Inspiring buyers in a turbulent market
Brand Engagement, Brand Development, Marketing Strategy, Photography, 3D Animation & CGI
Thakeham is a Fast Track 100 company, creating premium new properties throughout Surrey, Hampshire and Sussex.
Despite building a successful business, Thakeham’s existing brand was diluted across each campaign which was impacting sales.
We were chosen to refine the brand and ensure consistency across their printed materials and marketing. The relationship quickly strengthened – and Rooster became Thakeham’s multichannel marketing support partner.
Photography
Rooster carefully curated a storyboard for art directed photography. We planned interior and exterior photoshoots at two show homes, keeping in mind the need for digital and print imagery.
All photography was undertaken in a single day, to minimise the disruption to Thakeham’s viewing schedule. With art direction, every shot was crafted for a specific purpose.
The shots from the day were then carefully edited in our studio, to get them print and digital-ready.
CGI
We brought Thakeham’s homes to life, before a single brick was laid – with hyper-realistic CGI.
Each image had to capture the quality of a Thakeham home, to show potential homeowners what they’d be buying. Rooster created exceptionally detailed 3D models for each plot, as well as street scenes and site plans, for each development.
Thakeham commissioned 3D floor plans for each property. When combined with external CGIs, off-plan customers get an accurate representation of the home – and by including furniture in the floor plans, a sense of scale and space is achieved.
Our CGIs were used across marketing collateral – including on the website and in the brochures we designed. They were a key component in almost all sites selling predominantly off-plan, which was a major KPI for Thakeham.
Rooster created luxurious brochures to showcase Thakeham’s developments. Both design and print were considered in-depth, to achieve a high-end look and feel.
We chose textured paper with foiling for covers and a matte drop seal on the exterior, for a tactile and luxurious feel in the hand. Inner gloss pages gave images a bright clarity and made the brochure easy to flick through.
Our copywriters worked alongside the design team to craft effective, emotive wording. We even named several developments, after undertaking deep research into each area and customer type.
In combination with our emotive photography, each brochure reinforced Thakeham’s prestige and quality branding.
We created smaller, supplementary leaflets to aid sales – for Help to Buy and other incentive schemes – using the same luxurious Thakeham branding to present information simply and clearly.
Direct mail leaflets were created for each development, inspired by the tone of voice and imagery of the brochures. These leaflets were geared towards prompting customer contact and increasing off-plan sales.
Every physical element we designed was given texture and weight so that it felt as good in the hand as it looked to the eye.
Digital advertising
The same consistent tone of voice from the brochures was applied to all communications – including Facebook, SMS and PPC ads.
Rooster’s digital marketing team moved PPC activity away from broad, catch-all campaigns towards high-quality, qualified audiences. We created development specific campaigns, focusing on specific keywords with location modifiers.
Within just two months, we vastly improved CTR – by over 2,700% on previous activity. Conversions increased by 193% on the previous activity and CPA was slashed by 15%.
For Facebook, we implemented social content design, including slideshows built from existing collateral. Our laser-targeted strategy promoted show home and brochure launches, events and incentives – and built an enormous audience of active, engaged users.
Combined with SMS marketing, more people than ever before came to know and experience the Thakeham brand.
Our in-house development team built flexible, easy to use email templates that put Thakeham in full control of their email campaigns. These bespoke templates were designed with the same look and feel, for consistent branding at every touchpoint.
We also created a series of new email campaigns for a selection of their new developments, with carefully crafted copy and images, to kick start the emails for each development.