MARKETING & ADVERTISING
PRESS ADVERTISING:
The key to the success of the new advertising strategy for the Roche Group was that the public got to see the personal side of the company. They are a family business who pride themselves on making sure every house they sell has been thoroughly checked and not only reaches regulation standards but reaches the standards they would want if they were buying the house hence the strap line "We build every home like it's our own'.
Initially the long copy ads were frowned upon by many in the business, simply because it had never been tried before. The idea was stuck with and to great success, the main reason was that the reader was getting all the information in the ad that they needed. With the market being unsteady, reassurance was exactly what the customers needed. These campaigns have been a great success, each week the ad has shown key benefits and features of Roche Group property, however keeping the formula the same means the ads are instantly recognisable.
WELCOME PACK:
When someone buys a Roche Group home they are given a welcome pack. Currently many developers give the mandatory folder with the standard information about their property. The Roche Group welcome pack provides this and more, in a more personal manner. The book is designed in the style of a story book, describing the benefits of Roche Group properties, what extra benefits you get more importantly why the home owners are better in a Roche Group home.
DETAILS
CLIENT:
Roche Group
INFO:
The Roche Group is a major property developer in the mid west. With the public getting increasingly unsure about the housing market they needed a campaign to help them sell more houses in a changing economic environment. Over the last six months, their marketing strategy has been realigned and the way they advertise in the local and national media has been completely changed. Other jobs were to re-designed their promotional literature and create a series of conversion brochures and welcome packs for potential customers and new home buyers.