26 EXPERIENCE/EXPERTISE (cont.) A representative description of projects similar in nature completed by your firm Case Study #2 An Affinity Marketing Story PRODUCT: Apartment community of 291 units BUDGET: $500,000 KEY PROBLEM: A saturated Long Beach rental market and lingering economic downturn were among the most significant barriers to renting a home at the upscale, higher-priced gallery421 community. KEY STRATEGIC INSIGHT: Employees in the Long Beach area were determined to be the most viable target market – and the most likely group to spend more than $1,400 on monthly rent for their next home. To effectively reach this target, affinity group marketing was utilized which targeted Long Beach employers with 500 or more employees. CREATIVE STRATEGY: 1) Create a brand identity that differentiated gallery421 from other Long Beach apartment communities, 2) Develop advertising that focused on the most desirable property attributes – fitness center, pet friendliness, pool/spa, etc., 3) Pinpoint and utilize brand champions through affinity group marketing. TACTICAL ELEMENTS: New brand identity, print, collateral, website design, social media, permission- based email, affinity group marketing, building signage. TARGET AUDIENCE: Urban renters with annual HHI $70K and higher. RESULTS: Nearly 50% of the apartments leased within five months and the property continues to experience robust traffic.