Monday Properties, a dynamic real estate investment firm and industry-leading developer, today announced that the Blake, its Class A multifamily development in Alexandria, VA, has won a 2023 Multifamily Executive (MFE) Award for its highly successful marketing and advertising campaign throughout development and lease-up. For more than two decades, the MFE Awards have honored excellence in the multifamily industry, celebrating the best projects, leaders, and initiatives.
Monday Properties developed the award-winning strategy around a driving theme: a destination offering the “Best of Both Worlds.” The campaign focused on the development’s ability to provide comfortable apartment homes with upscale and hybrid amenities catered to today’s resident, all packaged in a desirable and convenient location.
“The Blake is a standout project, with contemporary architecture, cutting-edge amenities, and inviting materials,” said Alexandra Young, Senior Vice President of Marketing and Communications, “We focused on collaboration and thoughtful brand positioning from Day One, and we valued the importance of effectively communicating what life would be like at the Blake throughout the development process, even before project delivery.”
The targeted advertising campaign consisted of social media and digital tactics, media outreach, on-site banners, and a dedicated property website with custom features and highly-visual elements. Through the brand’s activation, the campaign generated buzz about the unique offerings of the community.
Monday Properties worked with several strategic partners to develop various aspects of the campaign, including branding and marketing studio Hickock Cole Creative, who helped create the eye-catching logo, tagline, and corresponding brand elements. They were also instrumental in the placemaking and signage efforts. The team also partnered with Punch to develop a dedicated property website, Everyday Productions, to create custom video content for the website and social media channels, and Arqui300 to produce renderings and a 3D virtual tour video.
“It’s evident that the Blake’s marketing campaign effectively captured the essence of the highly amenitized lifestyle that blends community and connectivity, and we’ve seen it translate to overwhelmingly positive results,” said Frank Craighill, Senior Vice President of Development at Monday Properties. “Since its delivery, the 300-unit multifamily community has helped fill a critical need for new housing in the booming Northern Virginia region.”
Monday Properties will be honored alongside the winners of other categories at the Multifamily Executive Conference in Dallas, Texas on September 28. Read more about the award-winning marketing campaign here and visit The Blake at theblakealexandria.com