1. Community Marketing

2. Definition Community Marketing
Designed to engage various members of the community.
It is all about networking and setting up events that encourage sales counselors to partner with homeowners, prospects, realtors, community leaders, school officials, and business leaders.
Designed to partner with organizations, build relationships, and not just sponsor them.

3. Goals & Objectives Introduce sales counselors to community leaders
Highlight Fischer Homes’ commitment to the communities where we build
Provide strong networking opportunities
Increase PR activities
Generate referrals and leads that can help drive prospect traffic
Provide Fischer Homes with a strategic competitive advantage
Create grassroots, word of mouth marketing

4. Community Roadmaps
Each community will have its own roadmap that details all marketing activities quarter-by-quarter
This is maintained by the sale counselor
This is an active document that is continually changing

5. Community Marketing Ideas
Interior Design Event
Library--Storytelling at model
Canned Food Drive
City Council/Mayor Luncheon
Fire/ Police Department Luncheon
ID-A-KID
Home Buying Seminar
Late Start School Breakfast for Teachers
Host School/Club Meetings at model
Open House/Fundraiser with local PTA/PTO/Band Booster/Athletic Booster
($5 donation for everyone who shows up to $500)
Alumni Meetings at Model
Realtor Luncheon – high end food, targeted
Community Leader Luncheon
Event for FH Vendors
Groundbreaking/Ribbon Cutting Ceremony
Holiday Event
Block Party
Book Club Meeting
Scrapbook Meeting
Baby shower
Wedding shower
Moms groups
Tie to local sports events- reason to go

6. Event Planning Process
1) Decide on event for your community
What type of event will be most successful to target your demographic?
Identify outside groups that would be interested in this event.
Try to determine a date and time that is most convenient for the group you are inviting.
You can always bounce ideas off Marketing

7. Event Planning Process
2) Create a plan that includes details and who is responsible for what.
Date/Time?
Who is the audience?
Budget?
Goals/Objectives?
Need for PR?
Food?
Tables/Chairs?
Giveaways? Allow 4 weeks for delivery if it is a new item, 2 weeks for repeat orders.

8. Event Planning Process
3) Communicate to sales/division manager on details and get budget approval
Before anything moves forward, the sales/division manager must give approval.

9. Event Planning Process
4) Develop invitation (with marketing support as needed), send to marketing to order through Printing Gallery
All invitations should go through marketing
Two weeks notice is required for invitations to be processed – so plan your event in advance

10. Event Planning Process
5) Promote Event
Send out invitations
Spread the word to local businesses/organizations
Follow up with phone calls
Utilize homeowners to help spread the word
The more effort put forth here, the better the results of your event!
Ask marketing if you want a facebook post or other support – 1 week notice

11. Event Planning Process
6) Fill out goal sheet!
The goal sheet is a document that explains the goals of the community- marketing party/meeting in a community.
The goal sheet is mandatory.
Provide to sales manager, who can share with marketing.

12. Goal Sheet (cont.)
Identify the means in which you are promoting your event as well as the attendance goals you are anticipating:
Activities:
Invited ___ people total
Invited ___ homeowners
Invited ___ prospects/other
Sent ___ s
Called ___ homeowners/prospects
Walked the community:______
Attendance Goals:
Homeowners: ____
Referrals/Prospects:___
New Visitors: ____
TOTAL Party attendance: _____

13. Goal Sheet (cont.)
One week after the event, this information will be filled in to complete the goal sheet:

14. Event Planning Process
7) Follow up with marketing post-event to communicate results
Please inform sales manager and marketing of your event details as soon as possible
Goal sheet will be completed with results
Roadmap will be updated to reflect event
Send any event pictures to Marketing (with photo release if you want posted to facebook)

15. Bandit Signs Options for signage targeting rental market
Can be placed by team and ordered through Design Masters
or ordered and placed by redirections.
Should go to Google voic number – set up for phone tree.

16. Open Houses Link to openings Giveaways Community events
Realtor wide open houses
Get permission from sales manager
Communicate timing with marketing, who will notify HMS
Order signs as needed – signs for community, market, model