Dotted Line developed the Summit at Magnolia Green brand using an open and sophisticated southern attitude that built on the successful brand we had recently created for the larger Magnolia Green master-planned community. In creating this “sister brand,” we sought to identify commonalities between Summit at Magnolia Green and the original Magnolia Green brand.
The campaign included a new campaign microsite, print and digital advertisements, social media content, and press. The campaign leveraged a local media strategy focused on generating leads and creating awareness. Through weekly tracking and reporting, the Dotted Line team was able to analyze results and optimize next steps in real time throughout the campaign, making better use of resources and budget.