Creating a Seamless Project Marketing Strategy for Parc on Plymouth

In 2019, the recently established Haddin Property Group had a vision to create a premium boutique development in the heart of Ringwood and establish a reputation for quality and excellence. Named Parc on Plymouth, the project was situated in an exclusive enclave close to existing amenity and would feature picturesque tree-lined streets.  

Referred to Haddin Group by a colleague, Judi Carr and the Property Republic team were engaged to deliver a range of project management, marketing and strategy services, including: 

• Work with the creative agency to develop the project brand and collateral 

• Write brochure and website copy 

• Develop a social media strategy 

• Coordinate photography shoot 

• Brief creative agency on all assets 

• Create social media, blog and email copy  

• Social media management, community management and reporting 

• Google ads 

• Create and maintain the project marketing budget 

The overall objective was to establish a seamless approach to marketing and selling 17 blocks, ensuring the process was simple and timely.  

To accomplish the objective, as well as increase the brand profile and credentials of Haddin Group, Property Republic recommended implementing a content strategy, driven by the development’s value proposition.  

The Approach

Developing a marketing strategy involves a lot of moving parts, and Property Republic played an integral role in keeping the process simple, timely and cost-effective.  

The process was broken down into three key phases, which each encompassed multiple activities. Together, this would form an efficient strategy.  

Phase 1: Identifying the Value Proposition  

To begin the strategic process, a workshop was conducted to identify the project’s value proposition. The findings from this workshop served as the linchpin for all brand communications to ensure consistency and transparency.  

Phase 2: Refining the Brand Identity  

We worked with the creative agency to develop the brand and all collateral, with Property Republic crafting all brochure and website copy. Property Republic also coordinated the photography shoot.  

Phase 2: Nurturing Prospects with Content  

Property Republic and Haddin Group understand that delivering educational and entertaining content is integral in maintaining interest. We kept the prospects engaged until a sales agent was appointed and the sales suite was installed on site by delivering valuable and informative communications on a regular basis. 

The Property Republic team managed the content strategy end to end. The strategy encompassed: 

• Facebook and Instagram posts 

• Blogs 

• Email newsletters 

• Social media management and community management  

• Running and optimising Google ads  

• Weekly and monthly reporting  

• Account management that included fortnightly and monthly phone WIP 

Property Republic also met with partners and and created and maintained the project marketing budget throughout the entire process. 

The Results  

Our work with Haddin Group’s Parc on Plymouth delivered the following results:  

• Preparation of all brand assets to increase Haddin Group’s, and in extension Parc on Plymouth’s, brand profile and credentials 

• Creation of a simple and seamless project marketing process while staying within budget 

• An engaged audience and database of prospects