Polinger Company won big at the 2019 Property Management Association Marketing and Advertising Excellence Awards on December 5. Based on creativity, innovation, advertising, and effectiveness, Polinger won in each of the seven categories it which it submitted.
Polinger’s new branding campaign which included the launch of new logos for its communities won for Best Marketing Campaign. The launch also included collateral material, stationery, and digital components. Best website went to Rollins Congressional Club, a clubhouse amenity for its Congressional Towers and Rollins Park communities. 2401 Pennsylvania Avenue Apartments won for best on-site signage. The banner signs conveyed the luxury community’s branding with the tagline “Elegant Apartment Living” on a sleek black and burgundy color scheme.
Two advertising campaigns took top honors with creative messaging. The Polinger Corporate “Color Campaign” let prospective renters know that they can personalize their apartment to match their lifestyle. Vibrantly painted rooms were shown with corresponding lifestyle photos to match. Polinger showed that if you have blue hair and want your dining room wall to match, they are willing to accommodate. The second winning entry announced to the residents of Highland House and Highland House West Apartment communities that pets were now welcome. By using photos of dogs in Groucho Marx-style glasses and the headline “No More Need For The Disguise” the playful campaign let everyone know that the communities are now pet-friendly.
Honorable mentions were awarded to two internal communication pieces. A “Budget Survival Kit” provided community managers with items to “survive” their annual budget planning sessions. Rubber bands to remember to be flexible, an eraser to remind them that everyone makes mistakes and a stress ball to relieve the angst were some of the included motivators in the kit. The second award went to the “Strive for 5” campaign that asked residents for on-line 5-star reviews. Attached to the card was a packet of star-shaped candy with a community-specific URL printed on it. The websites featured direct links to each community’s Apartment Ratings, Google, Facebook, and Yelp pages so residents can easily leave a great review.
“We love attending this event every year,” said Director of Marketing Kim Cueva. “It’s great to see to our peers and cheer each other on when we win.”