Lake Nona Case Study

Challenge.

Lake Nona is a 7,000-acre, master-planned community in Central Florida with a lot going on—new homes, businesses, a science and technology hub and much more. They needed an idea that would be able to encompass everything and inform the general public of all the latest goings-on in this smart community.
Strategy.

Push created Nonaology—an integrated campaign with the feel of a college course. The largest piece of the campaign ended up being the website—the main reference resource for all things Nonaology. Print ads were structured as pop quizzes or informative articles with sidebars, charts and graphs. Outdoor boards featured common words with Nonaology-specific definitions.
Results.

LearnLakeNona.com was initially launched during the height of the real estate boom in August 2007. Although overall real estate sales soon after began to decline throughout the U.S., Push was able to keep Lake Nona’s Website traffic up throughout the following year. Even with the soured economy, the site experienced a 26 percent increase in Web traffic in 2008.

Lake Nona has seen several thousands of leads since the launch of the campaign, with the majority coming from the website and walk-ins due to general area awareness.

The “Nonaology” campaign messaging was positioned to intrigue its target audience, rather than just explain the community, with the ultimate goal of drawing more visitors to its website, LearnLakeNona.com.
Working with various print publications, we were able to bookmark the kick-off print ad for the campaign with 1 of 4 different Nonaology bookmarks.
A handy community map doubled as a quick reference guide to all things Nona.
Featured in Communication Arts, the brochure-like website includes a custom blog, an interactive community map, and motion-graphic quizzes. Visit learnlakenona.com
The sophisticated and information-rich site was designed to complement the Nonaology campaign. Various quiz's were placed through-out the site to engage users.
The interactive map on the site featured videos, stats and imagery of key landmarks in Lake Nona.
Outdoor elements pushed the learning aspect of the campaign even further by including words that had been redefined by Lake Nona.
Newspaper ads utilized the bottom sections of the front page on a recurring basis.
Quizzes were designed to help pique interest in the community. The quizzes could also be taken on the website, where results were tallied.

Push.