Allison Homes is a medium sized developer with housing developments in Lincolnshire, Rutland, Cambridgeshire, Devon, Somerset, Norfolk and Suffolk with ambitions of becoming a National House builder. Over the past four years we have worked with Allison Homes to help them better communicate to audiences and build databases.
Developing the brief
Our first job was to review target audience information – buying habits, gain anecdotal feedback from stakeholders insight and overlay this with industry and you.gov reports. This information helped us to create a brand pyramid and assemble a brief for our creative teams to develop a clear proposition, messaging audience pen portraits (personas) and brand visuals.
Throughout the process theories, messaging and creative was researched with core stakeholders, the internal team and selected customers.
Consistency is key
That’s how we approach consistency across channels and touchpoints. Armed with data and insight we set to work developing a new brand strategy for Allison Homes, we worked on the brand logo, colour palate and font, developed comprehensive guidelines covering application of the brand from small sizes like social media favicon to 3m signage and everything in between.
The guidelines covered language, do’s and don’ts to help users develop copy that was instantly recognisable. Rules for images covering film, photography and CGIs was also included.
Developing the right plan
Working alongside the marketing team, we helped to develop a lead generation focused strategy. A plan was developed to maximise reach in core target groups, it covered above and below the line media and included printed media, signage and large format print, outdoor, social media, creating core businesses and remarketing.
All content is brand and tone of voice consistent. We have developed a number of creative campaigns from proposition, messaging and supporting imagery developed to resonate with target audiences.
Alongside the paid social media campaigns. We provided full social media management services for Allison Homes, harnessing the power of good content we increased social media engagement by 62% in just one year. Content included verbal, static, film and animated posts. We also started to see active dialogue and sales from organic social media. Helping to demonstrate this media is an important part of the wider marketing and sales funnel.
The team at Adworks are a safe pair of hands and know how to get the job done, from branding to website, full signage and last minute requests, they have it covered.
Developing a website that is designed for the end user rather than stakeholders is key. Our team reviewed existing assets and competitor websites, presented their findings with core recommendations for the site map, navigation and taxonomy. Working closely with our content team to ensure client objectives were met.
Out of home
Signage and large format media have helped to build the brand and increase customer awareness. Our teams manage the process from site survey, design, and production to installation.