We integrated the communities on social networks as well by creating a single Facebook and Twitter account. We also added Pinterest and Instagram accounts, where Fair Lakes’ retailers can showcase seasonal and new merchandise and where content from A View from Fair Lakes may be cross-referenced.
The same approach was applied to the Fair Lakes’ online presence. Their archaic website was transformed into a colorful and dynamic home where shoppers, residents, and employees alike can receive information on community events, classifieds, store specials, job opportunities, and more.
Integration and interaction among Fair Lakes’ communities required thinking out of the box a bit. Further community-building was accomplished through the launch of various social clubs and sports leagues. We brought new life to existing programs by rebranding them and increasing their exposure beyond the Fair Lakes confines to reach the greater Northern Virginia community. The Fair Lakes community benefitted from a shared identity and consistent messaging, and ownership and management benefited from reduced costs, smother processes, and engaged customers and workers.