Anniversary Home

Challenge

How to develop and launch a successful nationally-themed product instead of the traditional regionally-themed product across the United States, while communicating the brand’s fifty years of success, value and customer commitment.

Solution

A consumer-driven, nationally themed home was developed.  This high-quality, value priced home was designed and packaged based on extensive customer research and supported by a fully integrated marketing plan.  The marketing communications focused on driving traffic by delivering a message of high-end design and features at an affordable price.

Target Market

Family-oriented, blue-collar, high school graduates, under age 44, less than $35k household income with prior manufactured housing experience.

Marketing

A “Call-to-Action” television commercial was created to support the brand architecture and product positioning.  Two flights of advertising ran generating over 14,000 calls and 3,146 qualified leads.  POS kits were distributed to all stocking retailers.  Kits included: tape of 30 second TV commercial and 60 second radio commercial, banner, print ad slicks, door hangers, poster, refrigerator board magnet and counter card to hold floor plan literature.

Results

The Anniversary Home established itself as Fleetwood’s best selling model.  It sold into 466 points of distribution.  Over 3.7k homes (10% of wholesale volume) were sold, generating a $117M incremental revenue stream.