Springside: property branding

A completely integrated approach to property branding, marketing and customer engagement helped the joint venture of AMA, Grosvenor and RBS secure planning consent, win the support of locals and sell phase one 'off plan' in a property downturn.

Introduction

Working with AMA, Grosvenor and RBS from an early development stage, we helped the joint venture partners achieve planning permission and launch Edinburgh's largest mixed use development in a generation.

Objectives

• Establish Springside as a name and place in Edinburgh
• Give people a sense of who might live and work there
• Generate sales leads and attract businesses

Strategy

From the outset we advised placing the web at the centre of the communication strategy instead of spending all the budget on expensive and unmeasurable press and outdoor advertising.

Solution

Our integrated campaign created a sense of place, put Springside on the map, and started people thinking about a neighbourhood well before any buildings were complete.

All media was conceived to point people to the website where they were prompted to sign up to stay in touch. Ongoing permission-based digital marketing supported by Pay Per Click (PPC) and SEO has captured a database of leads that a sales agent would be delighted at.

Results

Against the most severe downturn in confidence in the property sector for 15 years, the first phase was released for sale on 2 February 2008, with one third of apartments selling 'off plan' on day one.