Project:
Brand Re-Positioning Strategy, Direct Marketing Strategy, Creative and Production.
Client:
Century 21 Prestige Homes
The Objectives:
- - Increase awareness towards the launch of C21’s new Eastern Suburbs branch
- - Increase property listings and sales enquiries
- - Create an email marketing campaign that increases brand awareness and is aligned with offline communications
- - Create and maintain a user database for driving traffic and referrals for future activities
The Process:
- - Brand re-positioning strategy and launch
- - Campaign planning, development, and launch management
- - Database management, maintenance, and growth strategy
- - Creative and content development
- - Email, banner and landing page design and production
- - Deep-level reporting and analysis
- - Aligning offline strategy (mass direct print mail-out)
In Detail:
During the establishment of C21 Prestige Homes in Sydney's Eastern Suburbs, Platform were engaged to create, develop and implement a large-scale direct marketing campaign aimed towards residents in the precinct. Our online and offline direct marketing strategy played a significant role towards re-positioning the brand into one of Sydney's most competitive and toughest real-estate market.
The direct marketing concept carried a striking theme that used nostalgic and humorous images of award-winning agent and founder, Rod Smart. Supported by an authentic mix of memories and words, the campaign tells the story of Rod growing up as a child in Sydney's Eastern Suburbs and the happy moments in everyday life that stay with him today. The unique campaign served to attract and introduce people to the newly launched branch, by creating a story of authenticity, appeal, and integrity.
The Results:
- - Within a short period, property listings and sales enquiry levels increased
- - Rod Smart, (Founder of Sydney's Eastern Suburbs C21 Prestige Homes Division), was later awarded the best real estate agent in the precinct due to high levels of customer satisfaction
