Client: Stonebridge Homes
Industry: Property Development
Background: Stonebridge Homes, a prominent housing development company in Yorkshire, is renowned for its award-winning collection of 2, 3, 4, and 5-bedroom homes. The company emphasises quality and community in its developments, using sophisticated branding with a luxurious gold and deep green palette. With a focus on continuous growth and engagement, Stonebridge Homes sought to enhance its digital presence, boost social media engagement, and develop comprehensive print materials to support marketing and communication efforts.
Social Media
To enhance social media engagement, a multifaceted approach was implemented for both Instagram and Facebook. For Instagram, the strategy included creating visually appealing and brand-consistent posts, developing a content calendar featuring a mix of property highlights, community events, and company updates, and utilising Instagram Stories and IGTV for behind-the-scenes content and virtual tours. Strategic use of hashtags and partnerships with local influencers further amplified reach. For Facebook, efforts focused on designing engaging posts tailored to the platform’s audience, promoting user-generated content and customer testimonials, and running targeted ad campaigns. As a result, Stonebridge Homes’ Instagram following doubled within five months, and Facebook followers increased by 20%, significantly broadening the online community and enhancing brand visibility.
Email Campaigns
The development of compelling email campaigns targeted both new and existing customers. Visually engaging email templates were designed in line with the brand’s aesthetic, creating a cohesive look and feel. Targeted campaigns were developed for different customer segments, incorporating interactive elements such as videos and virtual tours to enhance engagement. These efforts resulted in higher open and click-through rates, leading to increased customer interaction and the generation of more sales leads.
Recruitment Micro-Site
To support recruitment efforts, a dedicated micro-site was developed on the existing Stonebridge Homes website. This micro-site included engaging content such as CEO videos and department interviews, designed to provide comprehensive information in both static and dynamic forms. The site was user-friendly and mobile-optimised, ensuring a seamless experience for potential employees. Positive feedback from users highlighted the site’s effectiveness in enhancing engagement and supporting successful recruitment campaigns.
Print Materials
A wide variety of print materials were designed to support Stonebridge Homes’ marketing and communication strategies. Detailed brochures for site developments included site plans, floor plans, and local area information, enhanced with high-quality illustrations and images. COVID-19 back-to-work products were created to ensure safety and compliance, while various marketing materials for suites and charity events supported brand promotion and community engagement. These high-quality print materials effectively communicated the brand’s message and maintained a strong, consistent image across all platforms.
Online Advertisements
In boosting online advertisement engagement, the design of Right Move adverts played a crucial role. Eye-catching and informative adverts were created, utilising high-quality images and concise, persuasive copy. Various ad formats were A/B tested to identify the most effective designs, optimizing user engagement. This strategic approach led to a significant increase in engagement on Right Move adverts, contributing to higher inquiries and interest in Stonebridge Homes’ properties.
Conclusion
Working with Stonebridge Homes allowed for the application of a diverse skill set in both digital and print media. The strategic approach in social media management, online advertising, email campaigns, and recruitment efforts significantly enhanced the company’s presence and engagement. The carefully crafted print materials ensured that Stonebridge Homes maintained a strong, consistent brand image across all platforms. This comprehensive case study demonstrates the value of integrated marketing efforts in achieving substantial growth and engagement for a leading housing development company.