The business
Village Building Co. works across the full spectrum of property development, including land sales, house and land packages, apartments and mixed use developments.They currently have 13 developments in their portfolio in Brisbane, Sydney, Melbourne, Canberra, Coffs Harbour and Wollongong.
The Problem
After 28 years the company’s founder and CEO Bob Winnel decided to scale back his involvement and implement a succession plan with new CEO Travis Doherty taking the reins following a 12month transition. We were tasked with refreshing the brand and working with the newly appointed Sales and Marketing Director to transform the digital marketing approach to move with the times. A major objective of the work was to reposition the image of the company and increase sales leads and customers.
The Solution
This program started with a strategic review of the entire business sales and marketing process, then planning, restructuring and executing a new program. Marketing campaigns for developments often take a destination marketing approach to sell the benefits and features of the region and the emotional connection of family and place, so this was reflected in our recommendations and program rollout.
- Marketing health check
review of the company’s marketing program
- Marketing planning
developed 18 month marketing program for brand and retail marketing
- Brand strategy development
develop positioning for the brand and it’s new CEO
- Creative
design and refresh of existing brand assets.
- Campaigns
development of range of brands and campaigns for specific property developments
- SEO/SEM
plan and implement strategies to increase visibility of the brand and it’s developments
- Web development
website redevelopment and landing page solution for lead generation across all 13 developments with integration of existing CRM.
- Online Advertising
planning and execution
- Corporate marketing
production of range of content and material for shareholders including video, photography, online and print material.
- Media/PR
planning and implementation of media program with local Canberra outlets resulting in coverage on all major online, radio and TV channels.
