OLMSTED GREEN
Building a Brand and Momentum as a Neighborhood Builds Community

Located minutes from downtown Boston, Olmsted Green is a 42-acre planned mixed-use, mixed-income community that offers accessibly priced, energy-efficient quality homes in a unique community setting dedicated to promoting inclusiveness. This urban community is growing in the heart of Boston , thanks to a groundbreaking partnership between commercial developer New Boston Fund, Inc. and non-profit Lena Park Community Development Corporation.

Formerly the Boston State Hospital, the site had been an abandoned eyesore for 25 years at the intersection of Dorchester and Mattapan, two of Boston 's most underserved communities. Therefore, this development embraces much more than housing - it is the embodiment of a vision of social responsibility, services for older adults and the mentally infirm, encompassing affordable housing, vocational and recreational services, and a four-season recreational facility.

SM& and its advertising partner worked together on an integrated marketing and grassroots communications campaign to brand Olmsted Green, create buzz and generate demand for this unique project. Together, we developed messages, as well as the tagline and brand platform; tested the messages with focus groups; designed the logo; created a sales and marketing kit; hosted a launch event unveiling a video and announcing homebuyer classes; began a quarterly newsletter; and developed the website (www.olmstedgreen.com).

The groundbreaking was held on May 24, 2006, featuring the Lena New Boston team, Boston Mayor Thomas M. Menino, other elected officials, local residents, and community activists. Intended as a celebration of the community, the event featured a neighborhood dance troupe and championship double dutch team, and even a Boston city bus completely wrapped in Olmsted Green advertising. The event received blanket coverage from television, radio, and all of the local and community newspapers. Since then, we continue to focus on brand-building, copywriting, media outreach and community relations, which has resulted in continued attention from local national media. Most importantly, Olmsted Green's lead database has grown to include nearly 900 contacts, and without there even being a model, 30 percent of Phase One units have already been reserved.