The Grove Frisco
Our client Newland builds fully inspired communities. First, they carefully examine the natural habitat, taking into consideration all that it has to offer, and then they craft it from the ground up while staying true to the land. So, when they came to us with the plans for a new community in Frisco, Texas, we knew there was a story to uncover and share, with the goal of driving awareness and home sales.
From here, we dug deep to uncover a name: The Grove Frisco. And, we laid the foundation for what was to come with a complete brand identity, and a unique story about a carefully crafted, modern day village.
What do you get when you mix a spot-on strategy, a respect for collaboration and an expedited timeline? Agile Creative.
Born out of the way tech companies handle development projects, Slingshot launched Agile Creative in 2017. This was our answer to something we’ve heard clients asking for; a more nimble, more collaborative creative process.
How does it work? Our clients, strategy and creative teams agree on “The Brief,” then over the course of 5-7 days the creative team goes off for dedicated periods of idea generation, with several client touch points in between. On the final day, everyone collectively agrees on the best big idea for the brand. For The Grove Frisco, this is where Put Down Roots was born; an idea inspired by the lush trees surrounding the community, and the crafted amenities that were sure to inspire a natural way of life.
From here, we progressed toward a summer 2018 launch. First on the docket was showing people that this in-the-works community was going to be an extraordinary place to put down roots. So, we started planting seeds. We created a series of videos, dubbed our Vision Videos, that told the natural story of the community. The videos were released one-by-one, like a story unfolding, and invited users to explore our unique landing page.
Then, while Newland was building a modern village, we continued building and implementing advertising that drove excitement and home sales. Our team targeted prospective buyers and realtors using standard demo, contextual and behavioral targeting. To reach our audience, we ran a mix of traditional and digital media that leveraged a variety of tactics such as geofencing, native and social lead gen ads. Our print strategy placed our ads in a variety of local DFW publications, which even led to special features on The Grove Frisco from certain magazines known as sources for realtors and homebuyers. With these powerful media tactics and creative, we launched a holistic campaign that effectively drove leads and conversions for The Grove Frisco in the time leading up to the grand opening and beyond.
This modern day village came equipped with every amenity a family could hope for—including a fresh, local and delicious cafe within Orchard House, the heart of the community. Swirl Cafe & Bakery already nailed all the recipes, but they needed a little help with creating an identity that fit in with The Grove Frisco. We were thrilled to create a full identity ranging from logo development to menu design for Swirl.