Four was appointed to work with Latimer, part of the Clarion Housing Group, as branding and marketing lead at its 300 home development in Ashford, Kent. Built within the Conningbrook Country Park, it is a popular family-oriented nature reserve featuring lakes, ponds, woodland and grassland.
Four was tasked with developing a distinctive and unique brand that appeals to the target audience, positions the site as a desirable place to live and sets the development apart from competitor sites. An integrated marketing campaign was then required with enough momentum to last the life of the sales cycle that will last multiple years and phases.
Planning and thinking
With a highly competitive local market, we had to clearly identify and communicate our USP: the Conningbrook Country Park setting. People were already attracted to the area for this natural asset, so our approach was to showcase the appeal of the outdoors, inviting people to make lakeside and country park living part of their everyday lifestyle.
From this concept, we created a brand name and identity around this USP, developing a logo inspired by the three lakes on site that became a recognisable graphic device and adopting a look and feel inspired by great UK outdoor brands.
Our marketing and media teams identified an integrated strategy based on research and experience to deliver the brand to key target audiences.
With ‘lakeside living’ at the forefront we rolled out the brand and integrated marketing strategy. A lifestyle film includes drone footage across the lakes and country park as well as the highlights of Ashford and the surrounding area, with edits added to include product once available. Our CGIs show the homes from the lake. The brand is incorporated into the on-site marketing suite and show homes, with the logo’s hexagon graphic device taking centre stage alongside symbols of the lifestyle on offer in the shape of oars, wellington boots and model sailing boats. A website, brochures, advertising campaign and other marketing collateral all follow the same approach. Events provide a reason to engage, mark development milestones and focus ongoing marketing activities.
Four produced a multi touchpoint campaign was produced combining local press, out of home, radio, digital and social, that first focused on an off-site sales launch in spring 2018, switching to the on-site launch of the development and its marketing suite in the summer of that year.
Adapting and learning
The brand has proved robust and timeless, and the marketing campaign engaging, adaptable and agile. As sales progressed and visitor and purchaser data was analysed throughout the campaign, we have adapted the strategy and campaign to maximise ROI. Phases one and two have proved a success, with residents now living at Conningbrook Lakes.
As work begins towards the third phase release, these learnings plus further analysis and refinements will shape the campaign to come.
To find out more about the development, watch our lifestyle video for Conningbrook Lakes here.