A Former Army Base Finds New Life as a Destination for Coastal Living.
The Monterey County property that was once Fort Ord encompasses nearly 250 acres of the most scenic land on the Central Coast. UCP, Inc. engaged JStokes for branding and marketing for their 1,470 home mixed-use community of East Garrison master plan, one of five new communities planned for the property.
As this was the initial new home opportunity in the area to emerge after the recession, branding efforts focused on positioning the community as a desirable Monterey County destination. Two campaigns—one directed to a local first-time buyer audience and one directed to empty nesters in the greater Bay Area—delivered consistent sales.
A year after the community’s grand opening, the community is introducing a new product line and putting the finishing touches on two parks. With a clearly defined brand, the community is ready to take on competitive projects opening soon in other areas of the former Fort Ord.