Dandara
Marketing strategy through to creative implementation for gh2o, a development built by property developer, Dandara
Marketing strategy, brand development, brochure design, signage design and installation, hoarding design and installation, sales and marketing suite design and installation, website development, event management, award submissions, advertising, online marketing, copywriting.
“Boxed Red Marketing consultants re-launched our new website taking search engine optimisation and customer usability into consideration and have increased relevant traffic by 25% meeting our initial briefing requirement, we will be using them again”
Peter Lackey, Managing Director, Dandara.
Challenge
gh2o is a stunning waterside development in Glasgow. It was a new development which needed to establish brand awareness and reach out to the 25-35 year old target market. There were many property developments that were fighting for this target market so this marketing strategy needed to stand out from the competition and really engage its target market.
Solution
Boxed Red Marketing consultants developed a full marketing strategy and were responsible for driving this integrated and holistic marketing strategy through to effective implementation.
The integrated marketing plan encompassed:-
- a new brand identity that correctly positioned the company in terms of location as well as the outstanding quality of the apartments
- luxury brochure design for both apartments and penthouses
- signage design and project management of installation
- sales and marketing suite design and project management of installation
- show apartment design and project management of installation
- website design and development (To see website click here)
- online marketing (PPC campaigns, banner advertising, SEO, e-mail campaigns)
- customer relationship management (loyalty schemes, recommend a friend, regular e-mail campaigns)
- full communications plan that detailed a creative and compelling love story to the media in the form of a "naughty-cal life in the city". A full photo shoot was briefed and commissioned to capture the stages of the romance and each week adverts were released to the media with the next instalment of the love story. Audiences were engaged through a competition driving visitors to the website to guess the ending of the love story. See the love story for yourself click here. Boxed Red recommend the media strategy, booked the adverts and creatively executed the advertising campaign
- events including press launches, open days etc
- award entries (winners of UK residential property awards, Daily Mail, The Herald, Scottish Home Awards)
Result
The most popular development in Scotland, outselling all of its competition by a massive 38%*.
*source – Savills research team