Challenge
Strengthen a national builder’s market presence and create local engagement.
Back to the Future | The GO Archives — 04
Ryland
Homes.
From a national account win to a home giveaway that captured Houston’s attention.
The assignment / At a glance
GO’s Role
National advertising assignment and a later Houston home-giveaway promotion.
Idea
Use partnerships to give people a reason to participate.
Execution
A 2006 promotion with the Houston Astros, IKEA, and Shadow Creek Ranch.
Results & Evidence
More than 30,000 registrations, as reported in the GO project history; original account announcement and campaign ad appear below.
Relevance Today
National positioning gains power through meaningful local participation.
1996 / The national account
A national brand.
A new assignment.
In 1996, Goswick & Associates won the Ryland Homes national account after a review of 32 agencies. Ryland was one of America’s largest homebuilders, but had been through a difficult financial period. Our assignment was to help strengthen its market presence as the company worked through a broader turnaround.
2006 / Houston home giveaway
Partnerships gave
people a reason
to participate.
A decade later, that work included a yearlong Houston promotion with the Houston Astros, IKEA and Shadow Creek Ranch. The prize: a Ryland-built IKEA show home. The campaign drew more than 30,000 registrations.
The lesson for the future
National strength.
Local connection.
A strong national brand comes to life locally through partnerships that give people a reason to participate.
Ryland later joined Standard Pacific to form CalAtlantic; CalAtlantic subsequently became part of Lennar. We’re proud that our work was one contribution to Ryland’s longer story.
Let’s GO make an impact
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