olmsted green

Olmsted Green generating demand for a new way of living

Olmsted Green is a 42-acre planned mixed-use, mixed-income community that offers accessibly priced, energy-efficient quality homes in a unique 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.

ARGUS was retained to create the Olmsted Green brand, launch marketing, advertising and public relations programs to create buzz and generate demand for this unique project.

We conducted research and developed the brand platform. The logo identity is organic in its visual approach, and connects earth and sky much in the way that residents would feel when in their new homes, nestled among trees and open spaces.

As part of the integrated multimedia strategy, we developed sales and marketing tools as well as a website aimed at converting passive site visits into active sales inquiries and qualified leads. In a matter of clicks, users can explore the greater Olmsted Green community in a Flash-based map, or view model interiors of their future home. (www.olmstedgreen.com).

During peak home-buying months, the website received over 10,000 hits a day and has sustained quarterly 25% growth rates in unique visitors.