Bringing New Life to an Old Schoolhouse

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INDUSTRY:
Real Estate Development / Construction

SERVICES PROVIDED:
• Go-to-market strategy and messaging
• Campaign development and digital marketing
• Social media strategy and paid media
• PR and earned media outreach
• Event promotion and community engagement

• Radio and multicultural advertising
• Landing page design and automated email sequence
• Stakeholder coordination and strategic partnerships

Challenge

McPherson Development, a family‑owned firm rooted in Massachusetts, aimed to convert a long‑vacant Fall River school into 18 affordable homeownership units. With an application deadline and lottery looming, the real challenge wasn’t construction — it was communication: building awareness, trust, and urgency across multiple audiences quickly.

Solutions

Game 7 partnered with McPherson to design and execute a multi‑channel outreach strategy that informed, engaged, and converted prospective applicants and stakeholders. Key elements included:

  • Educating the public and key stakeholders on the project’s benefits
  • Driving awareness of the application process and deadlines
  • Building credibility through media coverage and community partnerships
  • Supporting events that allowed in-person connection and confidence
  • Converting interest into qualified applicants
Campaign Highlights — McPherson Development

Campaign Highlights

Campaign Highlight 1 of 6

Video That Told the Story

A cinematic highlight reel showcased the transformation, value, and vision of the Schoolhouse project — driving traffic across platforms and putting the St. Louis Schoolhouse on the map for first-time buyers across Fall River.

Watch the Full Video
Highlight reel still — Welcome to Fall River sign

Click to watch the cinematic highlight reel on YouTube

Campaign Highlight 2 of 6

Media That Built Credibility

Earned coverage from NBC 10 (WJAR) and local press validated the project's importance — especially around affordability and access for Fall River residents. Strategic media outreach put the Schoolhouse story in front of thousands of viewers and readers.

NBC 10 (WJAR) — televised feature segment on the St. Louis Schoolhouse conversion
Local print and digital outlets covering affordable homeownership in Fall River
Mayor Paul Coogan quoted on the significance of the project for the community
NBC 10 WJAR media coverage of the St. Louis Schoolhouse

NBC 10 (WJAR) — "Abandoned school building in Fall River to become affordable condo units," March 25, 2025

Campaign Highlight 3 of 6

Social That Drove Action

Paid and organic content campaigns kept the Schoolhouse top of feed — with bilingual outreach, real buyer testimonials, and support from realtors and local partners to maximize reach across every corner of the community.

Bilingual content in English and Portuguese to reach underserved audiences
Buyer testimonial posts building social proof and trust
Paid retargeting to drive application completions
Realtor and partner amplification to extend organic reach
Social post — Buy Your Dream Condo Social post — Why Rent When You Can Own Social post — Buyer testimonial Social post — Portuguese language ad Social post — First-Time Buyer opportunity Social post — Accessible Housing Units

A selection of paid and organic social posts across the campaign

Campaign Highlight 4 of 6

Email That Converted Interest

A smart, automated sequence guided prospective buyers from first click to completed application — answering FAQs, reinforcing urgency, and building trust at every step of the buyer journey.

Custom landing page with integrated lead capture form
Automated email nurture sequence with qualification criteria and FAQs
Clear calls-to-action driving buyers to apply at mcphersondev.com/apply
Mobile-optimized design to reach buyers wherever they browsed

View Landing Page
McPherson Development landing page — Why Rent When You Can Own McPherson Development landing page — What Do We Offer

Custom landing page and lead capture form — mcphersondev.com/apply-now

Campaign Highlight 5 of 6

Events That Built Trust

Open houses and info sessions gave potential buyers face time and confidence — supported by strategic coordination with realtors, housing agencies, and city leaders to ensure the right people were in the room.

Public open houses at the St. Louis Schoolhouse for prospective buyers
Info sessions coordinated with SEB Housing and local realtor partners
City leadership engagement — including Mayor Paul Coogan's office
Partner flyers distributed through community and agency channels

SEB Housing logo
City of Fall River Mayor's Office Local Realtors Community Agencies
Event flyer — Buy Your Dream Condo, prices start at $188,000 Event flyer — Why Rent When You Can Own

Event flyers created by the Game 7 team and distributed through partner channels

Campaign Highlight 6 of 6

Radio That Reached Everyone

Ads on Fun 107 and Portuguese-language WJFD 97.3 FM helped ensure no one missed the opportunity — especially underserved audiences who may not have been reached through digital channels alone.

Fun 107 — English-language broadcast reaching the broader Fall River metro area
WJFD 97.3 FM — Portuguese-language station serving Fall River's significant Portuguese-speaking community
Bilingual radio strategy ensured access for all potential first-time buyers regardless of primary language
Coordinated on-air mentions alongside paid spot placements for maximum saturation
Radio ad banner — Your Dream Home Awaits

Radio station digital banners supporting the Fun 107 and WJFD 97.3 FM ad campaigns

Results

The campaign drove measurable interest, community participation, and credibility for the project:

  • Hundreds of qualified inquiries captured through digital systems
  • Strong attendance at open houses and info sessions
  • Local media validation that boosted awareness early
  • Sustained brand visibility for McPherson Development as a values‑driven builder
  • Community amplification through partner networks

THE WINNING INSIGHT

This was more than a marketing campaign, it was a trust campaign. In communities where affordable housing efforts are often met with skepticism or confusion, we helped McPherson Development tell a clear, credible story that moved people to act.

Game 7 helped turn a vacant building into a sought-after address — and a mission into measurable success.

“Game 7 helped us bring this project to life — not just in bricks and mortar, but in the minds of the community. Their strategy, creativity, and partnership helped us go beyond just filling units — we built trust, awareness, and momentum for something that truly matters.”

Lucian McPherson, President, McPherson Development, McPherson Development