Peabody / Brand development / Campaign & Strategy

The brief

Focus were tasked to develop the brand and marketing strategy for St John’s Way, a new Peabody development opposite Clapham Junction Station.

This included design, creation and account management of all their marketing activities, from email marketing, to magazine advertising, social media and external signage at the development.

The plan

Through in-depth research into Peabody and the development we created “The New Way of Life” marketing message, this was to represent the vision of the development becoming part of the St John’s Hill community as opposed to an exclusive enclave within it.

Our initial marketing plan was for a teaser led campaign which culminated to a ‘soft launch’ event. Our main aim was to capture data and build a database through some of the following methods; a custom built registration landing page, local and national press and PPC through Google and Facebook.

Based on the success of these campaigns we ran a full public launch based on the build of the marketing suite by our sister agency Navigation Suites.

The results

Peabody were exceptionally pleased with the services we provided with some of our most notable results coming from social media.

  • Over 20% of registrations were directly attributed to the social media campaign.
  • 2,500 landing page visits were directly attributed to social media.
  • 155 registrations over a 10-week period.
  • In excess of 1 million impressions across Facebook and Twitter.