CASE STUDY: SPIRIT BAY
Making Sustainability Simple
Spirit Bay is a seaside village being developed on the southwest coast of Vancouver Island. Sustainability is core to the development, with everything from ocean thermal heating to ‘light on the land’ construction to tempt buyers. But how do you sell this niche development to mainstream buyers?
From roadmap to reality
I was brought aboard by Spirit Bay as their back pocket brand officer. My role was to oversee all elements of communicating the magic of the new town, working directly with the developer and head of marketing.
We began by roadmapping the marketing, from inception to final sale. This enabled us to strategically plan and measure a process that is often reactive and tactical knee jerk. It also provided a template for marketing future towns more efficiently.
With the template complete, I helped Spirit Bay develop everything from long copy ads and a coffee table book (you can see both below) to a revamped Visitor Centre (check out the Visitor Centre video below).
Harnessing brand to sales
A powerful brand alone wouldn’t sell homes. We needed to marry the brand to a coordinated sales process. The selling process at the time was still ad hoc and uncoordinated. There was no feedback loop to marketing. The entire system was disconnected and frustrating for the Spirit Bay team.
I brought aboard my sales partner, and together we built out Spirit Bay’s CRM and sales funnel system. We hired an inside sales agent to pre-qualify leads, coached the sales team, and built a process that would keep prospects moving forward through the system.
Spirit Bay’s Phase 1 Founder’s Village is sold, and ground is being broken on the next phases of the development.