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Onward is a 19-unit Townhome development project launched in 2020


Client:                       Cheviot Products

Location:                                      US & CA


The Challenge

Surrounded by a number of development projects within close proximity that offer standard design and amenity, Onward faced the challenge to differentiate itself among the fierce real estate market. 

What I Did

Market Research

To gain market information, Howell's first step was to conduct a situational analysis, including environment, company, competitor, and customer analysis. With the belief that satisfied consumers are the core of every successful product and campaign, I was tasked with building our customer persona, on which our marketing strategy would be developed.

With ONWARD's offerings being 3 or 4-bedroom townhomes, I identified our customer persona being "The Millenial New Family".


By conducting Secondary Research on websites, blog posts, social media forums, as well as primary research interviews, I was able to provide ONWARD's developer with a holistic view of the customer archetype they are aiming to target. 

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The Millenial New Family

The Result

Based on customer persona, Howell developed a detailed marketing strategy proposal that

impressed the developer.

Howell secured as the marketing partner for ONWARD

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