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GreenPointe Communities Honored at Excel Awards
By: GreenPointe Communities
Gaynelle James was named Marketing Director of the Year and the company received a Best Consumer Event award for its SummerPalooza at TrailMark, a recreation-first lifestyle community in northern St. Johns County. Presented by the Southeast Building Conference, the Excel Awards honor building industry professionals who make major contributions to the residential home building and commercial construction.
"Gaynelle has taken the company's marketing excellence to new heights and her contributions have made a significant impact to multiple operating divisions within our organization,"
James is directly responsible for creating and masterminding the marketing vision, producing strategies and executing tactics for GreenPointe's three operating divisions, corporate headquarters and communities that consistently communicate the company's brand message throughout Florida. Among her many achievements during the past year, James has helped launch and open new communities in Jacksonville, Sarasota and Daytona Beach, Fla. She has created, organized and managed multiple marketing campaigns and on-site promotional events that resulted in more than 5,000 visitors attending community previews and builder model tours. She designed new collateral materials to support the company's leadership in securing new development opportunities. James effectively manages multiple marketing budgets and her success enhances GreenPointe's reputation for integrity, innovation and results.
One of James' outstanding events took place on a picture-perfect Saturday in May 2018. SummerPalooza was a first-of-its-
GreenPointe collaborated with TrailMark's home builders to ensure all attendees had the opportunity to explore model homes while experiencing the community's many nature-focused amenities. More than 1,500 attendees, many for the first time, joined friends for the event. Guests welcomed summer with live music, bungee air rides, human hamster ball game, 70-foot mega obstacle course, inflatables, face paintings, giveaways and more. Food trucks joined the fun to offer summer fare, including barbecue, pizza, fusion cuisine and local favorite, the Kona Ice truck. To top off the entertainment, a chainsaw carver provided a live demonstration all day, leaving TrailMark with two new carvings to display at the welcome center.
GreenPointe implemented a billboard campaign throughout St. Johns and Duval Counties with more than 5 million impressions, which created a huge buzz and interest throughout Jacksonville. Print ads were placed in local publications, banner ads were placed to target families throughout the area and emails were distributed to targeted lists. In addition, three local radio stations promoted the event for four weeks prior to SummerPalooza, with two stations broadcasting on-site during the event. Broad-based social media postings drove prospects to an Eventbrite page where registrations and attendee data were collected. Direct-mail postcards were sent to residents within a 10-mile radius to ensure all neighbors were invited.
SummerPalooza was a hit with attendees, residents, builders and the Realtor community alike. The event resulted in increased awareness of TrailMark, generated many potential buyers for the community and provided a great way to kick off summer for everyone who joined the fun.