SUMMERHILL
OUR ROLE
Content
Photography
Video
Social Media
Beginning in 2017, our team was in charge of the Summerhill social content for over 3-years. In 2019, we grew the account organically by 4,000 followers, an 843% change with minimal ad-spend. Our work created over 1.2 million impressions and over 50,000 engagements in 2019.
In 2017, Carter in partnership with K. King & Co. and Healey Weatherholtz Properties purchased Turner Field. Their included plans an $800-million-plus venture to redevelop over 35-acres into a mixed-use neighborhood including multifamily housing, specialty retail, restaurants, and more. Soon after the purchase of Turner Field Carter hired our team in mid-2017 as an in-house agency to provide brand strategy, content creation, social media consulting, and management.
At the cornerstone of the Summerhill marketing strategy, was a social media campaign focused on organic growth and connecting with the community. It was essential that existing neighborhoods were informed of the project updates in a sincere and engaging way. Additionally, our team embraced the responsibility of introducing new Summerhill tenants, many who were small business owners taking an enormous leap into brick and mortar shops from smaller operations.
The photography and videography teams have created a wealth of content that includes: Before and After Renovations, Event Coverage, Tenant Profiles, Conceptual videos and images, and Social Media Content.
When we first took over the project it was completely bare bones. The vacant storefronts along Georgia Avenue were undergoing major renovations to bring back life to long dilapidated structures. The entire development was a construction site and new businesses would take over a year before opening their doors.
It was paramount that our team develop an authentic voice that celebrated the resilience of the neighborhood while sharing the vision to activate the streets and buildings of Summerhill. The first step in this process was to educate ourselves on the history and existing community. We partnered with Georgia State University historians to learn about the neighborhood origins and met with leaders from Organized Neighbors of Summerhill to get to know the people living in the community.
Our team worked to craft original content detailing the history of the neighborhood, documenting the remodeling and construction, and sharing the stories of new business owners moving into Summerhill. It was of the utmost importance that the team be thoughtful in capturing the existing culture and continue to weave stories of legacy residents into marketing campaigns.
RESULTS
JAN 2018 – JAN 2019
JAN 2018 – JAN 2019
Through clear communication and building relationships, our team has been successful in supporting the ongoing efforts of Carter’s redevelopment and its tenants. This resulted in a strong digital identity and organic social media growth. Summerhill is widely recognized as a food destination and a vibrant community in Atlanta.
CLIENT
Carter
SECTOR
Real Estate
DISCIPLINE
Content Creation
Social Media Strategy and Consulting
Campaign Design
Reporting and Analytics
SUMMERHILL DEVELOPMENT INFORMATION
Carter, in partnership with K. King & Co. and Healey Weatherholtz Properties, purchased Turner Field in January 2017. Their plans included redeveloping over 35-acres into a mixed-use neighborhood including corporate office uses, traditional multifamily apartments, specialty and neighborhood retail, and private student apartments.
As the redevelopment of existing neighborhoods across Atlanta continues to grow, so do the concerns of encroaching gentrification. The neighborhood of Summerhill was established in 1865 by freed slaves and home to a large population of Jewish immigrants. Though Summerhill thrived economically in the early 1900s it endured many obstacles in the latter half of the twentieth century due to redevelopments and Jim Crow laws.
In the nearly three years since launching the Summerhill development the project has created:
Redevelopment of 47,000 sf along Georgia Avenue, including existing retail and retail in new stand-alone buildings and creative/loft space
676-bed student housing project
100 for-sale townhomes
With future plans to bring:
82,000 sf grocery-anchored retail
306 multi-family apartment units with 8,575 sf of retail
Corporate build-to-suit office