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Hot Springs Village

Marketing / Communications

We serve as partner to Hot Springs Village, a gated community spread across 26,000 acres in the beautiful Ouachita Mountains. We’ve helped tell their story to current and prospective property owners.

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The Situation:

The Hot Springs Village Property Owners Association, at the direction of the CEO and the Board of Directors, has been implementing a detailed Comprehensive Master Plan for the past three years that outlines key growth areas for The Village over the next 20-30 years.

Resident communications has been especially key in helping to launch the CMP and help residents understand and engage with the growth plan. For the past several years, the Ghidotti team has worked alongside the POA to help better communicate The Village’s expansion plans to residents and the outlying community of Hot Springs, the neighboring city that plays a large role in the Village’s success. The goal is to communicate details in a more strategic way, allowing audiences to truly connect with these plans and get excited for the booming future of Hot Springs Village.

The Strategy:

In order to lay the groundwork for a comprehensive communications plan, we led a full-day strategic planning assessment with Village leadership and Board of Directors members. This provided us with a good basis of research and goal-setting for us to develop a strategic plan for the community.

Strategies included resident relations to engage the current community and deliver growth plans consistently and in a controlled manner, and resident engagement featuring The Village’s premier lifestyle. We also used media relations to communicate with current and potential residents and the local community. Efforts positioned Hot Springs Village as being a transparent organization offering fun, engaging opportunities and a vibrant future.

Our content marketing and social media strategies were integral in carrying these messages, allowing us to feature shareable content showcasing the beauty of Arkansas and positioning The Village as a place with lots to do and see. We also spent time identifying strategic partnerships and organizations within and around the community that should, and can, be better aligned with Hot Springs Village goals.

The Results:

The Hot Springs Village public relations launch was a clear success and the majority of strategies and tactics are still in place today. Both the new CEO and the Hot Springs Village board have developed positive affinity and interest in the growth plan. Hot Springs Village has received ongoing media mentions statewide, including a prominent feature with Arkansas Parks & Tourism. This coverage has resulted in more than 50 percent more positive coverage than previous years, when articles focused more on the anxiety of the residents when it came to growth in HSV. Today, social media engagement and resident feedback shows loyalty and excitement from the community, resulting in a 23 percent increase in positive comments on The Village’s social portals from prior years.

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