POA IDs 10 groups for target marketing
The Marketing Committee had a chance to look at Marketing Director John Walsh’s new plan to promote Bella Vista.
With the help of Susan Nuttall, a member of the committee, Walsh identified 10 separate groups that each will get slightly different information about the Property Owners Association, based on their interests.
The first two audiences are members of the POA who live here. They are divided by age with the older, tenured group who are more interested in golf and accessibility. The younger group has different interests including walking, biking and water sports.
Walsh and his staff communicate with both groups the same way, using brochures and flyers, electronic newsletters, the "Insights" newsletter that goes out in water bills, the "We R Bella Vista" magazine, social media and "Coffee and Questions" meetings.
The third audience, unimproved lot owners, want to know more about property values and the POA’s use of funds. They get information from the website and some get email newsletters, but they don’t get "Insights" or attend events. They do receive the magazine.
Walsh divided up prospective residents into three different categories: Retirees, young families, and recreational enthusiasts. For all three groups, the POA will reach them with the website, the POA’s Facebook page and city guide books. Young families coming into the area to work will need information about community and transportation options, as well as schools. Retirees will probably want to hear about the crime rate, the tax rate and health care. The group moving here for recreation will want information about the trail system, the lakes and the climate.
Golfers, both members and nonmembers, are looking for information on the courses including the prices, and tee-time availability. They will also want to hear about food and beverage. Walsh will reach them through the website, social media, newsletters and brochures.
Walsh wants to reach event planners and human resource directors to let them know about venues in the Village. He will use the web page, newsletters and some advertising in wedding guides.
Walsh told the committee that they need to think about how to reach real estate agents and what information they need when showing homes in Bella Vista.
The core message, Walsh said, is that Bella Vista is a 36,000-acre, member- based, recreational community with seven golf courses, seven stocked lakes, swimming pools, tennis courts, trails, parks, pavilions, recreation centers, a gun range, an RV park and many other amenities.