2022 UDIA ExcellenceMarketingAwards
Covella Overview
Covella is a joint venture Greenfield project, delivered by AVID Property Group and Greenfields Development company. A naturally stunning address, Covella feels like a world away, yet offers everything you could need on the doorstep. Targeted to families who desire a healthy, active and welcoming community. There is a sense of tranquillity and neighbourly values.
Key Facts 153ha Boutique Greenfieldnative50haDevelopmentofbushland 1565 blocks 1/3 of Covella dedicated to green space 35km FutureBrisbanefromhome to 5,477 residents 5 leafOnlyEnviroDevelopmentAccreditation12minutestoSpringfieldLakes Covella 2022 UDIA Marketing Excellence Awards
competition in the catchment area and ensure its
builders and investors
Covella 2022 UDIA Marketing Excellence Awards SALES CENTRE OPEN 10am to 5pm daily 82 Pub Lane GREENBANK Phone 0437 110 383 Be part of a sporting community Enjoy an active healthy lifestyle ‘Land & home’ from $383,000 With plenty space for the entire family, the new master planned address Covella the ideal lifestyle choice. An active8 address connected by lush green bushland, playing fields and parks with walking & bike tracks, picnic shelters boardwalks Registered land up to 665m ready build on nbn ready Close to Woolworths and sports clubs Choose block. Choose design. It’s so easy! Registered land from Whilst care has been taken in the preparation this advertisement, the particulars are not to construed as containing any representation of the facts upon which any interested party entitled rely. All interested parties should make their own enquiries. Information contained correct the time of publication. 49389 VWO Covella Albert and Logan News FP Ad 262 380mm Appears: Thurs February 2019 WHERE FUTURE CHAMPIONS GROW COME HOME TO CREATING PLACESBegin your new home journey at covella.com.auACTUALPACKAGES TO BE ADDED EDEN 176 $382,853 Lot 154 Talbot Drive NEWPORT $440,600 Lot 164 Talbot Drive BOSTON Lot 95 19 Bignell Circuit CATARINA $418,615 Lot 164 Talbot Drive 46138 VWO Covella HP ad - 300px 600px 100kb Land now selling from $199,000 NATURAL. HABITAT. COME HOME TO COVELLA LAND $199,000FROM Pub Lane, covella.com.auGreenbankOASISFINDYOUR 49093 VWP Billboard - Ooh SITE: OQ-0077E Logan Motorway Tanah Merah 12.66 x 3.35 Artwork @ 10% VWO 44696 5950mm x2940mm Sign Railway Siding teviot Road, Greenbank Art 10%) September2017 PARKLANDCOVELLALIVING covella.com.au PUB LANE • GREENBANK
refresh
approach to marketing and strengthen the brand to
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Project History
Acquired in 2019 from Villa AVID saw the opportunity to the existing combat increasing future success. the time of acquisition, 189 blocks had been sold primarily to and an existing and feel was in circulation.
brand look
The marketing at the time focussed on short term digital campaigns with lead generation as the main objective.
Covella 2022 UDIA Marketing Excellence Awards Identify the Problem Two key challenges were identified: • A price point higher than the competition • A change in customer sentiment and lifestyle that took place during the height of the pandemic These challenges informed the decision to take a long-term view to build a brand based on community that would resonate emotionally with the market and reflect the values of both AVID and its customers, creating a powerful marketing advantage and justified a premium price.
Market Research A comprehensive process of exploration, research and review was undertaken to inform the brand strategy including: • Competitor site audits and reviews • Competitor positioning matrix • Sales data review and analysis to map enquiry locations • Roy Morgan Helix Personas and demographic profiles • City of Logan ABS Census Data • Logan ID data • REA Group data and Greenbank suburb profile • SWOT analysis • Interviews with sales consultants • Brand vision workshops with the whole team Covella 2022 UDIA Marketing Excellence Awards Majority of purchasers in Greenbank live within the Logan LGA. Communities within Ispwich LGA provide direct competition. LockyerSomersetValley Scenic IpswichMoretonRimBrisbaneBaySunshineCoastLogan RedlandCoastGold Minimum Target Buyer Ratio 30% 70% Owner Occupier Investor
EMOTIONALRATIONALPRODUCT FOCUSED CUSTOMER FOCUSED KALINA By Stockland The Springfield life YARRABILBA By Lendlease Big ideas built for tomorrow MIDDLETON PARK By CFMG Affordable living, perfectly positioned EDEN’S CROSSING By Peet Close to what matters SEQUANA By Villawood Live by the river CARVER’S REACH By Golden Gate A green boutique community HARVEST RISE By Intrapac Masterplanned village, close to amenity SPRINGFIELD RISE By Lendlease It’s all here ECCO RIPLEY By Sekisui Ripley’s town centre heart PROVIDENCE By Okeland Everything a town should be EVERLEIGH By Mirvac Where life takes shape RIVERTON By AVJennings A village like spirit COVELLA BETTERLIFESTYLE SELFNEIGHBOURHOODACTUALISATIONASPIRATIONALDREAMSCOMMUNITYPROXIMITYLOCATIONNEW TO AMENITY FLAGSTONE By Peet Future city PEBBLE CREEK By Orchard Nature, space & connectivity
This is where you can be yourself, relax, rejuvenate and feel a part of a community that warms the cockles of your heart. So much more than a house in a street, your home at Covella extends to the parks, reserves and trails that bring the outdoors in, that bring the community spirit in too. Hi WelcomeNeighbour.home to Covella.
Brand Manifesto
Welcome home to true neighbourhood living in a beautiful pocket wrapped in nature’s embrace. A place that restores balance in our lives, that brings back long lost and treasured old-fashioned homely values, in a contemporary new address.
Brand Strategy Based on this insight a set of brand pillars were established to set the benchmark for Covella and a brand pyramid to detail all the behavioural layers and influence the brand language and visual style. Covella 2022 UDIA Marketing Excellence Awards BRAND CUSTOMERESSENCEVALUE PROPOSITION EMOTIONALVALUEKEYARCHETYPESWORDSCORE BRANDBRANDFUNCTIONALREWARDSBENEFITSPILLARSVISION HeartfeltHome, HeartfeltanWeOutdoors,Natural,CommunitylivesthemwellbeingenhanceconnectionsMeaningfulthatresidents’senseofgreaterandenabletorebalancetheirinfavouroflifestylequality.Girl/GuyNextDoorCreatorLoverheart,Authentic,Active,Thoughtful,Welcome,Relaxed,Family,Neighbourhood,Fresh,Homely,Warmtharecommittedtonurturingandgrowinginspiringandrewardingplacethatliftsthehumanspiritandenhanceslives.connectiontoplaceandcommunity,senseof calm, sense of freedom and space, inspiring environment. Beautiful streetscapes, choice of neighbourhoods, extensive natural reserves, parklands, trails, play and fitness equipment, activation program, locational proximity. NATURE + NURTURE + CRAFTED + COMFORT Covella restores balance in our lives, bringing back long lost and treasured old-fashioned homely values, in a contemporary new address.
From the moment you arrive, sense of tranquillity and community envelops you, as stepping back in time to an age when life was simpler, calmer and more harmonious. Covella is place where old-fashioned homely values ring true. the of
Warms
A sight for sore eyes Brand Strategy Covella 2022 UDIA Marketing Excellence Awards
cockles
the heart
You could easily be forgiven for thinking that Covella is world away from anywhere but that is all part of its charm. With landscaped gardens and neighbourhood parks that blend seamlessly into the surrounding forest Covella provides magical sense of seclusion that embraces you from the very first day. In total, one third of Covella is dedicated to green space. That’s over fifty magnificent hectares all surrounded by untouched bushland and woodland to enjoy and explore.
Brand Strategy Covella 2022 UDIA Marketing Excellence Awards All the bells and whistles 17 Display Homes On Show *Terms and conditions apply. Land from $199,000just* Save a pretty penny Living on easy street Just a hop, skip and a jump Future home to 1,500 families Active zones & fitness stations A site for sore eyes It’s my cup of tea A naturalbeautifulsanctuary Only 12 minutes to Springfield Spreadwingsyour Birds of a feather flock together 50ha of bushland to explore Fun-filled parks and play areas It’s the bees knees All in a pickle Five EnviroDevelopmentleafAccredited Community market garden Best FinalistDevelopmentResidential2022 We’re over the moonNice as pie Display Village Off Pub Lane
Covella 2022 UDIA Marketing Excellence Awards
Brand Strategy
A brand strategy focussed on building a community that people want to be part of was created using nostalgia as a tool to bring the brand vision to life and to tell a compelling story. The new Covella branding brought a fresh twist to old values that are perhaps more relevant today than ever before and deeply resonated with the target market. Its unique tone and manner provided a welcome change to the stereotypical marketing language and generic stock imagery pushing for sales. This community-led strategy was then carried over into every customer touchpoint providing authenticity and a brand based on shared values and the creation of meaningful connections.
Covella 2022 UDIA Marketing Excellence Awards Implementation of Marketing Strategy StakeholderTechnologyEngagementLeadGenerationAwareness CommunityDevelopmentEngagementPR EventsPlacemakingandActivationsOrganicSocialMedia
• Our ongoing community engagement and activities to ensure communities flourish.
• Education and action internally and externally to make a collective difference and create places where people love to belong.
• We seek feedback to drive continuous customer experience improvement.
Customer-led
• We design the customer experience to not only meet, but exceed expectations.
• Collaborative design that brings together the philosophies of place visioning, activated communities and quality of lifestyle.
Demonstrated Connection to the Brand
• Encourage environmental awareness, education and engagement.
• We create a sustainable and inclusive environment for our team and our customers.
• Committed to leaving a legacy to future generations that we all can be proud of.
Future Focused
• Forward thinking allows us to create the vision and sense of place early.
• Work toward long term customer brand loyalty.
Community
• Enviro Development accreditation for all AVID communities.
• We are committed to growth and diversification to offer choice to our customers.
• We are in touch with future trends to deliver best practice outcomes.
• Balanced consideration of financial, economic social and environmental factors ensure best practice placemaking and home design outcomes.
• We generate social sustainability initiatives for customer personal wellbeing.
• A united passion to deliver places that bring people together.
• We proactively seek and adopt new technologies for the benefit of customers.
AVID is driven by a genuine passion for people. Our brand values are central to our brand promise. We created places where people love to Covella’sbelong.marketing approach is in complete alignment to AVID’s approach to building communities and leaving a legacy.
• Planning, combining skill sets and driving for success and leaving a legacy for the future.
• We design our developments with our customers futures in mind.
Covella 2022 UDIA Marketing Excellence Awards
• Develop insights and understanding into customer behaviour and needs.
Sustainability
Covella 2022 UDIA Marketing Excellence Awards
Brand Pillars
PersonableNURTUREneighbourhood living While a large project, Covella adopts the principles of neighbourhood living at a more personable scale. A collection of intimate neighbourhoods with a warm friendly air, supported by a community development program that brings people together as friends and neighbours.
ModernityCOMFORTmeetscountry comfort Covella melds the old-fashioned feeling of comfort, warmth, stability and safety with contemporary new home designs. It’s an address that evokes a feeling, where intuition says this is the sort of place where I feel comfortable… it feels real, wholesome and what home should be.
HandCRAFTEDcraftedwith pride and care Attention to detail flows through the veins of Covella, starting with the planning and carrying through to landscape design and maintenance. It’s a level of thoughtfulness that steps beyond just the aesthetics, to how outcomes make a positive difference to peoples lives.
WrappedNATUREaround nature’s embrace Beauty is woven throughout Covella, giving residents a strong connection to the natural habitats and landscaped streetscapes that define its physical character and provide its lungs. It’s an environment that uplifts the human spirit and encourages residents to get out and about.
Covella’s currently achieving pre-sales up to 11 months ahead of registration, averaging 25 sales/month. Increase in sales conversion from 3% in 2020 to 11% in 2021 for Sales office walk ins.
overReducemonths.ourfallrateby30%. 85%
Proof of Target Market Acceptance
Within 12 months, we’ve created a distinctive brand with strong sales and price growth: increase in sales in 2021 compared to 2020. Significant increase in enquiry from owner occupiers, regularly achieving over 250 new enquiries/month. 30% price growth in 12 of sales made to owner occupiers at end 2021.
50.4%
Covella 2022 UDIA Marketing Excellence Awards
Innovation • Bold new approach to messaging not seen by this market • Introduced an interactive touchscreen with custom built software • Full platform integration • Display Village Virtual Tours • AVID Engage Automated Lead Nurture program • Dynamic and responsive lead gen ad to ensure our marketing is always targeted Covella 2022 UDIA Marketing Excellence Awards #whatsyourstory#AVIDTogether Share life anecdoTes and Tales of advenTure wiTh friends, neighbours and loved ones, and reconnecT like never before. There are memories and stories waiting to be told with this fun, simple inspiring conversation game. Start with ‘Hi neighbour’ and let the conversation soar at Covella. #AVIDTogether THEREDISCOVERESSENCEOFCOMMUNITYATCOVELLA 13martins.com.auCopyright 2021 Martins Brand House Creative Studio7771_AVID Engage Banner_v4 CovellaLaunch Sensoreal Now Selling
Understanding of Market Channels To successfully implement the brand strategy, it was clear we had to go beyond paid social media to create deeper connections and truly reflect the brand’s desire to build a community. Other key channels included: An overhaul of onsite signage A refreshed Sales and Information Centre, purposely designed to feel homely and welcoming Testimonials Outdoor advertising PR opportunitiesMedia Sponsorship of local Soccer Club Onsite activations: fitness classes and social events A DevelopmentCommunitydedicatedOfficer National TV Covella 2022 UDIA Marketing Excellence Awards
Covella 2022 UDIA Marketing Excellence Awards Marketing Process • A customer-led approach rather than an end of sales funnel approach • Prioritising channels and platforms that help us to grow an engaged and trusting audience • A focus on the customer journey and selling the vision and lifestyle proposition within that journey • A shift in sales approach – with a focus on selling community rather than product • Every touchpoint become a brand building process • Increased conversion rates before selling on price points – customers now aspire to live at Covella
Covella 2022 UDIA Marketing Excellence Awards Monitoring and Evaluation of Campaign Success Achieved 30% price growth. REA cost per lead $64.08 (Jun22) down from $345 in July ‘19. Over 85% owner occupier buyersconditions.Marketprofile. Successful Long Table dinner event for new residents. Net promoter score & mystery shopping. FY22 monthly enquiry consistently over 250 per month. Jul 19 REA conversion rate was 1.57% – Achieved a 13.64 % conversion rate in Feb22. Generate buyer testimonials for word of mouth referrals. Increased sales rate for 4 sale per month to an average of 25 sales monthly. 70% of digital enquiry is completing an optional profiling page. Generate PR activity and earnt media so that the AVID and Covella brand is highly visible.
No matter where we come from or where we are going, we all want the same thing. We want to belong. It’s in our DNA. It’s part of what it is to be human. At AVID Property Group, we create neighbourhoods that bring people together and we turn these neighbourhoods into thriving, connected communities. avid.com.au
