The Web Marketing Association is proud to present this 2022 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Military Online Video
The AIM initiative is dedicated to ensuring service members and their families enjoy high-quality, well-maintained homes during their time at Fort Belvoir. AIM, which stands for Anticipate • Inspect • Maintain, codifies and brings awareness to the thorough quality control measures that the housing community implements on every home.
The community faced reputation and occupancy challenges as the result of misinformation regarding the quality of their homes. Further, after speaking with prospective and existing residents, it became clear residents were simply unaware of the rigorous maintenance protocols and inspection processes each home underwent throughout its life cycle. Therefore, AIM takes control of the message by combating negative, false rumors by spreading positive, factual information.
The AIM initiative’s primary communication tool is this video in which the maintenance protocols and inspections processes are outlined. Featured prominently on the community website, it compellingly showcases the human side of AIM, namely the technicians that work diligently to make sure every home is safe and secure. The video is also sent alongside information provided at each touchpoint with a prospective resident throughout the leasing and move-in process. It has been shared on the community’s social media channels and presented at stakeholder and community meetings to favorable reception.
Contributors:
CRC COMPANIES
Location: United States