As many of you may have read in the previous issue of BNO, BIA “soft launched” the new www.gobrick.com web site last month. One of the reasons we deliberately took this approach was so that BIA staff and its website vendor, Vanguard Technology, Inc., could work through any outstanding items on the website.
Another reason we took this approach was to work hand-in-hand with BIA SER and their new, consumer-oriented, digital advertising program. To help defend its market position and promote brick’s performance and aesthetic attributes to prospective millennial homebuyers, the BIA SER Board took it upon themselves to authorize funding for creation and launch of a robust digital campaign. The Board hired Agency Pure out of New Orleans, and the agency spent considerable time researching, testing and creating a campaign that just launched in several cities throughout the region. One of the examples of the ads is shown below.
To show brand linkage between the ads and BIA’s new website, the new ads will point to content on this landing page. Additionally, the region is also supporting these efforts with a community planning effort. For more information about the campaign and the possibility of extending it in a market of interest, please contact Stephen Sears at firstname.lastname@example.org or 703-674-1536.
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