HAVE YOU MET
JAMES PENDLETON? MARKETING CAMPAIGN OF THE YEAR 2015
INTRODUCTION James Pendleton is an independent Estate Agent specialising in residential property for sale and to rent in London. We have ten offices in London covering Balham, Battersea (Northcote Road), Battersea Park, Brixton, Chelsea, Clapham Common, Clapham North, Clapham South, Earlsfield, Fulham, Lambeth, Nine Elms, Parsons Green, Putney, Southfields, Stockwell, Streatham, Tooting, Victoria, Wandsworth Common, Wandsworth Town and The Tonsleys as well as specialist Property Management, New Homes and Riverside offices. We also run distinct specialist International, Land, New Homes and Investment departments from our offices.
All of our prime offices are situated in attractive, accessible locations and we pride ourselves on our welcoming, customer focused and informative neighbourhood presence. Our multi-office marketing approach means that our clients benefit from increased exposure and convenience and our buyers and tenants are introduced to an extended property portfolio by a single point of contact, simplifying their search process. 2014/15 has seen the expansion of our International, Land, New Homes and Investments departments, the opening of a Battersea and Riverside office and the development of a specialised Short Lets department. Our website, rebuilt and redesigned last year, has flourished and developed over 2014/15.
JAMESPENDLETON.CO.UK
CONTENTS 01 Concept 02 Objectives 03 Creation 04 Implementation 05 Success
WE LIVE HERE
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01 CONCEPT We developed our ‘Have You Met…?’ marketing strategy based on the success and style of a previous campaign. The concept was to combine a simple message - that our service is of the highest quality and delivered by a skilled team - with welcoming, professional images and with clear calls-to-action. James Pendleton has expanded significantly over the past year, particularly with regard to services tailored to international investors. The campaign was developed to reach both residential and commercial clients, both seasoned investors and first time buyers. Our message is that we are a professional, knowledgeable, reliable and vibrant brand and that for us service is paramount.
JAMESPENDLETON.CO.UK
JAMESPENDLETON.CO.UK
02 OBJECTIVES Our goal in 2014/15 was to remind our clients in a clear and informative way that we are a personable yet professional brand, that we are expanding and that we have the expertise to deal effectively with their requirements. Our strength as an agency lies in the integrity, knowledge and professionalism of our team. Our digital presence is strong and there is an art to the work we do face-to-face. The 2014/2015 campaign was implemented via our recently developed website, on our media platforms, via our newsletters, through a content and PR strategy and through the production of outdoor advertisements on billboards, taxis, buses, network trains and underground stations. We also spread the campaign message through the production of Oyster card holders, sunglasses, umbrellas, t-shirts, bicycles and on the company’s fleet of liveried cars, as well as digitally via our website, social media platforms and email signatures. Website Our custom developed site allows images to feature prominently; artwork and clear supporting calls-toaction are accompanied by clear and concise text, easily navigable menus and functionality, rich content including images, videos, interactive maps and a dashboard on which visitors can save their favourite properties. The aim of the site is to make as many features of the property search as possible stress free. The prominent display of our artwork and its proximity throughout the site to contact forms and details complements the message of our campaign and the campaign artwork illustrates the aims of the site.
JAMESPENDLETON.CO.UK
JAMESPENDLETON.CO.UK
SEO-PPC strategy We developed our SEO-PPC strategy alongside the development of our website, allowing us to keep more detailed records of site interactions and activity on our mobile site. Part of the strategy was the implementation of retargeting, which means that anyone who has visited our site will be shown our advertisements when browsing later. Combined with a strong call to action this gives our clients a new incentive to call.
JAMESPENDLETON.CO.UK
Outdoor advertising As one of our primary aims was to trigger action - a telephone call, email or office visit - it seemed logical to display our artwork in areas where clients would naturally come across it. We have used billboard advertising extensively in the past and continued to do so this year; however as our audience now covers Greater London as well as South West London we chose to also make use of advertising space in the London transport network. Our ‘Have You Met…?’ campaign is currently displayed on buses and taxis throughout the Capital as well as in train stations. JAMESPENDLETON.CO.UK
JAMESPENDLETON.CO.UK
Social Media Our taxi and bus liveries were promoted on our Social Media platforms via a competition which offered prizes to those who spotted or ‘met’ Founder Directors Lee James and Lucy Pendleton while travelling through the city. The competition aimed to make even clearer the simplicity of connecting with us. We featured the competition and interacted with its winners on our feeds, through Facebook ads and through our newsletters. All our managers and offices have individual Instagram accounts, where on a regular basis they post images of new instructions which can be easily shared.
JAMESPENDLETON.CO.UK
Content and PR To accompany the campaign a content strategy was developed and implemented in-house which showed that our Directors and team not only have considerable property market expertise but are also more than happy to share and start conversations about current and wider market trends and issues. Content was shared on our website news section, via newsletters and via our blogs. Online and printed media was accompanied by an increased production of in-house informative content and property market analysis.
Our specific objectives when developing our 2014/15 “Have You Met…?” campaign were:
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To remind our clients that service is our number one priority
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To get clients to pick up the phone, ask questions and share their requirements with us through clear calls to action
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To make our services and ethos instantly clear
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To represent the human side of estate agency and to advocate the art of communication
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To remind our clients that as an independent estate agency we are able to provide a bespoke service with greater contact time and more flexible marketing than our competitors
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To create appeal directly to a wide audience while also resonating with specific target audiences including first time buyers, investors, landlords and tenants
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To create marketing materials which are professional yet fun and edgy
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To keep our message simple, allowing our service to speak for itself
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To show that we understand and empathise with the client experience during a sale, rent, let or purchase
HAVE YOU MET BROCHURES
JAMESPENDLETON.CO.UK
HAVE YOU MET BROCHURES
JAMESPENDLETON.CO.UK
CAR REBRANDING
03 CREATION The campaign was developed in-house and based on feedback from our clients. An analysis of our brand undertaken in 2013/14 revealed that the quality of our service stands out in a clear and measurable way to our clients. As such our new campaign needed to reflect the level and type of service we offer while reaching a varied client base. In depth consultation, professionalism and knowledge of the market are integral to our service and the message we concentrated on sharing was that our team capably take care of your investment needs in a personable, helpful, human way.
Our in-house design team developed a number of approaches and after meetings with Directors the final campaign was selected. The chosen artwork combines and updates elements of a prior campaign which effectively communicated our brand of friendly professionalism, bringing in the insights developed during last year’s marketing review.
Our in-house designers then finalised the artwork, which combines the instantly recognisable James Pendleton blue with a clear and elegant design and a brief summary of the services we offer. A clear call-to-action is prominent, reminding our clients that for us it’s important to connect.
JAMESPENDLETON.CO.UK
04 IMPLEMENTATION We continued to build quality relationships with esteemed publications and our content, opinion and artwork have this year been published in The Mail On Sunday, Property Drum and more. We have a strong partnership with both Rightmove and Zoopla and both platforms were key in disseminating the campaign. We promoted our artwork and properties extensively on both platforms with the result that one of our properties and vendors was featured early on in Zoopla’s ‘Zoopla-size’ campaign.
Land, New Homes and Investments Our investor-focused department continued to expand in 2014/15. Based on demand from investors and on the specific requirements of investor-focused agency marketing we developed a specialised landing page for investors featuring investor news and instant access to relevant properties and pages. Combined with targeted PPC and SEO development this page is a relevant, concise and up-to-date resource for investors.
JAMESPENDLETON.CO.UK
05 SUCCESS The impact of the campaign was and continues to be measured using the following tools: •
Client feedback
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In-house reporting on lead sources
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Reports on appraisal levels
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Measurement of click through rates on banners displayed on Rightmove, Zoopla and Primelocation as well as on our website and Social Media platforms
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Interaction levels on Social Media site
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Reports on property click through rates
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Reports on website traffic including to specific pages using Google Analytics
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Assessment of the success of our e-newsletters including links specifically connected to our ads using Mailchimp
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Measurement of Social Media engagement using Sprout Social
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Regular measurement of the impact of our PPC and Facebook ads
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Assessment of SEO performance using online SEO crawlers and assessment tools
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Increase in instructions for sales and lettings
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An increase in overall company revenue
JAMESPENDLETON.CO.UK