Promotion

Historic Postcards

Modern City’s management and leasing portfolio predominantly comprises historic apartment and loft buildings. Prospective residents are often drawn to these properties for their unique historic character and charm. To align with this preference, Building Brand created postcards to resemble vintage postcards from the 1920s, which showcased important buildings in the city and are still available in original or reproduced form in many local gift shops.

Front Side

By incorporating this historic aesthetic, we are appealing to the demographic that values and is attracted to the historic character and charm of Modern City's properties. Shown here is an image of a vintage postcard next to a postcard Building Brand produced for the Belcrest Apartments. Modern City’s marketing website LiveModern.us, is subtly placed at the bottom of the card, matching the aesthetic of the image.

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Back Side

The rear of the postcard consists of 4 key elements:

  • The property name and address

  • A marketing description that describes the unique qualities of the property

  • A sketch of a unique characteristic or amenity located at the property

  • A QR Code to direct prospective residents to more information

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Distribution

The postcards were distributed in 3 main forms.

Lobby Entry Tables: A stack of cards were placed at the entry of the building so that guests or residents could take one as they are entering or exiting the building.

Local Bulletin Boards: A number of cards were also posted in local restaurants and offices. The intent is for people to not only see the card but take them home as well.

Mass Mail: The cards were also delivered to all the residents in the surrounding area via USPS Every Door Direct Mail. The fact that the building is very distinguishable in the area and the postcard reads as a piece of art leads us to believe many recipients will keep the card and potentially consider the building when their lease expires.

Each method of distribution has a unique QR Code on the back with campaign tags so that the success rates can be measured and future promotions can be adjusted as needed.