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WHO:
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Palmetto Bay Village Center
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WHAT:
Palmetto Bay Village Center, a new commercial complex in south Miami, is receiving strong results from a direct mailing using the U.S. Postal Service’s Customized MarketMail® (CMM) classification. Palmetto Bay is using CMM to promote the 80-acre property that is being converted into office space for the new center.
Palmetto Bay Village Center worked with Armenteros & Martin Design Associates, a Coral Gables graphic design firm, to create the promotion. Cardboard-stock cutouts of an image of a Boston terrier were sent to 12,000 residents near the development who have houses valued at $300,000 - $400,000 or more, selected by zip code. In addition, businesses in the area with 20 or more people, as well as professionals with five or more employees, also received postcards. On the back of the piece, the developer promoted short commutes to the nearby office complex.
“We had two objectives,” said Jill Blake, Project Manager, Palmetto Bay Village Center. “Our first objective was to educate the people who live in the immediate vicinity of what is going on in their neighborhood. The other objective was to attract local decision makers to relocate their offices there.”
“The oversized mail piece grabbed a lot of attention,” said Blake, who added that, “Despite the 12 inch by 10 inch size, postal workers could fit the piece into mailboxes because they are made of flexible cardboard.”
“We wanted to focus on things that people in the general population value, like time with family and pets – things that we feel people would be able to capitalize on if they moved their offices here,” Blake said.
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WHEN:
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RESULTS:
Abood Wood-Fay Real Estate Group, the exclusive leasing agency for Palmetto Bay Village Center, showed the space to about 12 prospects who came directly as a result of receiving the postcard. Many people have commented on the mail piece that they “love it.” In addition, the postcard has generated a lot of excitement and attention with the local and national media.
View front of mailpiece (jpg).
View back of mailpiece (jpg).
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