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CASE STUDY | Forest Trace
Overview Forest Trace seemed like a no-brainer. A beautiful property, plenty of popular amenities, and minimal staff turnover. In its heyday, Forest Trace had a waiting list, but by January 2010, the community had more than 100 vacancies and move-outs were exceeding move-ins. Once considered the “Grossinger’s of South Florida,” the community had lost its spirit and was foundering. The new management wanted to reclaim its glory days, but wasn’t sure where to start…so Forest Trace turned to O&G.
GOOD IDEAS
  • Recreating Forest Trace’s lost “Grossinger’s-style” branding by making Elaine Grossinger Etess its new spokesperson
  • Creating the Golden Matzah Bowl competition to reward South Florida’s best matzah ball chefs
  • Showcasing residents’ active lifestyles through flash mob appearances, a “Stayin’ Alive” video, and “Turn Back the Hands of Time” awards, among others initiatives
  • Producing events that spotlighted Forest Trace amenities, such as, Valentine’s Day on the lakefront dock, an Earth Day Garden, and charity golf contest on the putting green
  • Introducing the community to Facebook, Twitter, Pinterest and other social media channels while revamping its website to increase SEO
GOOD RESULTS
  • Newspapers and TV – even CNN – covered community happenings, raising awareness to new levels
  • Facebook visits have more than doubled, the community tweets daily and web traffic is surging
  • Forest Trace is full of happy residents…and they’re telling others
  • New prospects keep Forest Trace fully occupied and the community once again boasts a waiting list
  • Extensive earned media enabled Forest Trace to reduce ad spending by 50%