Bringing order to disorder
Fair Lakes is a mixed-use suburban development launched in the early 1980’s. An innovation in land use synergy at the time, it was a standard bearer for the live/work/shop/play vision of urban planning.
Mixed-use shouldn’t mean mixed messages
Over the course of 30 years, Fair Lakes’ identity became lost in the tangles of its own history and silos of the different management teams. With three distinct shopping centers, a large cluster of office parks, two hotels, and a handful of dynamic apartment communities and residential neighborhoods, the property needed a united banner under which shoppers, residents, and corporate office employees could identify. Powers Communications was tasked with creating this messaging and restoring to Fair Lakes its sense of place.
Content, Not Coupons
Outdated circulars and coupon books became a single, cohesive quarterly magazine.
Creating a Single Publication
A thorough review of the League’s communications tools revealed lackluster and confusing effort to blend the various communities. Multiple publications, editorial teams, and cost centers existed. We eliminated outdated circulars and coupon books and created a single quarterly publication, A View from Fair Lakes, that features regular editorial, tips on home, beauty, and healthy lifestyles. Circulation of the magazine increased greatly, with 16,000 homes subscribing and over 2,500 readers captured at Fair Lakes’ restaurants, office lobbies, and apartment communities. As we eliminated redundancies, reduced costs, and improved efficiencies the messaging became consistent and focused for all of the constituents.
Being Social with the Neighbors
Disparate communities now come together on social media channels.
We integrated the communities on social networks as well by creating a single Facebook and Twitter account. We also added Pinterest and Instagram accounts, where Fair Lakes’ retailers can showcase seasonal and new merchandise and where content from A View from Fair Lakes may be cross-referenced.
The same approach was applied to the Fair Lakes’ online presence. Their archaic website was transformed into a colorful and dynamic home where shoppers, residents, and employees alike can receive information on community events, classifieds, store specials, job opportunities, and more.
Beyond Words
Integration and interaction among Fair Lakes’ communities required thinking out of the box a bit. Further community-building was accomplished through the launch of various social clubs and sports leagues. We brought new life to existing programs by rebranding them and increasing their exposure beyond the Fair Lakes confines to reach the greater Northern Virginia community. The Fair Lakes community benefitted from a shared identity and consistent messaging, and ownership and management benefited from reduced costs, smother processes, and engaged customers and workers.