strategy and naming for new homebuilding business
  • Led over 40 Visioning sessions to set cohesive strategic direction for Residential, Multifamily and Mixed-Use developments

CASE STUDY: CRESCENT COMMUNITIES

VISION

A Vision is the company’s aspirational, inspirational reason-for-being. It is something that will never change and may never be fully achieved. The vision statement articulates the company’s passion and inspiration, reminding employees of the firm’s ultimate goal.

Crescent Communities Vision:

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CASE STUDY: CRESCENT COMMUNITIES

VALUES

A brand’s Values are 4-6 tenets that guide decision making and drive behavior. These are the common qualities that sustain a company’s success and sets their culture apart.

Crescent Communities Values:

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CASE STUDY: CRESCENT COMMUNITIES

BRAND PERSONALITY

These personality traits are drivers of the way Crescent Communities communicates the brand. Together, they guide the look, tone, feel and voice of how Crescent represents itself across all communications.

Crescent Communities Brand Personality:

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CASE STUDY: CRESCENT COMMUNITIES

BRAND POSITIONING

Brand Positioning is based on an analysis of marketplace conditions, the competition, the consumer, and existing perceptions of the brand. This helps identify the best opportunity space for the brand – a positioning that will be differentiated, relevant, and compelling. Our positioning is made up of four elements that, when combined, tell the most focused story of what we want people to know about us today.

Crescent Communities Brand Positioning:

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CASE STUDY: CRESCENT COMMUNITIES

NAME AND LOGO

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CASE STUDY: CRESCENT COMMUNITIES

CREATIVE CONCEPT

A creative concept is how a brand represents their story through visuals and messaging across all communications. This concept is based on extensive research and consumer insights—and is designed to create differentiation in the market.

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CASE STUDY: CRESCENT COMMUNITIES

PRINT AD

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CASE STUDY: CRESCENT COMMUNITIES

PRINT AD

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CASE STUDY: CRESCENT COMMUNITIES

PRINT AD

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CASE STUDY: CRESCENT COMMUNITIES

BRAND GUIDE

The brand guide provides background to the history of the organization and strategy guiding us forward while outlining comprehensive brand standards

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CASE STUDY: CRESCENT COMMUNITIES

WEBSITE

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CASE STUDY: CRESCENT COMMUNITIES

HISTORY BOOK

The hard cover book documents Crescent’s successes, from day one to the present.

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CASE STUDY: CRESCENT COMMUNITIES

INTERACTIVE INFOGRAPHIC

The infographic examines home trends, by decade, from the 50’s to the 2000’s.

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CASE STUDY: CRESCENT COMMUNITIES

CANVAS SESSIONS

Greenhouse has collaborated with Crescent to create a proprietary Visioning process for its many diverse projects. Branded “Canvas”, these sessions are 1-3-day efforts to bring diverse stakeholders together to ultimately articulate the driving strategic vision for the project. At these sessions, it is not about unit mix or architecture; while those are important components we begin at a higher-level to ensure all of the subsequent partners and decisions ladder up to a driving strategic idea. We have articulated the Vision and Experience Principles for over 40 residential, mixed-use, multifamily, and commercial projects.

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CASE STUDY: CRESCENT COMMUNITIES

The Results

  • We have worked hand-in-hand with Crescent as they recapitalized, relaunched, and have now tripled the organization’s size
  • With the help of the new brand and our tools, the organization doubled the money it was asking from its key investors
  • We concepted and helped run the company’s first-ever all-employee meeting (centered on their Vision and Values) which has since become a much anticipated annual event
  • We had the lead role in formulating and executing the organization’s proprietary Canvas process. We have facilitated and been lead content developer in over 40 sessions
  • This includes a custom, 3-session Visioning and strategic planning exercise for Palmetto Bluff’s second core village (Moreland), which was concepted in 2013 and has been successfully brought out of the ground with promising initial sales
  • Based on the success of the corporate brand initiative, we have worked on marketing execution for over 10 of Crescent’s Residential developments


* Please see "More Real Estate" section to view additional creative for several of Crescent's real estate projects

CASE STUDY: UNIVERSITY OF COLORADO

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CASE STUDY: UNIVERSITY OF COLORADO

The Situation

The University of Colorado system, led by President Bruce Benson and made up of four distinct campuses (Boulder, Denver, Colorado Springs, and the Anschutz Medical campus) wanted to create its first-ever system-wide marketing campaign. Driven by continued decreases in state funding and a more competitive higher education environment, the primary objective was to increase awareness and understanding of the University system for Colorado citizens.

CASE STUDY: UNIVERSITY OF COLORADO

The Solution

Greenhouse became the University system’s agency of record beginning in 2014. The partnership has included:

  • Research and Insights: Greenhouse executed significant primary and secondary research, including a quantitative survey, sent to 8 target audiences, that garnered over 5,000 results; we then translated the data into actionable insights for the system and its campuses. We also have a benchmark survey to track our results and inform our plan and execution moving forward
  • Brand Strategy: We articulated core Brand Positioning and Brand Personality for the system
  • Core Creative: The strategy led to our All Four:Colorado campaign, shown on the pages that follow
  • Execution: We have taken the campaign to market through many vehicles, including:
    • TV: We have run :30 and :15 spots across the state
    • Print: We are in publications from 5280 to the Denver Post network to the Denver Business Journal
    • Outdoor: We have a state-wide outdoor campaign
    • Content: We produce videos, write online features, and create infographics to support the campaign
    • Public Relations: We generate and manage media pitches and events for the system
    • Online Advertising: We have a diverse online plan, including programmatic advertising, direct, online radio advertising, etc.
    • Social Media: We produce social content and optimize ad dollars across several social networks
    • Search: We optimize search terms and also direct the SEM efforts

CASE STUDY: UNIVERSITY OF COLORADO

Analysis Snapshot

As part of the initial research and analysis, we assessed the viability of several potential messages across-target audience.

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CASE STUDY: UNIVERSITY OF COLORADO

Analysis Snapshot

Core to the effort was tying together strengths of the distinct campuses.

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CASE STUDY: UNIVERSITY OF COLORADO

Opportunity Snapshot

This is one opportunity we highlighted coming out of the research and insights – and has guided the sub-segmentation approach we have taken with the creative campaign

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CASE STUDY: UNIVERSITY OF COLORADO

BRAND POSITIONING

Brand Positioning is based on an analysis of marketplace conditions, the competition, the consumer, and existing perceptions of the brand. This helps identify the best opportunity space for the brand – a positioning that will be differentiated, relevant, and compelling. Our positioning is made up of four elements that, when combined, tell the most focused story of what we want people to know about us today.

University of Colorado Brand Positioning:

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CASE STUDY: UNIVERSITY OF COLORADO

BRAND PERSONALITY

These personality traits are drivers of the way Crescent Communities communicates the brand. Together, they guide the look, tone, feel and voice of how Crescent represents itself across all communications.

University of Colorado Brand Personality:

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CASE STUDY: UNIVERSITY OF COLORADO

CREATIVE CAMPAIGN

The research and strategy led to our current campaign: All Four:Colorado. The idea ties together the four campuses and allows us to showcase different areas of impact the University makes across communities, the state, and the world – set against dramatic, beautiful imagery.

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CASE STUDY: UNIVERSITY OF COLORADO

:30 TELEVISION

CASE STUDY: UNIVERSITY OF COLORADO

PRINT AD

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CASE STUDY: UNIVERSITY OF COLORADO

OUTDOOR

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CASE STUDY: UNIVERSITY OF COLORADO

OUTDOOR

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CASE STUDY: UNIVERSITY OF COLORADO

OUTDOOR

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CASE STUDY: UNIVERSITY OF COLORADO

CU A LINE AIRPORT TRAIN

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CASE STUDY: UNIVERSITY OF COLORADO

LONG FORM WEB VIDEO

CASE STUDY: UNIVERSITY OF COLORADO

SHORT FORM WEB VIDEO

CASE STUDY: UNIVERSITY OF COLORADO

SOCIAL

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CASE STUDY: UNIVERSITY OF COLORADO

The Results

  • The campaign was launched in September 2015
  • “There has been unprecedented support for this system effort – both in terms of collaborating with the various (internal) stakeholders to build understanding and buy-in, but also excitement and support for the creative campaign in market. The President receives positive comments on a weekly basis.” –Ken McConnellogue, Vice President for Communication, University of Colorado
  • Our annual benchmark survey shows that the first year of the campaign was incredibly successful in terms of increasing awareness, understanding, and positive perception of the University
    • From 2014 to 2016 there has been an improvement in perception for all campuses, with Boulder (+8pts), Denver (+6), and Colorado Springs (+9) all experiencing significant increases (top-2 box)
    • 63% of respondents said that their impressions of the system have stayed the same over the previous 12 months, and 35% highlighted an improvement in their perception (only 3% indicated a decrease)
    • Respondents who stated that they recalled seeing the campaign prior to our survey were significantly more likely to say their impression of the University had improved over the last 12 months (52% vs. 35%)
    • There is a relationship between recall of the All Four campaign and positive impressions of the University of Colorado (+6 to +14)
    • When shown, the campaign had a self-reported positive impact on over 67% of respondents and almost no negative impact

CASE STUDY: INTRAWEST

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CASE STUDY: INTRAWEST

The Situation

Greenhouse Partners was engaged by Intrawest to be the lead brand strategy and creative partner for the Central Region. In this capacity, Greenhouse collaborated with the Intrawest team to develop brand positioning, strategy, storyline, identity, core creative idea, and creative communications for all of the region’s projects.

Greenhouse used a collaborative approach to strategic development, while also working with the Central team to refine their methodology to deliver enhanced strategic alignment

Creatively, Greenhouse developed names, logos, and color palettes, driving creative concepts, direct response, core collateral and sales support materials, print and out-of-home advertising, guerilla/grassroots tactics, events, and digital tactics for the Central division’s projects.

During the multi-year partnership, Greenhouse engaged in projects in Aspen, Vail, Copper Mountain, Winter Park in Colorado, Sun Valley in Idaho, and Zihuatanejo in Mexico and with renowned hotel brands including Four Seasons, Westin, and Hard Rock Hotels.

We focus here on two projects:

The Westin Snowmass

The Cache at Copper Mountain

CASE STUDY: WESTIN SNOWMASS

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CASE STUDY: WESTIN SNOWMASS

The Situation

After years of stalled development at Snowmass Base Village, The Westin project had to satisfy the needs of several stakeholder groups. For the development partners, it had to lay the foundation for a successful master plan. For consumers, it needed to provide a compelling reason to purchase in the first condo-hotel development in the resort. For the Snowmass community, it had to alleviate concerns about how development would change the spirit of the community, And for the Westin Hotel brand, it had to help elevate and enhance its attempt to reposition itself as a higher-end, spa-like experience.

CASE STUDY: WESTIN SNOWMASS

BRAND POSITIONING

Our brand positioning platform needed to bring together the story associated with three distinct elements of this project’s value proposition:

- The Westin hotel brand was in the midst of an extensive rebranding effort that focused on the promise of a spa-like experience at every location
- Snowmass Mountain is recognized as a more soulful alternative to the glamour of downtown Aspen, but strongly benefits from the equity and association with that town
- Ownership in a condo hotel property brings the confidence of a resort-style experience and strong brand and marketing support for the project moving forward

Westin Snowmass Brand Positioning:

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CASE STUDY: WESTIN SNOWMASS

CREATIVE IDEA

Co-Existence...

The Westin Snowmass is a confluence of uniquely compelling assets – from a spectacular, some say spiritual, mountain, to the invigorating nature of the Westin experience, to the investment opportunity of owning in the worldrenowned resort of Aspen Snowmass. By showing second home prospects how living at the Westin creates harmony between the individual and the place, their home and their community, and their mind, body and spirit, they too will want to co-exist at such an amazing place.

CASE STUDY: WESTIN SNOWMASS

PRINT CAMPAIGN

Our print and direct mail campaigns leveraged a visual reveal to surprise and delight our target with an unexpected surprise. Consecutive page ad placements in targeted print publications showed what appeared to be an idyllic outdoor scene was in fact the marriage of two separate images, one of the mountain and one of a person experiencing a relaxing Westin experience such as sleeping in a Heavenly™ Bed or receiving a massage. Printing on translucent paper delivered a similar effect in direct mail and collateral.

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CASE STUDY: WESTIN SNOWMASS

PRINT CAMPAIGN

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CASE STUDY: WESTIN SNOWMASS

IN MARKET TACTICS

Disruptive on-mountain tactics created a physical representation of how owning at the Westin could help Snowmass lo yalists be even more connected to the mountain.

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CASE STUDY: WESTIN SNOWMASS

The Results

The developer team was so impressed and excited by the breakthrough creative and unexpected tactics, that they increased the budget for the campaign rollout. In an industry where property-focused, “pretty picture” advertising is the norm, the “Coexistence” campaign enabled Westin Snowmass to stand out. In December of 2006, property ownership rights to develop the base were successfully sold to a new development partner at a profit. The “Coexistence” website won “Best Real Estate Microsite/Landing Page” in Internet Advertising Competition.

CASE STUDY: THE CACHE

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CASE STUDY: THE CACHE

The Situation

Copper Mountain is one of Colorado’s popular ski resorts, but had struggled to generate significant momentum in the real estate market – instead relying on local visitors and a discounting strategy to generate skier visits. As a part of our relationship with Intrawest’s Playground Division, Greenhouse was tasked with crafting the campaign that would buck this trend for a 25-unit development in Copper Mountain.

CASE STUDY: THE CACHE

BRAND POSITIONING

The Cache at Union Creek brand strategy turned Copper’s reputation as a “local’s mountain” into an advantage. The promise focused on the emotional appeal of being “in the know” and a part of something truly special.

The Cache Brand Positioning:

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CASE STUDY: THE CACHE

PRINT CAMPAIGN

The creative campaign revolved around exposing “Copper’s Greatest Secrets” to make prospects feel as though they are already a part of the in-the-know community of Copper.

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CASE STUDY: THE CACHE

PRINT CAMPAIGN

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CASE STUDY: THE CACHE

ON-PREMISE COASTERS

Knowing that existing Copper loyalists would be a key target audience for The Cache, we developed in-market tactics that would demonstrate the intimate way owners at the Cache could expect to know this place.

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CASE STUDY: THE CACHE

ADVENT CALENDAR-STYLE COLLATERAL

Across direct mail and collateral tactics, we used interactive elements and reveals that would reinforce the sense of discovery and local’s insight that the Cache brand promised.

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CASE STUDY: THE CACHE

The Results

In the ultimate measure of performance, The Cache sold-out pre-construction.

CASE STUDY: BACARDI MIXERS

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CASE STUDY: BACARDI MIXERS

The Situation

BACARDI Frozen Mixers are marketed by The Coca Cola Company under trademark licensing from BACARDI USA. They are merchandised in the frozen juice aisle, and the #1 player in its category, holding majority market share for the past 10 years. Over the past 14 years, Greenhouse Partners has been the lead agency for BACARDI Mixers, developing brand strategy grounded in research, evolving this strategy over time, driving all creative that consumers see from the brand, and executing broad, multi-media campaigns.

We have evolved over the past 5+ years to a content- and digital-centric approach for BACARDI Mixers, focusing on interaction and and engagement with our bulls-eye target. This has spanned across all forms of digital media, from online advertising, to social media, to the core website, to mobile.

CASE STUDY: BACARDI MIXERS

BRAND PERSONALITY

These personality traits are drivers of the way Crescent Communities communicates the brand. Together, they guide the look, tone, feel and voice of how Crescent represents itself across all communications.

Crescent Communities Brand Personality:

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CASE STUDY: BACARDI MIXERS

BRAND POSITIONING

Brand Positioning is based on an analysis of marketplace conditions, the competition, the consumer, and existing perceptions of the brand. This helps identify the best opportunity space for the brand – a positioning that will be differentiated, relevant, and compelling. Our positioning is made up of four elements that, when combined, tell the most focused story of what we want people to know about us today.

Bacardi Mixers Brand Positioning:

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CASE STUDY: BACARDI MIXERS

CREATIVE CAMPAIGN

Our approach for BACARDI Mixers is two-fold.
First, our creative campaign PARTYTIME, ANYTIME is grounded in the insight that consumers seek inspiration for a variety of occasions, whether they are hosting a party, small gathering or having a night in.

We support the core campaign with an aggressive content strategy—producing product occaissions, recipes, food, and other ideas and tips for our hostesses. Together, these efforts ensure we are top-of-mind during party planning, shopping, and during the get-together itself.

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CASE STUDY: BACARDI MIXERS

PARTYTIME ANYTIME CAMPAIGN—DIGITAL ADS

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CASE STUDY: BACARDI MIXERS

PARTYTIME ANYTIME CAMPAIGN—PINTEREST PAGE

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CASE STUDY: BACARDI MIXERS

PARTYTIME ANYTIME CAMPAIGN—FACEBOOK PROFILE PAGE

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CASE STUDY: BACARDI MIXERS

PARTYTIME ANYTIME CAMPAIGN—INSTAGRAM

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CASE STUDY: BACARDI MIXERS

PARTYTIME ANYTIME CAMPAIGN—DIGITAL CONTENT

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CASE STUDY: BACARDI MIXERS

The Results

As the Frozen aisle continues to drop 3% year over year, BACARDI Mixers has increased household penetration, purchase frequency and purchase size.

BACARDI Mixers has increased loyalty among total beverages and registers a higher loyalty within Frozen Juice/Drink than the Frozen Mixer Average.

We’ve been successful in leveraging relevant content to draw in new users, with the majority of our new followers coming to us from content specific messaging (recipes, tips, etc.) versus savings-oriented messaging (coupons).

For over 14 years, we’ve steadily generated these kinds of results for the brand. While the frozen mixer category as a whole declines — due to heavy competition from shelf-stable options -- we have helped BACARDI Mixers grow share versus competitors. As a result, BACARDI Mixers has maintained its #1 position within the category in terms of both sales and volume.

Overall, impressive results for this “small giant” within the Coca-Cola portfolio.

INSPIRATO: PRINT AD

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INSPIRATO: PRINT AD

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NORTHPOINT MULTIFAMILY: PRINT AD

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NORTHPOINT MULTIFAMILY: STYLE GUIDE

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NORTHPOINT MULTIFAMILY: WEBSITE

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NORTHPOINT MULTIFAMILY: SITE/LEASING SIGNAGE

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NORTHPOINT MULTIFAMILY: PHOTOGRAPHY

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ROUGH HOLLOW: PRINT AD

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ROUGH HOLLOW: PRINT AD

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PENINSULA: PRINT AD

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PENINSULA: PRINT AD

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WILDRIDGE: PRINT AD

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WILDRIDGE: PRINT AD

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WILDRIDGE: OUTDOOR

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THE GROVES: PRINT AD

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THE GROVES: PRINT AD

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THE GROVES: DIGITAL AD

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BRYSON: PRINT AD

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BRYSON: OUTDOOR

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McEWEN PLACE: COLLATERAL

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THE LOFTS AT WINTER PARK VILLAGE: COLLATERAL

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WINTER PARK VILLAGE: PRINT AD

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MONTEVERDI: COLLATERAL

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QUINTESS: PRINT AD

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QUINTESS: PRINT AD

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QUINTESS: COLLATERAL

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