New homes marketing and PR in the East of England

 

MPC was instructed by an international bank to develop a comprehensive PR programme that would repair and enhance the reputation of a site in their portfolio. 

 


Key services:


Objectives:

The site, which was a former air force base turned private housing and development opportunity, had a previous developer who had gone into administration, leaving the stalled project with a tarnished reputation. When the bank took over with the goal of letting and selling the housing and business space they struggled to communicate the change of ownership and ethos.

 

strategy:

MPC developed a campaign that sought to reposition the brand. This included extensive engagement, a restructuring of the sales website, a local advertising exercise using multiple media including radio, newspaper, signage and local stakeholder engagement. 

 

Result:

This resulted in a significant increase in traffic to the sales web pages, a doubling of calls to express interest in buying or letting a home and has seen occupation of the site rise from 35% to 65% in two months.