Axiom were tasked with developing the brand and project marketing for a new boutique land estate located in the competitive north-eastern corridor in Bennett Springs, Western Australia.
Nestled between the city and the Swan Valley, Bennett Quarter offers a unique urban sanctuary, a lifestyle that effortlessly combines urban convenience with suburban tranquility.
Brand Creation
Brand Strategy
Brand Positioning
Brand Naming
Brand Identity
Brand Communications
Marketing Strategy
Print Collateral
Website
Advertising – Digital
Content Marketing
Signage
Billboards
Site Hoarding
If you are launching during a hectic construction boom born of government COVID stimulus, a boutique estate needs to be positioned not just differently, but intelligently. It must be noticed above the mega-estates marketing $$ spent by the large multinational developers in this hyper competitive corridor and then resonate with the intended markets.
We undertook considerable research, reviewed competing estates and liaised closely with all stakeholders to ensure we clearly defined and understood the target markets and what will motivate them. These insights allowed us to uniquely position the estate in the market, appealing to our target audience and prompt engagement and action.
We developed estate naming that effectively leverages the location of Bennett Springs, and by adding the suffix ‘Quarter’ it supports the brand narrative we are creating to highlight the estate’s boutique attribute, thereby implying a premium, bespoke offering.
We then defined how the brand would look and feel – natural, authentic and sophisticated. We crafted a french provincial inspired logo, befitting of the estates proximity as a gateway to the gourmet delights of the Swan Valley. This was supported by a brand platform featuring custom illustrations, bright, natural colour palette and authentic photography all working in concert to create a compelling proposition.
A month prior to releasing Stage 1 pricing publicly, the sales campaign commenced with a typical ‘Registration of Interest’ strategy, a large double 6 m x 3 m site billboard, a website, digital advertising and a social media campaign focused on lead generation and brand awareness.
With only a modest media budget, we created two highly targeted campaigns. One campaign directed enquires from social media to the project website, the other utilised the Facebook enquiry form. We achieved over 230 registrations for just 31 lots in just 1 month, not a bad ratio! Those that registered their interest were provided project information through personalised Email Marketing and were provided the opportunity to purchase prior to the public sales release, resulting in immediate sales.
Following the release of pricing to priority list members, the campaign then shifted to a typical public sales campaign strategy, where strong sales enquiry has continued.
