Deanna Cope has been the director of marketing for OakLeaf Plantation for a year.
WHAT DOES SHE DO?
She directly oversees the planning and execution of all marketing initiatives, including advertising and public and community relations for OakLeaf Plantation and its developer, The Hutson Companies.
TELL ME WHAT’S GOING ON AT OAKLEAF?
“More than 1,300 contracts have been written on new homes in little more than a year, making OakLeaf the fastest-growing, fastest-selling community in northeast Florida. Of those 1,300, more than 600 have already closed. We are permitted for up to 11,000 dwelling units at OakLeaf Plantation. Most recently, The Hutson Companies has sold two multifamily parcels to Beazer Homes and OLK Development, a development partner of national builder Morrison Homes, on which 382 new town homes will be constructed. Construction has started in Plantation Oaks, phase two of OakLeaf, with five new subdivisions underway. From a commercial standpoint, parcels are being snapped up quickly by commercial real estate developers and ground has broken on OakLeaf’s second multimillion dollar Athletic Center. Construction is underway on the golf course, with completion anticipated in the fall of next year. From a lifestyle perspective, youth sports, including soccer, swimming and flag football are in full swing, as are monthly events and activities for residents.”
WHO’S BUILDING THERE?
Admiral Homes, Atlantic Builders, Beazer Homes, Coppenbarger Homes, Mercedes Homes, Morrison Homes, Panitz Signature Homes, Providence Homes, Richmond American Homes, Ryland Homes and Vestcor Communities.
PRICES?
Homes in OakLeaf Plantation range from the $110’s to the $500’s.
AMENITIES?
According to Cope, OakLeaf has a 30-acre, $6 million Athletic Center, which has a state-of-the-art water park including a Junior Olympic-size lap pool, a lagoon pool with spiral slide tower and a spray ground for children. The Center also includes tennis, basketball and sand volleyball courts, a comprehensive fitness facility, junior and regulation-size soccer fields and a clubhouse for resident functions. The second Athletic Center, which will be complete by the first quarter of next year, will feature comparable amenities, but will offer baseball fields in lieu of soccer and also the Jacksonville-area’s first dual-flume waterslide in a residential community. Also offered at OakLeaf are 15 miles of bicycle and walking paths and multiple neighborhood parks with pavilions and playgrounds.
TELL ME ABOUT THE MERCEDES GIVEAWAY THAT WON A LAUREL?
Cope was part of a team at The Hutson Companies who came up with the idea that won a Laurel Award from the Northeast Florida Builders Association’s Sales and Marketing Council.
“Historically, the fourth quarter of each year tends to slow down for the real estate industry as a whole as consumers prepare for the holidays and table their home buying decisions until after the first of the year. With a desire to maintain the same accelerated rate of sales during the fourth quarter of 2003 that had been realized during the previous months, we initiated an end of year sales push. We introduced an six-week Realtor promotion with a substantial prize package of a new Mercedes C240, valued at more than $33,000, a plasma television set and a Caribbean cruise. The more prospects a Realtor brought to OakLeaf during the six-week promotion, the greater their chances were for winning. The promotion was supported heavily through direct mail, print advertising in trade publications and public relations initiatives. The end results were substantially greater sales, an increase in exposure to OakLeaf plantation for area Realtors and of course three very happy winning Realtors.”
WHERE BEFORE OAKLEAF?
Prior to joining OakLeaf Plantation, she was the director of marketing for Vestcor Realty Management and the Calex Realty Group in Jacksonville. Other past experience includes a position as a senior advertising manager for two major commercial airlines, hotel and resort chains, a prestigious cosmetics corporation and residential real estate developments.
COLLEGE DEGREE?
She has a bachelor’s degree in communication with an emphasis in marketing and advertising from Florida State University.
WHY DID SHE GO INTO MARKETING?
“It has always appealed to me as an exciting industry because you are never doing the same thing twice and there are different challenges everyday. It’s a substantial job and there are a lot of hats you wear.”
HOW DID SHE GET THE JOB AT OAKLEAF?
“I was approached by a member of The Hutson Companies with whom I had enjoyed a professional relationship who expressed the need for a director of marketing.”
WHAT DO YOU LIKE ABOUT YOUR JOB?
“I enjoy the inherent challenges that come along with marketing a new community. It’s exhilarating to watch OakLeaf grow from a vision into a true community in every sense of the word.”
HOW HAS YOUR PAST EXPERIENCE HELPED YOU IN YOUR NEW POSITION?
“Past experience across a host of product categories enables me to bring a fresh perspective and innovative approach to marketing OakLeaf Plantation.”
PET PEEVES?
“Dishonesty and poor follow-up.”
LESSONS LEARNED?
“Doing the listening can be far more valuable than doing the speaking. As an outgoing person, I’m still trying to master this one.”
WHAT HAS HELPED YOU MOST TO GET YOU WHERE YOU ARE TODAY?
“The relentless pursuit of excellence in all endeavors has helped me most to get where I am today. An individual’s work is a direct reflection of that individual. I truly believe if you put forth nothing less than the best, you will be recognized accordingly.”
HOW DO YOU LIKE YOUR JOB?
“I love it. I’m blessed to be with a great company, wonderful development and wonderful people.”
PROFESSIONAL ASSOCIATIONS?
She is a member of the Northeast Florida Builder’s Association’s Sales and Marketing Council.
RESIDES?
“We built our home in OakLeaf Plantation. The commute is fantastic!”
CHURCH?
“My husband and I are involved with OakLeaf Christian Fellowship, one of two churches that have already been established within the development.”
FAMILY?
She is married to Brandon and they have a 16-month-old son, Evan.
FAVORITES?
Cope is a self-confessed reality TV addict. “If I thought I could take time away from my family and work, I would have auditioned for The Apprentice.” She cites “The Purpose Driven Life” by Rick Warren as a book she has read and recommends. When traveling, she enjoys New York City. “It’s where my roots, heart and family are. The people are wonderful, as are the sights, shopping, culture and restaurants.” When dining out she said Carrabbas Italian Grill is her favorite. “Hands down.”
- by Michele Newbern Gillis