Eric S. Santini and his family have been developing residential communities in Tolland County for over 50 years. In 2001, construction began on Deer Valley Townhomes, which encompass 457 units and two clubhouses nestled on 50 acres of rolling hills in scenic Ellington, CT. Ryan Marketing is fortunate to have been working with the Santini family and the Deer Valley Townhome community since 2004.
“Ryan Marketing has been an integral contributor to my business over the past 20 years. Jen and the entire team at Ryan are a pleasure to work with and I look forward to collaborating with them on our marketing needs into the future.”
– Eric Santini, Jr.
Deer Valley North
A major expansion—virtually a doubling in size—started across Windermere Avenue in 2013. This property has a similar vibe to Deer Valley, but it offers 13 different floor plans, its own clubhouse, an outdoor seating area (with an awesome fireplace) and a putting green.
The challenge: how to visibly represent the newer property without losing the equity that was established in the existing brand.
The solution: change the color of the font (we introduced navy), alter the shape that appears behind the stag’s head, and reverse the directional positioning of the stag’s head. Success!
These are beautiful townhomes – truly luxurious – and the Santini’s are extremely attentive to their residents’ needs. The website relays the commitment to construction quality and the dedication that the staff delivers every day. These messages are transmitted through the lifestyle and architectural photographs that we have collected consistently, and those images shine on the site. In addition the site provides a lot of information in an intuitive and easy-to-navigate framework. Visitors like what they see, see what they need, and the rest is history.
When you build, own and operate properties in a small geographic area, in a rural setting, in New England, your neighbors know who you are. They know if you are true to your word, if you do the right thing, and if you are connected to the community. Fortunately, the Santini Family has an incredible reputation of being fair and honest business people and true towers in their community. Public relations provides the platform to put the property – and the folks behind it – on the map.
In addition to some paid placements in local print publications and on-air, our outreach has included applying for (and receiving) some worthy honors. The Santini sons have been recognized as “40(year olds) Under 40”, the Santini’s have won family business accolades, Hobi awards and they were touted as “Everyday Heroes” by our local CBS affiliate for supporting local businesses during COVID-19. You can bet that we made sure folks heard all about it!
Ellington was incorporated in 1786 and boasts a great location: Deer Valley is 15 miles from Hartford CT, 16 miles from Bradley International Airport and 23 miles from Springfield MA. The schools are excellent, the pace is relaxed, and yet no one seems to know about it.
Early in our tenure, we coordinated and designed graphics for billboards, print ad campaigns and radio spots to drive traffic to Deer Valley. Occupancy became a non-challenge as units were placed on contract before they were completed, and we were able to redirect our communication strategy and deliverables. Today we strive to consistently create – and maintain – a buzz on social media and work to engage with residents and prospective future tenants.
Keeping the families who reside at Deer Valley aware of upcoming events and ‘in the know’ is important, and our email blasts have incredible open rates and responses. We constantly update our database to ensure that our list is current, and we deliver relevant information in a timely manner. The residents appreciate it, and everyone stays connected. Who doesn’t love that?