With ambitious short - and long-term business objectives, Rawson Homes engaged Hardie Grant Media to produce and deliver on a content strategy. They wanted help to build their ‘always on’ brand and demonstrate that building a home with them doesn’t start when you sign on the dotted line.
Their goal is to be discovered (and useful) earlier in the process and to be there for every moment of the journey, from fuelling your home-building dreams, informing your decisions on interiors and styling, or lining up your finance.
Before we got stuck in, we had to ask questions around four key areas.
1. Their audience
What are the needs, preferences and motivations of their key target segments – first home buyers, upsizers, downsizers, knockdown rebuilders and investors? And what media environments – or moments – are most crucial in the purchase journey?
2. Building the brand and capturing leads
How do we raise awareness of Rawson Homes and use content to build credibility by demonstrating the brand is experienced, professional and relevant?
3. Enhancing the customer experience
How can we leverage content to nurture people through the various stages in the buying journey and ultimately encourage advocacy?
4. The challenge
How do we get people to believe that Rawson Homes understands them and gives them the control and comfort they need when building their dream home?
Our marketing solution
We created an integrated content marketing strategy that has an always evolving collection of insightful and inspiring content that attracts and retains their audience and motivates them to action. It supports every stage of the customer journey, nurturing them through to the exciting moment they receive the keys to their new Rawson Home.
“Rawson Homes have worked with the team at Hardie Grant for a number of years – dialling up our activity over the last 18 months as we set out to boost our content focus. Having personally worked with a number of agencies across the years (and across continents) I can truly say that the value we get from the HG group put them at the top of the list.
A team who show passion and enthusiasm for our business coupled together with access to a broad range of specialities and skills makes for a winning combination. A valuable, rewarding partnership with a great bunch of people!”
– Tanya Jepson, Senior Marketing Manager Rawson Homes
Rawson Homes’ integrated marketing strategy means all content is consistent and impactful.
This integrated approach comes to life across:
Web: SEO-optimised content and expert guides where we deep-dive into the topics that matter most when planning your dream home, and capture leads (vital first party data).
Email: an CRM program powered by 80+ targeted messages and a soon-to-be-launched email newsletter.
Social media: Strategic social content and media planning activity which has seen steady audience growth, lead generation and CPM well below benchmarks, with high reach and engagement.
Visual storytelling: through video, animation and photography that has helped garner new followers and generate a huge increase in engagement and participation.
Rawson Homes' social accounts have seen steady audience growth.
Delivering this multi-channel approach included services across our network, from all of our specialist agencies include Heads & Tales, SHERPA,
- Content strategy
- Content marketing
- Content planning and creation
- Social media publishing and media buying
- Video and illustration
- Graphic design
- Influencer marketing
- Community management
To find out how we can help your brand on their content led marketing journey drop me a line at email@example.com
Scott Elmslie, account director, Hardie Grant Media.
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