Smart brand refresh and lead generation campaign

Brand Positioning, Branding, Campaigns, Copywriting, Design, Digital, Social, Website

The SMART brand of Radian has been in the marketplace for the last few years but has not gained the brand awareness as hoped. The brand has a unique offering, backed by the strength of the Radian brand, but needs to communicate it’s proposition and key messages more effectively to the audience.

Of immediate concern was the launch of 113 SMART units in ‘Berry Court’ Bournemouth. This was the largest SMART launch to date and had only attracted approx. 200 leads. To make the launch successful, Radian needed to secure approx. 1400 leads.

Our objective was to raise the awareness of SMART as a brand in the private rent sector, but more urgently to promote and raise the awareness of Berry Court and to attract more leads ahead of the August 2018 launch.

  • Increase leads from 200 to 1400 +
  • Agree a lead generation marketing plan
  • Increase traffic to the SMART website
  • Increase phone calls to the sales team
  • Build a healthy database for continued SMART marketing and awareness
  • Generate footfall to the Berry Court marketing suite
  • Engage an audience on social media (?)
  • Generate attendance at launch and SMART events
  • Increase downloads of marketing literature and plans from the website
  • Raise the profile of the SMART brand and it’s offering

Brand refresh and campaign creation

 SMART as a brand was confusing, the tone of voice and messaging was inconsistent and not engaging so our first step was to give the brand a complete refresh. We refreshed the brand proposition, simplified their core messages and delivered a refreshed brand that their customers would understand. We then developed a brand and marketing campaign focused around SMART’s largest ever development, Berry Court. Bournemouth.
We planned and delivered a comprehensive through the line creative campaign that covered everything from site hoardings and sales collateral through to outdoor and press advertising, social media campaigns, PPC, SMS messaging, website audit and redesign. Our approach to the campaign was simplicity. Berry Court is situated in a perfect location and we built a lifestyle campaign around the benefits of living at Berry Court. With so many amenities nearby and an amazing landlord, why wouldn’t you want to rent here?

Results delivered

Since the start of campaign activity we’ve delivered:
  • 1589 Leads Generated to date. An increase of 303%
  • Produced over 210 viewings
  • Increase website traffic 1038%
  • Expressions of interest increased 3035%
  • 91 out of 112 properties let in 3 months

 

Smart brand refresh and lead generation campaign
Smart brand refresh and lead generation campaign
Smart brand refresh and lead generation campaign
Smart brand refresh and lead generation campaign
Smart brand refresh and lead generation campaign
Smart brand refresh and lead generation campaign
Smart brand refresh and lead generation campaign
Smart brand refresh and lead generation campaign
Smart brand refresh and lead generation campaign
Smart brand refresh and lead generation campaign
Smart brand refresh and lead generation campaign