MARKETING AND ADVERTISING
The H-Files
Where can you find hilarious articles, the lowdown on hot spots in Philadelphia, and a dozen discount tickets to restaurants, sporting events, concerts, and more? All in one spot: The H-Files newsletter, a monthly publication of Historic Landmarks for Living, a Philadelphia-based real estate developer and manager.
A well-read community newsletter is a rare find. Historic Landmarks’ edgy publication caters to a diverse mix of residents and prospects, from the purple-haired, pierced punker to the buttoned-down banker across the hall, says Fred Lanver, Historic Landmark’s vice president of marketing and publisher of
The H-Files. The newsletter reaches 3,500 residents and prospects throughout the Philadelphia market.
Filled with resident and employee profiles, community news, and coupons, the newsletter helps draw prospects and retain current residents, he says. “It’s amazing how our community has blossomed,” says Lavner. “The newsletter really is the catalyst for creating the community.”
Residents eagerly await the newsletter’s popular April Fool’s issue, packed with sensational stories. This year’s April issue, dubbed “The National H-Filer,” featured Paris Hilton, “American Idol” star William Hung, Michael Jackson, and Elvis Presley hanging out at Historic Landmark properties.
To grab readers’ attention, issues are chock-full of contests. In February, lucky readers won a romantic weekend for two at the Four Seasons, a spa package for two, and other sweet treats for writing a special ode or sonnet about what they love best about living in a Landmark community.
“The H-Files has become a cult classic, while at the same time it has positioned Historic Landmarks as a unique brand and management company with a personality in the Philadelphia marketplace,” says Lavner.
–R. Azoff
The H-Files
Publisher: Historic Landmarks for Living; Headquarters: Philadelphia; Frequency: Monthly; Circulation: 3,500 to 4,000