Instant Credibility
Glenn Turek is developer of MeadowsCrossing a new student town home community near Grand Valley State University. When he launched
his project, Glenn faced a less than ideal schedule. Construction crews were just digging holes for the development when students were
beginning their housing search. With no model to show, the marketing program had to convincingly tell the story and sell the project.
The W Group developed the MeadowsCrossing identity and an informational website featuring a roommate finder. It also created a direct
mail campaign supported by targeted advertising. "Jim helped us achieve instant credibility with the website and marketing
materials," says Glenn. "Students responded positively to the professional look and feel of our marketing materials even though we
were presenting concepts instead of a finished project. The logo, the tagline, and the overall design really worked to instill a sense
of excitement and confidence." Within 60 days of the campaign launch, Glenn had commitments for 50 percent of the units. "With such a
quality image," says Glenn, "it wasn't a leap of faith for customers to believe in our ability to deliver an excellent project on time.
I cannot thank The W Group enough for its role in posturing our success!"
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