Reserves of Aurora

Client Background

The Ganzhorn Development Group earmarked 57 acres of land to become Aurora, Ohio's first cluster home development. Nearly 70% of the property was set aside for green space to accommodate 126 homes starting at $200,000. A swimming pool, tennis court, spacious club house, fitness center, indoor/outdoor spa and winding, wooded nature trails awaited residents.

As the very first cluster home development in the City of Aurora, the developers sought a logo that would pay homage to Aurora's arboreal connections. The graphic "leaves" as well as the poitioning statement, "A Natural Choice for Easy Living", connected the development to its natural surroundings.

The Challenge

The Reserves of Aurora partners sought an overarching strategic plan to position and promote their development to the right audiences.

The Outcome

Caler&Company facilitated thorough fact-finding and brainstorming meetings to identify strengths, weakness, opportunities and threats. Caler&Company researched and provided copy that touted the history of The Western Reserve as well as the role that the City of Aurora played and provided it along with a robust list of amenities to qualified leads.

Award-winning literature and
prospect presentation system
was created by Caler &
Company, which could quickly
be modified to address the
needs of the two primary
target audiences -
"DINKS" and "Empty-Nestors."

A robust public relations and
media backgrounder was
created by Caler & Company
and included a history of the
City of Aurora, elevations, site
plan, lifestyle photos, floor
plans and vision for the property.

Caler & Company designed
and produced all
pre-construction site signage
as well as the monument
entrance signage in
compliance with all
regulatory details.

In addition, complete lifestyle literature was created and used to garner inquiries long before the ground breaking occurred. Pre-construction signage and banners were developed along with monument signage that stands at the property's entrance. A literature system was created, sales agents were trained and a marketing package, to meet the individual needs of both DINKS and empty-nesters, was developed. Caler&Company also coordinated with local merchants to create Longaberger baskets to serve as a closing gift. The baskets included entertainment vouchers and private label wine from a local winery, which Caler&Company designed the label for.

Once the property was zoned for
development, Caler&Company's
construction site signage bordered
the 57 acres soon to become
The Reserves of Aurora.

A hand-carved and sand-blasted
monument sign designed by the
Caler Team was integrated into the
mason's 14' X 6' base. The logotype
was decorated with gold-leaf.

Caler & Company
enrolled a local
winery to produce
private labeled
"Reserve" vintage
wines used as
buyer closing gifts
which were
included in a
"Welcome" basket
for all new residents.

"I am thoroughly pleased with the printed materials, as are my colleagues and customers - a sales tool that both quantifies and qualifies the care and commitment to a project / community, as does the literature produced by Caler&Company, is truly an objection answered."

Richard Greenwell
Director of Business Development
Ganzhorn Enterprises