Big Partnership case study
Our task was to re-launch luxury housebuilder, Manor Kingdom, after a period in the media wilderness following a change of ownership, and to reach relevant market sectors quickly and effectively with information about the brand.
2. The Challenge
Manor Kingdom homes are not mass-market. The company specialises in luxury conversions and new-build homes, which sell at a premium because of superior style and finish (top of range homes cost £1m+)
The challenge was to communicate to potential buyers the added value differential in the locations / design and finish of a Manor Kingdom home and to drive enquiries / footfall to the sales offices.
The Manor Kingdom brand is not new so the new owners had concerns about aspects of the inherited reputation. The overall quality of the offering had to come across loud and clear.
3. Planning and Research
Initial informal research was conducted among relevant property journalists and media, which suggested there were no significant barriers to re-launching the brand.
The strategy, agreed with the client, was to closely co-ordinate PR activity with sales, advertising and construction schedules to obtain maximum impact within a short period (6-months) to re-establish awareness of brand values among target audiences.
We worked very closely with the Manor Kingdom sales director and third party advertising agency.
Target audiences were identified by social group within key geographic locations near to seven Manor Kingdom construction sites in Scotland.
The campaign depended on obtaining significant, positive coverage in mainstream property media (newspapers, magazines and supplements) and on raising awareness among targeted local communities.
This was achieved through;
- Arranging 1;1 accompanied media visits to MK sites
- Submitting well drafted editorial and advertorial to relevant media, both locally and nationally
- Hosting themed community / media events to showcase new product offerings eg. showhome launches.
- Developing appropriate corporate gift packs including information and items appropriate to the brand for visitors to these events
- Identifying opportunities for corporate sponsorship of community events
- Preparing competition entries to enhance the MK brand among its peers
While taking care to protect the integrity of Manor Kingdom’s brand values, we ensured maximum market penetration and awareness by targeting all relevant sectors of the media.
We also made sure that local angles were provided for an extensive range of local titles and community newsletters.
Scottish property press: was targeted with comprehensive features on Manor Kingdom’s range of developments; stressing the differences in location but similarities in quality of lifestyle afforded by an Manor Kingdom home.
Individual developments were also promoted through relevant specific features such as The Herald’s ‘Waterside Living’ and the Scotsman’s ‘Cityliving’.
Together these activities, backed by excellent commissioned photography, ensured that the profile of the brand was underpinned and that specific products were viewed by the right parties.
Residential property titles: Manor Kingdom was successfully promoted for use in general property features such as ‘Sales Advisor of the Season’ and ‘Showhome of the Month’.
National lifestyle titles: To reach high net worth individuals, appropriate information and photography was provided to titles such as Tatler / Homes & Gardens / Scottish Field and Vogue, where future coverage is expected.
Imaginative lifestyle features: A small number of quality case studies (or ‘happy buyers’) was produced of Manor Kingdom homeowners and successfully placed in key domestic property titles.
Local press: Previous corporate reluctance to engage with local media was reversed, and Manor kingdom made accessible with regards to any planning or local interest stories.
Events; Two lavish showhome launches were held for upwards of 60 guests and local dignitaries. Brand values and luxury were underlined by the presence of a string quartet and jazz trio, respectively, and in the quality of food, beverages and gifts for guests, who were each given individual tours of MK’s opulent show homes.
Excluding costs of photography and events, results were achieved from a monthly PR retainer of £1.8k.
Some 58 separate, positive media cuttings in 15 separate publications were achieved during the period December 05 – June 06, with an estimated PR equivalent value of £208,288.
An estimated 1,144,900 people were reached through this campaign.
Sales and Marketing Director at Manor Kingdom, Lorna Hope, said, “PR has played a large part in our marketing activity over the last six months and we’ve been delighted with the reception gained both within the media, and the local communities in which we have developments.
“The varied activities of our PR team have really helped raise our profile where it counts.”
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