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Profile: Withers Preserve is an amazing new 3,790-acre master-planned community that combines the New Urbanism principles of walkability, connectivity, smart transportation, quality architecture and urban design to offer optimum sustainability and the ideal quality of life. The master plan focuses on the natural beauty of the Myrtle Beach area through thoughtful planning and offers a wide range of residential choices. Additionally, Withers Preserve is within walking distance of a lively downtown at The Market Common and just minutes from coastal Carolina's favorite beaches and world-class golf courses.
Product: Single-family homes, urban townhomes, condominium residences, custom homes and estate home sites
Pricing: From the $200s to the $900s
Amenities: A superior location within walking distance of downtown at The Market Common and a bike ride away from beautiful beaches, extensive jogging and biking trails and community ballparks
Unique Challenges: Withers Preserve in Myrtle Beach is located on what was, for many years, a U.S. Air Force base. The branding challenge was to create an identity strong enough to (1) surpass the location's previous identity on a local and regional level and (2) establish global credibility for the developer, RWO Acquisitions (which had no previous real estate experience and no homes built). Furthermore, Myrtle Beach's long-standing reputation as a tourist destination needed to be repositioned as an appealing residential choice, with a wide range of products and prices targeted to the appropriate market for each. Cotton & Company's immensely successful Withers Preserve branding program—which highlighted the "green" aspects of the development—was instrumental in developing an affiliation marketing partnership with General Electric and RWO Acquisitions. Through our efforts, the developer took the stage with GE's Jeff Imelt as they rolled out the Ecoimagination brand at a press conference held at Universal Studios. Many more successes immediately followed, including an on-site interview with NBC's Today Show.
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