Rawhiti Estate: Brand Development talking to the over 65s.
With the ageing New Zealand population, the retirement sector is competitive and that comes with a desire to create a competitive advantage that sits in line with the need of the customer.
The Rawhiti Estate brand development presented a unique opportunity to talk to an audience through unconventional media that drove high returns.
Selling off plans is never easy, especially when you are working with the older generation, so we had to explore how we used a refined media budget and digital technology to give us scale beyond traditional media. With the emerging ageing up of the Facebook audience, building a brand online was an early-stage strategic play to a previously untapped audience within social media.
Because the brand was unknown and we had a very tight geographic and demographic footprint of a 5km radius, we were able to utilise targeted print media supported by branded ads and content on Facebook to generate highly qualified leads. While not targeting the core customer through Facebook, it connected us with the family influencer, a son or daughter who were digitally comfortable. This is where consideration started.
This was supported by a show suite over looking the building site. The strategy enabled us to reduce marketing spend during the long build phase while generating leads valued at over $1m each.
We worked with the client to develop the brand marketing campaign that was delivered through press, specialist print, social media marketing, custom content marketing, website design and development, media management and lead generation.