Baywest Homes
How was a modest 20 year old custom builder put on the competitive map with a simple but revolutionary positioning concept garnering it significant awards, awareness, and increased business?Move-up builder Baywest Homes, a 20 year old company that started as a small family run custom builder without much focus on marketing had recently been purchased and taken on new professional management. Despite the longevity of the company and quality of the product, the Baywest name was still virtually unknown. A new Marketing VP was appointed with the task of creating awareness and increasing sales.The question was — in a crowded marketplace of dozens homebuilders with reputations, big budgets, busy advertising, and, for the most part, a parity product — how does a self described “little guy” stand out?
In working with Baywest through a Discovery Process, Commotion uncovered a pre-existing but crucial competitive edge that would become not just the basis of marketing campaigns but the very brand essence of the company itself.Baywest enabled customers to make personalized and even structural changes to their floorplans, a radical difference from larger volume competitors who advertised “customization” but delivered limited or pre-packaged selections. When the CEO remarked, “we’re not afraid of the red pen” — it was a Eureka moment.This distinct benefit was distilled down to the simple icon of a LARGE RED PEN, the instantly-recognizeable symbol of “editing,” communicating to customers the power and freedom was literally in their hands. A customer profile was created that targeted more selective, choosy, “picky” clients who wanted to get things just right, rather than settle.
“What will you do with YOUR Red Pen?” challenged audiences to pick up their red pens (only at Baywest) and make changes, in ways that would make it difficult for competitors to match. It was something so simple, but became a radically effective way to cut through the clutter and instill a definable brand reputation for Baywest as creative, flexible, and client-oriented.
The billboards, radio, print, and other means of marketing which initially featured a large Red Pen with no reference to homes or lifestyle photos was a drastic a departure from traditional home industry marketing traditions.
Within one year of Commotion delivering new positioning strategies, brand, and marketing creative Baywest Homes achieved “2006 Marketing Campaign of the Year” with the “Power of the Red Pen Campaign” and within two years, doubled the volume of houses built.For the last three years, Baywest has been a finalist for “Builder of the Year,” as well as for “Marketing Campaign of the Year,” for Commotion’s re-interpretation of the Red Pen message (“Unique Snowflake” campaign and “End Home Dissatisfaction Disorder (H.D.D.) campaign.)Years later, the brand and strategy are still being implemented, expanded upon and have given direction to marketing, programs, design ideas, internal culture, and helped establish Baywest as a Top Builder with a brand name that customers and community developers know throughout Calgary. Baywest moved into the Top 20 Builders List in Calgary, and in 2008 was recognized as Builder #3 in overall customer satisfaction scoring by J.D. Powers.Commotion’s annual work with Baywest for seven years included yearly marketing plan and media allocation consulting, campaign creation, design and direction of web, print, radio, outdoor, TV, sales collaterals and environments — almost all of which have been recognized by individual media awards or nominations.In 2010/2011 Commotion created Baywest’s new award-winning website and participated in the creation and transition to Baywest’s new logo and brand identity.
“I have partnered with Commotion Media Group for the better part of seven years. The length of this continued partnership is testament to the success we have had under the work of Kirsten and Devon Bolton.It has been a pleasure to work with this self proclaimed “un-agency” who not only understands our brand but added value through proactive strategic and creative insights. Commotion has enabled Baywest to cut through the clutter with unique and effective marketing. The teams’ responsiveness, implementation, and professionalism far exceed industry norms.
They were a critical strategic consulting partner in identifying and launching Baywest’s “Power of the Red Pen” ongoing brand program, which helped our business grow exponentially and garnered award winning creative recognition. Three of the past four years, these campaigns have landed Baywest in the in finalist position for “Campaign of the Year” at the CHBA SAM Awards.
I would recommend Commotion if your company is serious about developing high powered, effective brand strategy.”
– Ryan Hall, VP Marketing Baywest Homes
“If you haven’t heard the commercials about being able to take out your Sharpie and mark up
blueprints until they are a sea of red when building with Baywest, you’ve either been out of the
country for months or you don’t own a radio.”
– New Home Living Magazine, March 2007
“The Red Pen ads, and our enhanced marketing over the last years, have really added to the name recognition of Baywest Homes…. Baywest has grown very dramatically over the past three years from a company that built 75 homes a year to a company that will build in excess of 200 homes this year.”
– Glenn Fedoroshyn, President Baywest Homes
in New Home Living Magazine, March 2007
RUNNER UP “Marketing Campaign of the Year” — Baywest Homes (“H.D.D. Campaign”)
WINNER “Best Website” — Baywest Homes
Finalist “Best Brochure” — Baywest Homes
2009 Calgary SAM Awards
WINNER “Best Moving Media” — Baywest Homes (for the community “Ki”)
WINNER “Best Brochure” — Baywest Homes (for the community “Ki”)
2008 Calgary SAM Awards
Finalist “Marketing Campaign of the Year” — Baywest Homes (“Unique Snowflake”)
Finalist Best Billboard/Transit — Baywest Homes
Finalist Best Radio — Baywest Homes
Finalist Best Print Ad — Baywest Homes
2007 SAM Awards
WINNER Best Radio x 2 — Baywest Homes
Finalist Best Billboard — Baywest Homes
Finalist Best Moving Media x 3 (Commercials) — Baywest Homes
2006 SAM Awards
WINNER “Marketing Campaign of the Year” – Baywest Homes; The Red Pen
WINNER Best Radio — Baywest Homes
Finalist Best Billboard — Baywest Homes
Finalist Best Print Ad — Baywest Homes
Baywest Red Pen “Johnson” (1 x 30 sec; series of 3)
Baywest Red Pen “Bald Harold” (1 x 30 sec; series of 3)
Baywest HDD 1 (1 x :15 sec; in series of two)
Baywest HDD 2 (1 x :15 second, in series of two)