DEVELOPING A PROPERTY COMMS STRATEGY WITH PIZZAZZ

SPACE HOMES

spacehomes.co.uk

Who they are

Space Homes is a private housing developer in Yorkshire.

12

WEEK PROGRAMME

20+

PEOPLE ENGAGED

100%

POSITIVE FEEDBACK

The project

Yorkshire Housing was struggling to understand whether its private sale arm Space Homes should remain part of its overall brand or be developed out further as a brand of its own. In addition to a report outlining the context for such a decision and providing a recommended approach, the firm needed a full communications strategy developing for Space Homes to implement based on the recommendations.

Objectives

  • - Produce a report with recommendations for the Space Homes approach.
  • - Deliver discovery research with stakeholders to build a knowledge base.
  • - Develop a full communications strategy and brand toolkit for Space Homes.

ACTIVE PROFILE COMBINED IN DEPTH RESEARCH AND ANALYSIS WITH AMAZING INSIGHTS AND CREATIVITY TO DEVELOP A BRAND THAT TRULY REFLECTS WHAT SPACE HOMES IS ALL ABOUT.

Sally Lynch • Head of Space Homes

The solution

We identified that an element of education about branding was required in order for the Yorkshire Housing stakeholders to fully understand the branding analysis and make informed decisions about our recommendations. As such, we began the report by outlining what constitutes a brand and the different ways in which brand architecture can be structured. Our analysis of the Yorkshire Housing and Space Homes delved into their branding situations, their market positions and their aspirations. We also carried out a detailed analysis of Space Homes’ closest competitors and collated expert insights and commentary about branding within the housing market. Subsequently, we provided a set of recommendations, including for the Space Homes brand to be developed further for the open-sale market.

After unanimous agreement about the recommendations within Yorkshire Housing and Space Homes, we moved onto developing a full communications strategy for Space Homes. This followed our own eight-step process and was based up on the overall objectives of the business, aligning the comms objectives accordingly. The strategy goes onto detail the buyer personas for Space Homes, outline new positioning, brand language and key messaging and present a new visual brand. Relevant marketing and PR channels were identified, a predictable sales funnel mapped out and a buyer journey framework developed. Additional recommendations were also made, including tactics, required technology and a campaign.

The result

The Space Homes communications strategy was presented to a group of stakeholders and received universal approval. It subsequently received an internal launch and a full external roll out.

Space Homes now benefits from its own clear and defined brand, as well as an effective comms approach grounded in detailed analysis and creative development.