GARRETT GAZZETTE
INSIDE
HONORING OUR VETS
Volume 1 • Issue 3 • Oct. 25, 2019 • THEGARRETTCO.COM
BUILDING A
BRAND T A behind the scenes peek at how we brand a community
Here are several sketches from the brainstorming process to come up with a logo for the Southlands project.
he American Marketing Association defines a brand as “A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers”. A common misconception is that branding is simply thinking of a clever name and color palette. Not so! The marketing and communications team members spend countless hours creating brand content and messaging for an array of “audiences”. These include investors, peers, subcontractors, landowners, banks, new hires, existing team members, and of course, our residents (the reason why we are a business!). The Apartment Project Brand When it comes to establishing a singular brand identity for each residential community, our goal is to be intentional, stand out from our peers, and communicate the perfect message for our residents. This brand must make a memorable impression on residents, be thoughtfully related to its locations, and ultimately be recognizable as a Garrett Companies community. All brand designs eventually inherit peoples’ perceptions of the project, and ultimately represent the community, its reputation, and staff customer service. Our branding efforts work in unison with, and are reinforced by, our property staff to create customer loyalty, connect us to our audience, and motivate people to choose our communities over those of our competitors. Research, Brand, Refine, Repeat. Creating a new brand is a complicated process that takes a bit more time than flipping through a dictionary, finding a cool word, and then adding something like “at Cornerstar” (…like we may have done with “Caliber at Cornerstar”). The marketing team puts serious thought into the identity of each and every community. The team starts by looking at the demographics of the market area, our competitor’s offerings, and other data sources to best identify our potential residents. From there the team starts brainstorming ideas for the
STORY CONTINUES ON BACK PAGE
LIFE EVENTS
NEW PUPS
Lucy Owner: Sierra Hughes Breed: Boxer/ Border collie mix Favorite activity: Wrestling with her big sister Koda who you may recognize from the comic strip ‘Koda’s A’ventures’
HONORING OU
HAPPY BIRTHDAY Oct. 16 – Megan G. Oct. 24 – Jackson B. Oct. 31 – Pete C. Nov. 2 – Matt S. Nov. 3 – Jim G. Nov. 5 – Mike A. Nov. 6 – Matt G.
Nov. 12 – Jordan R. Nov. 23 – Matt F. Nov. 23 – Rachel H. Nov. 25 – Aaron K. Dec. 5 – Mike Y. Dec. 10 – Soni L. Dec. 26 – Sierra H.
WORK ANNIVERSARY
Oct. 1 – Rachel M. – 4 years Oct. 6 – Matt G. – 5 years Oct. 16 – Matt A. – 2 years Oct. 22 – Jake M. – 1 year Oct. 23 – Jeremy J. – 4 years Nov. 8 – Jonathan B. – 3 years Nov. 8 – Kayla A. – 1 year Nov. 8 – Aaron R. – 1 year Nov. 13 – Angie A. – 2 years
NEWEY TUNES Lauren Newey, The Garrett Companies’ self-proclaimed music connoisseur, shares her top three songs to check out to should you be in the market for something Newey. 1. Dare by Gorillaz 2. Kiara by Bonobo 3. Vibyl by STS9
YOUR CORNER
Project Superintendent Jarrod Pickel shared this photo from his wedding. He and his bride Hannah were married on August 10th. WANT TO BE FEATURED? Have some content you would like to be featured here? Maybe it’s a photo, a drawing, or an award winning chili recipe. Send it to Anna@thegarrettco.com and we might feature it here.
W
hen you think of a veteran some of the first words that may pop into your head are brave, strong, and courageous. While many veterans embody these traits, we know that our
colleagues are so much more than just a few adjectives. Our veterans at The Garrett Companies are powerful forces of inspiration with a drive for excellence and a tremendous amount of bravery and ingenuity. Each story leading our veterans to enlist is uniquely their own, with each one being just as inspirational and powerful as the other. There are few guarantees when enlisting to serve the country. There are many unknowns to face, such as where will you be sent? What will the mission be? What, or who will you encounter? However, learning about the powerful journeys of our Garrett veterans a few aspects are sure to be guaranteed. Enlisting is life-changing and transforms the kind of human being you are destined to become. The hardships endured while in service help you to discover not only the enormous capabilities one but a drive to work toward a greater purpose. That being said, we would like to commemorate and give thanks to our veterans and share more about their service.
Patrick McMahon Our vibrant construction project engineer, Patrick McMahon was a security forces member or in other words a police officer in the U.S. Air Force. Joining in 2004 and then medically retiring in 2010, McMahon was deployed to Iraq three times and achieved the prestigious rank of staff Sargent/ E-5. His deployments consisted of Camp Bucca from November 2005 to June 2006 where he was a driver/gunner in a convoy squad that ran convoys all over southern Iraq and into Kuwait. McMahon’s next deployment was Sather AB located at Baghdad International Airport from February 2007 to October 2008.
UR
He conducted base security and armory duties, where he then found out he and his wife were pregnant and he was fortunate enough to make it home for the birth! His final voluntary deployment to Iraq was from March 2008 to June 2008. This deployment to Southern Baghdad consisted of working with and training Iraqi police, combat patrols, serving warrants, making arrests, and gathering intelligence. This one-year deployment was cut short after four months due to injury, he then medically retired in 2010. “I am proud to be a vet because there is still nothing better than serving your country in my opinion”, McMahon said. “There are only a few other things that I take this seriously, my marriage, and my kids. There is nothing more important.” Cody Bledsoe Enlisting at the young age of 17 in 2010, our construction project engineer, Cody Bledsoe’s perseverance throughout his time in the military is incredibly admirable. He completed basic training, advanced individual training then went from the National Guard to active duty right out of high school. His first deployment as a com-
physically, he stayed in the Army for another year doing logistics operations and was honorably discharged in 2018. Bledsoe is proud to be a veteran. “I served with some pretty amazing people and got to experience some pretty incredible things”, Bledsoe said. “I was a part of something less than one percent of people do.” Jarrod Pickel Our veteran and construction superintendent, Jarrod Pickel was in the U.S. Navy from October 2006 to October 2010. He was stationed in Jacksonville, Florida with Patrol Squadron 45 as an aviation electrician. Pickel dedicated one and a half years to detention operations in Cuba. From November 2007 Cody Bledsoe submitted this photo from a training to December 2008, he was deployed to exercises in the North Sea in 2015. Guantanamo Bay with the Navy Expebat engineer was to Iraq in 2013 for a ditionary Guard Battalion as a guard in year. After this, Bledsoe attended Sap- the maximum-security detention facility where enemy combatants from Al per School and was later deployed to Qaeda and the Taliban were held. From Afghanistan in 2015 for 14 months. He June 2009 to December 2009 he was was on active duty as he came back to deployed to Kadena, Okinawa Japan the states and began training when he with Patrol Squadron 45 as an aviation had a damaging accident while repel- electrician, maintaining the P-3 Orion ling from a tower. Although inhibited STORY CONTINUES ON INSERT
STORY CONTINUED FROM COVER
WELCOME TO THE TEAM JACKSON BECKMAN Where were you born? Jasper, IN What is your favorite movie? The Longest Yard and The Dark Knight What is your favorite restaurant? I love to try new places and enjoy all food, so that’s a tough choice. I would have to pick between Destihl brewery in Bloomington-Normal, Illinois and The Schnitzelbank in Jasper, IN. Do you have any secret talents? I ate Bub’s Burger “The Big Ugly” in under 10 minutes. I used to be able to hold my breath underwater for 2 + minutes. What is one thing people don’t know about you? I don’t have a colon. Where is one place you would love to visit? Alaska and New Zealand
NIKKI CROSBY Where were you born? Cleveland, OH What is your favorite movie? The Wizard of Oz What is your favorite restaurant? Nada Do you have any secret talents? I make a mean chocolate cake. Greatest accomplishment (personal and professional)? I am a 5 year cancer survivor! What are you currently watching on Netflix? Tidying Up with Marie Kondo. Where is one place you would love to visit? Monaco What are you passionate about? Family first, following Jesus, and serving friends with intellectual disabilities. What three words would your friends use to describe you? Always laughing, & annoyingly positive.
BECKY MARKS Where were you born? Heidelberg, Germany What is your favorite movie? “Facing the Giants”, just a great feel good movie about overcoming challenges, who doesn’t love a movie like that! What is one obscure thing people don’t know about you? I’m kind of a Star Wars geek! What are your secret talents? I don’t know if it’s a talent, but I’m a pretty good cook. What is your favorite restaurant? I know this is weird but Hooters. They have the BEST chicken wings! Greatest accomplishment (personal and professional)? My greatest personal accomplishment to date is being married to my husband and best friend for 26 years, raising an amazing daughter who just got engaged and completing 3 marathons and currently training for my 4th. As for my greatest professional accomplishment, this one is a hard one as I don’t think I’ve done anything all that extraordinary, but if I had to name something it would have to be that in my 15 years of managing tax credit communities I’ve never failed an annual state audit. Where is one place you would love to visit? The Grand Canyon on horseback.
community’s identity. To give a bit of perspective, the team typically creates a list of 100+ identities before selecting “the one”. Step 1: Name After identifying our future residents, we then select a name for the property. The goal is to find a word that can speak to the potential residents, represent some aspect of the site’s physical features and history, be easy to spell, remember, say, and not be previously used by competition (or have any sort of negative connotation). We then investigate existing trademarks as well as domain availability. In short…it’s a rigorous checklist that must be completed for EVERY SINGLE PROPERTY! Step 2: Identity After we have a name, we create the identity. The identity is comprised of logo design, font choices, color, materials, reference photos, and other touchpoints that establish a personality and tone. At this stage, we also create a playbook of sorts that provides a guide to how we will communicate via the website and social media in terms visuals, content, and writing style. This tone is deliberately designed to attract and appeal to the target resident and help underscore the “experience” of living at the community. Step 2.5 (Expert Mode): Theming As part of that identity creation, some properties lend themselves to the creation of a theme. Theming is a bit like crafting a subtle story or a nod to historic elements that encompass the community. The goal is for the theme to be reflected throughout the community. Theme elements are connected to logos, print materials, building interior and exterior
colors and materials, marketing and social media campaigns, furniture, fixtures, and interior design elements. This story-driven identity helps our properties feel completely unique and adds an additional level of sophistication and recognition. Examples of this include; The Mezz, Fiddler’s Green in Centennial, Colorado, where we play up a subtle music theme given the site’s proximity to the well-known outdoor concert venue, Fiddler’s Green Amphitheater; The Zeb in Colorado Springs. Short for Zebulon, this project pays a tribute to Zebulon Pike, the namesake of Pikes Peak. Elements of this project reference the early American western expansion. Who does all of this stuff?! While primarily originating from the Communications Team – the addition of team members and departments has given us the potential to be true masters at this art! Research, Naming, Identity Creation: A Collaboration between Anna Murdock, Evan Backstrom, Lauren Newey and Matt Griffin. Theming: Evan Backstrom Interiors / Exteriors: Kate Sullivan (Director of Interior Design) Property Marketing Strategy and Execution: Nikki Crosby recently joined our Management Team as the Director of Marketing and Professional Development. Nikki is the brainpower that deploys, manages, and evolves all of the above. Nikki puts all of these efforts into action. Brand Mangement: Property Staff + YOU: Every interaction with our customers is a direct representation of our brands – and those interactions are what our residents remember the most!