Creating a Seamless Project Marketing Strategy for Parc on Plymouth
In 2019, the recently established Haddin Property Group had a vision to create a premium boutique development in the heart of Ringwood and establish a reputation for quality and excellence. Named Parc on Plymouth, the project was situated in an exclusive enclave close to existing amenity and would feature picturesque tree-lined streets.
Referred to Haddin Group by a colleague, Judi Carr and the Property Republic team were engaged to deliver a range of project management, marketing and strategy services, including:
Work with the creative agency to develop the project brand and collateral
Write brochure and website copy
Develop a social media strategy
Coordinate photography shoot
Brief creative agency on all assets
Create social media, blog and email copy
Social media management, community management and reporting
Google ads
Create and maintain the project marketing budget
The overall objective was to establish a seamless approach to marketing and selling 17 blocks, ensuring the process was simple and timely.
To accomplish the objective, as well as increase the brand profile and credentials of Haddin Group, Property Republic recommended implementing a content strategy, driven by the development’s value proposition.
The Approach
Developing a marketing strategy involves a lot of moving parts, and Property Republic played an integral role in keeping the process simple, timely and cost-effective.
The process was broken down into three key phases, which each encompassed multiple activities. Together, this would form an efficient strategy.
Phase 1: Identifying the Value Proposition
To begin the strategic process, a workshop was conducted to identify the project’s value proposition. The findings from this workshop served as the linchpin for all brand communications to ensure consistency and transparency.
Phase 2: Refining the Brand Identity
We worked with the creative agency to develop the brand and all collateral, with Property Republic crafting all brochure and website copy. Property Republic also coordinated the photography shoot.
Phase 2: Nurturing Prospects with Content
Property Republic and Haddin Group understand that delivering educational and entertaining content is integral in maintaining interest. We kept the prospects engaged until a sales agent was appointed and the sales suite was installed on site by delivering valuable and informative communications on a regular basis.
The Property Republic team managed the content strategy end to end. The strategy encompassed:
Facebook and Instagram posts
Blogs
Email newsletters
Social media management and community management
Running and optimising Google ads
Weekly and monthly reporting
Account management that included fortnightly and monthly phone WIP
Property Republic also met with partners and and created and maintained the project marketing budget throughout the entire process.
The Results
Our work with Haddin Group’s Parc on Plymouth delivered the following results:
Preparation of all brand assets to increase Haddin Group’s, and in extension Parc on Plymouth’s, brand profile and credentials
Creation of a simple and seamless project marketing process while staying within budget
An engaged audience and database of prospects