(Frederick, MD) March 13, 2019 ‚Äì Immersion Active, a leading marketing solutions agency specializing in connecting consumers with brands that bring value to their lives, was named a Silver winner in the 2018 Summit Marketing Effectiveness Award competition. The agency entered the Online Advertising and Marketing category for its social media advertising and marketing campaign created on behalf of its client Summerhouse on Everett Bay, a luxurious coastal living community in North Carolina.
Immersion Active's entry was one of 1,482 creative submissions. The Summit Awards‚Äô panel of judges evaluated each submission for its ability to evoke a feeling of want or need, move the intended audience closer to action, change or reinforce the audience's knowledge or attitudes, as well as its strength of creative approach. This year, only nine percent of submissions were awarded a Silver, Platinum, or Best of Category award.
"In addition to understanding the client's goal, an effective marketing campaign requires thorough demographic research and an agile team who creates thoughtful content to effectively engage with the client's desired audience," said Joe Ford, president and senior digital strategist at Immersion Active. "This Summerhouse campaign saw great results in a short timeframe and winning a Marketing Effectiveness Award further validates our team's skill and hard work."
For this multi-tiered marketing and advertising campaign, the team conducted a social media content audit, extensive demographic research, and content messaging tests, as well as created "lookalike audiences" and a customer journey mapping experience to ensure the social media posts resonated with the Summerhouse's desired homebuyer. Immersion Active also updated paid search callout extensions, created new paid search ads, and enhanced ad copy for both paid search and Facebook posts. This general leads initiative, which ran from April to May 2018, performed well above industry benchmarks, generated major growth for Summerhouse's Facebook page and led to a 107.5 percent increase in the total number of engagements.
Immersion Active also created a Facebook lead ad for a weekend-long, all-inclusive open house at Summerhouse in May 2018. The event was designed to show potential buyers what living on the Intracoastal Waterway is like and the highly social lifestyle Summerhouse offers residents. The ad, which only ran for two weeks, reached 10,591 users and generated 47 leads. Of those 47 leads, 10 couples attended the event and two signed contracts with Summerhouse. The following week, Summerhouse had 25 couples – both from the open house event and leads from the ongoing general lead initiative – come to the community for contract conversations.
"Summerhouse on Everett Bay offers residents an active coastal lifestyle full of social events and wellness activities to help them build strong friendships with other community members" said Carrie Davis, marketing coordinator at Summerhouse on Everett Bay. "Immersion Active's expertise in demographic research and engaging social media content helped us convey this message and engage with homebuyers interested in this lifestyle so we could find their perfect home."
Throughout its 25-year history, the Summit Awards organization has established itself as one of the premier arbiters of communication excellence. Using stringent evaluation criteria and blind judging processes, its competitions reward only those firms whose work exemplifies the best in their class. Companies from all over the world invest their promotional dollars for the opportunity to be recognized as a Summit Award winner. The organization conducts three awards each year: Summit Creative Award, Summit Emerging Media Award and Summit Marketing Effectiveness Award. Additional information about the Summit International Awards and its programs is available at www.summitawards.com.