CLIENT PROJECT OVERVIEW
- Off-the-plan campaign
- Organisation: Domain Hill Property Group
- Industry sector: Property Development and Real Estate
- Business type: B2C
- Business size: Small business
RAISING THE BAR BUILDS YOUR BRAND
Creating a standout campaign that challenged the traditional standards of project marketing and off-the-plan sales.
When the stunning St. Joseph development in Abbotsford was ready to hit the market, it was clear that standing out from a sea of competitors would be critical. In any inner-city location in Melbourne, the plethora of apartment-style accommodation offers a lot of choice and, with the development team at Domain Hill especially adamant that their unique offering of warehouses and townhouses that formed the St Joseph development not be overlooked, it was important that marketing was strategic and in-touch with the target market. It was necessary to properly sell the virtues and let the spotlight shine on the best possible benefits on offer. Another issue to face was the vibrancy of the market itself. While off-the-plan buyers typically had little issue with purchasing properties within the $600,000-$650,000 bracket as investors at the time, St Josephs’ appeal lay with owner-occupiers and the necessity to create a campaign to convince them to jump into an off-the-plan development where the price point was closer to the $1million mark. As one of Melbourne’s oldest schools, the original building held an important place in the heart of Abbotsford and overcoming the stigma of developing that historic site was something needed to be managed well. The challenge was to create a multi-faceted approach to the campaign, that appealed to prospective buyers of the homes, but also quietened any potential ill-feeling amongst nearby residents.
BEING BRAVE AND BOLD IS A MUST
Lifting the Domain Hill brand to dizzying new heights and cementing their place in history.
Communicating that what was being preserved and integrated as part of the new project was, in fact, the historic building from 1893, rather than the less significant additional buildings on the site was the first challenge to be tackled – something that was decided after extensive research into the thoughts and feelings of local business-owners and passionate residents. With all boundaries firmly understood, we determined the unique elements that had to be captured to differentiate the campaign. This was not a cookie-cutter apartment project, creating a campaign that purposefully avoided any reference to the word ‘apartment’ was also a key strategy. By involving the community and motivating them to become advocates for something that would add beauty and charm to their much-loved suburb, rather than detract from it, the sales results for St Joseph were impressive and, beyond that, and perhaps even more importantly, the bar was raised to dizzying new heights to further build the Domain Hill brand behind the project as one that is an uncompromising industry leader.
CREATING MEMORABLE EXPERIENCES
The property market is a competitive place but smart operators see that as an exciting challenge to overcome.
Project marketing is rarely about only the individual project. Every project should be considered a brand building exercise for both product and developer. Get it right and reputation moves in a positive direction. By understanding the entire experience each potential buyer has with both the project and the project team, you’ll understand how important it is to develop campaigns that create genuine connections, building a sustainable reputation and boosting the opportunity for future sales results. We crafted a campaign strategy that took potential buyers on a contrasting journey, blurring the lines between traditional and contemporary brand experiences. The project display suite was constructed onsite, within the walls of one of the primary classrooms of the school. Regular events were held within this space, ensuring an open forum for people to feel involved in the new St. Joseph journey, whether they were potential purchasers or not. Effective strategy is about analysis and from there, brand positioning is achieved through creative, meaningful messaging that connects across print, digital, content and every aspect of imagery, design and storytelling. There is no denying that the property market is a competitive place but smart operators see that as an exciting challenge to overcome, rather than an insurmountable hurdle.
COMPETENCIES AND SERVICES
- Brand Forecasting
- Brand Performance Audits
- Research and Trends Analysis
- Insights and Opportunities
- Go-To-Market Strategies
- Positioning
- Strategic Positioning
- Market and Audience Segmentation
- Competition Strategies
- Business Model Alignment
- Brand Architecture
- Communication Strategies
- Brand Design
- Corporate Identity and Design
- Brand Platform Models
- User Experience Strategies
- Design Rules and Systems
- Brand and Language Guidelines
- Brand Manuals and Portals
- Offline and Online Support
- Visual Identity
- Logo Development
- Photography and Art Direction
- Colours and Climate
- Typography and Formatting
- Imagery and Key Visual
- Infographics and Iconography
- Naming and Language
- Brand and Product Names
- Claims and Taglines
- Naming Systems
- Brand Voice and Tonality
- Messaging Strategies
- Brand Management
- Strategic Brand Planning
- Brand Marketing Programmes
- Design and Implementation
- Brand Performance Management
- Growth and Sustainability
- Implementation
- Implementation Planning
- Process and Rollout Workshops
- Supplier Preselection
- Production Consultation
- Material Research
- Internal Updates and Briefing
- Workflow Management
- Quality Control
- Brand Tracking and Review
- Identification
- Identification Workshops
- Workplace and Culture Audit
- Core and Peripheral Values
- Service Design
- Customer Journey Mapping
- Employee and Backstage Actions
- Technology Integration
- Operations and Processes
- Sales Support
- Case Studies and White Papers
- Fact Sheets and Information
- Catalogues and Product Literature
- Live and Recorded Webinars
- Proposals and Contract Material
- Invoices, Bills and Receipts
- Notices and Statements
- Employer Branding
- Employee Value Proposition
- Target Image Positioning
- Messaging Strategies
- Strategic Brand Planning
- Employer Marketing Programmes
- Recruiting Support
- Branded Environments
- Online Workplace Gazettes
- Employee Magazines
- Branded Books and Literature
- Internal Events
- Seminars and Conferences
- Awards and Recognition Events
- Workforce Summits
- Annual General Meetings
- Internal Adoption
- Vision and Mission Development
- Culture Model Development
- Operationalising the Brand
- Motivational Workshops
- Internal Engagement Practises
- Recognition Programmes
- Training
- Coaching Workshops
- Communication Strategies
- Behaviour and Alignment
- Brand and Culture Guidelines
- Operations Manuals and Portals
- Online and Offline Support
- Operations
- Brand Process Integration
- Operational Forms
- Questionnaires
- Certificates, Tickets and Passes
- Records and Checklists
- Operations Tracking and Review
- Consumer Mindset
- Consumer Profiling
- Insights and Segmentation
- Buyer Personas
- Association Framework
- Brand Marketing
- Marketing Programmes
- Channel Strategies
- Media Planning and Buying
- Content and Inbound Marketing
- Social Media Marketing
- Marketing Campaigns
- Brand and Activation Campaigns
- Analytics and Optimisation
- Event Marketing
- Roadshows and Tradeshows
- Showrooms and Displays
- Seminars and Conferences
- Exhibitions and Installations
- Advertising Media
- Booklets, Flyers and Handouts
- Billboards, Posters and Displays
- Merchandise and Wearables
- Blogs and Landing Pages
- Public Space Advertisements
- Display and Banner Advertisements
- Social Media Advertisements
- SMS and Email Advertisements
- Magazines and Newspapers
- Videos, Articles and Email Series
- Direct and Postal Mailers
- Reports, eBooks and Downloads
- Public Relations
- PR Communications
- Vision and Mission Statements
- Annual Reports
- Financial Communication
- Yearbooks and Magazines
- Digital Media
- Websites and Microsites
- Mobile Applications
- Responsive Prototypes
- Animation and Motion Design
- Brand and Product Videos
- Information Architecture
- Content Strategies
- Multi-Touch Environments
- Internal Platforms and Portals
- Print Media
- Stationery and Collateral
- Magazines and Newspapers
- Brochures, Books and Literature
- Packaging and Consumables
- Spatial Design
- Corporate Architecture
- Wayfinding and Navigation
- Headquarters and Spaces
- Retail and Store Design
- Shopfronts, Interiors and POS