HPC Publications, a long-time leader in printed apartment locators, tapped Duffey Communications to develop an integrated communications campaign to build brand awareness and generate revenue for its new Internet site, ApartmentGuide.com, an online apartment locator service.

Duffey conducted focus groups in key markets across the U.S. to gain a perspective on the competitive landscape and awareness of online apartment resources.

Duffey partnered with its in-house design unit, Studio D, to concept and create a consumer advertising campaign including TV, radio, billboard and transit ads utilized through a three-month/eight market media buy.

For use as a sales tool, The agency produced an interactive CD-ROM sales tool for use in sales meetings, trade show presentations, and in a direct mail sales campaign. Additionally, Duffey produced a colorful media kit, including a business card–sized CD-ROM featuring the advertising campaign, and distributed it to targeted media, along with a “retro-look” welcome mat.

As a result of the campaign, ApartmentGuide.com’s site traffic increase 18 percent in the targeted markets, the sales force surpassed their targeted sales goals and media awareness of ApartmentGuide.com increased substantially.