34C . INTEGR ATED MARKETING CAMPAIGN | LIBERT Y PARK CEL SURVEY CAMPAIGN LIB ERTY
PARK’S
#TH
ANNU AL
FALL FESTIVAL
SATURDAY, OCTOBER 29
AT
ANDREWS
11:00 AM – 2:00 PM CORNER OF TUSCON & TUSKEEGEE
FOOD TRUCK • face paint
COSTUME CONTEST
COMPLETE YOUR ANNUAL RESIDENT SURVEY HERE
INFLATABLE OBSTACLE COURSE
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T O
L P F A L L F E S T . E V E N T B R I T E . C O M
your voice matters Complete Your Annual Resident Survey
Fill Out Your Survey Here Poster - V2 - 2016-09-01 - EEM.indd 1
Check Your Email for Participation Instructions
9/2/16 11:45 AM
AT
ANDREWS
BON A-PET-TREAT! TO PREPARE YOUR PIZZA PREHEAT OVEN TO 425°F BAKE FOR 7 MINUTES ON PAN OR RACK
Enjoy this bag of doggy treats for your paw-some pup.
THAT’S AMORÉ! FROM YOUR FRIENDS AT LIBERTY PARK
COURTESY OF YOUR FRIENDS AT LIBERTY PARK
BE HEARD
FOLLOW ALONG AT
ANDREWS
WEIGH IN
TO PREPARE YOUR PIZZA /LibertyParkAndrews PREHEAT OVEN TO 425°F BAKE FOR 7 MINUTES ON PAN OR RACK
WIN CASH AND PRIZES THAT’S AMORÉ!
FROM YOUR FRIENDS AT LIBERTY PARK
COMPLETE YOUR ANNUAL RESIDENT SURVEY FOR A CHANCE TO WIN! check your email for participation instructions
Every year, the property management staff at Liberty Park at Andrews – a 1,115-unit housing community located on Joint Base Andrews in Maryland – administers a resident survey to gather feedback and help improve the community–resident relationship. In order to capture a broader and more accurate scope of data points and prevent another low response rate, like that of 32.4% in 2015, the management team conceptualized a monthlong resident survey promotion campaign for 2016. In years prior to 2016, though the survey was open for about a four week period, the property management team focused on promoting it over only one week during which abbreviated daily events were held to encourage participation. However, these events were too condensed, not effective, and draining on the staff. In order to create a better survey experience in 2016 for both residents and staff, the management team decided to develop a promotion campaign that would span the same length of time the survey would be open to residents. So, starting September 9th and ending on October 29th, biweekly community-wide events and promotions took place with the goal of generating good will and encouraging survey participation. Although self-admittedly a lofty goal, Liberty Park’s property management team aimed to reach a 50% community-wide survey response rate by the end of the campaign. Promotions included a grand prize winner, selected at random from survey respondents, of $1,000 off one month’s rent when the survey reached 50% participation community wide; a weekly winner, also drawn at random, of $500 off one–month’s rent announced every Friday; and a block party for the neighborhood with the highest participation percentage at the survey’s close. Events included Beer and Wings Night, Waffle Wednesday, Pooch Plunge, Taco Tuesday, Take and Bake Pizza Night, and ended with the property’s signature autumn event, the Liberty Park Fall Festival celebration. Different types of events, such as Beer and Wings versus Waffle Wednesday, were selected with the goal of enticing the TO PREPARE YOUR PIZZA range of resident demographic groups present at Liberty Park to participate. Additionally, PREHEAT OVEN TO 425°F BAKE FORit7 MINUTES ON required PAN OR RACKfor entry to the events, it was highly encouraged that residents while was not bring proof of having completed the survey to events’ check-ins. Proof of completion was THAT’S AMORÉ! often times redeemable for perks such as extra raffle entries. Finally, clearly marked survey stations where management staff stood with tablets were present at all events to enable residents to more easily complete the survey before partaking in the festivities. FROM YOUR FRIENDS AT LIBERTY PARK
Marketing for the events and promotions was comprehensive across the community, done both digitally and via traditional methods. Promotions and events were planned TO PREPARE YOUR PIZZA
in advanced and announced via the community’s active Facebook Page [facebook.com/ libertyparkandrews] and MailChimp email blasts to ensure all residents were made THAT’S AMORÉ! aware of the festivities. Road signs and flyers in the residents’ mailboxes touted prizes and instructions on how to complete the survey. Plus, a poster-sized event calendar was positioned in the highly-trafficked community center to inform residents of what promotion or event was up next. PREHEAT OVEN TO 425°F BAKE FOR 7 MINUTES ON PAN OR RACK
FROM YOUR FRIENDS AT LIBERTY PARK
Compared to years past, the 2016 resident survey was a huge success. Not only did the response rate increase to 41.7%, but the responses themselves were more positive, with some categories jumping from “average” ratings to “very good.” Overall, the management team was incredibly happy with the results. The heightened outreach was successful in creating a fun and lively community environment, and the new timeline allowed the staff a little more breathing room around each individual event which ultimately made the campaign more relaxed and enjoyable for all parties involved.
34C . INTEGR ATED MARKETING CAMPAIGN | LIBERT Y PARK CEL SURVEY CAMPAIGN
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AT
ANDREWS
WIN $1,000 Take your CEL Survey today!
AT
ANDREWS
COMPLETE YOUR ANNUAL RESIDENT SURVEY FOR A CHANCE TO
WIN $1,000
OFF ONE MONTH’S RENT
AND PRIZES! surveys will be emailed on FRIDAY, SEPTEMBER 9 TO ENSURE YO U REC EI V E TH E S URV EY add
[email protected] to your email’s allowed or safe senders list flip for a full list of events >>
HAPPY NATIONAL DESSERT DAY Celebrate by helping yourself to some tasty treats! Feel free to enjoy them here or take them to go in the provided boxes. FROM YOUR FRIENDS AT LIBERTY PARK