Hazel Hatch, Celbridge, Co. Kildare
Background
Hazel Hatch Park is a mixed development of 301 units of varying size built by Maplewood Developments.
The Challenge
Hazel Hatch Park was primarily aimed at the first-time buyers and young families market - by far the most competitive sector of the housing market. Maplewood wanted to differentiate itself from three very similar housing developments that were launched in the immediate vicinity.
Our Approach
We undertook a competitive analysis of housing developments in the area. Hazel Hatch Park homes had a build and finish that was second to none and this was to be reflected in the promotional material.
We created a new brand identity for the development that would work well on marketing materials and also be engraved in stone on the entrance to the development. As such it needed to be a strong, solid image that wouldn't date - in fact, quite the opposite, the branding we created would mature with the estate.
The sales brochure and marketing material was next on our agenda. Supplementing the strong branding of Hazel Hatch Park, we used images of young families, rural settings, happiness and relaxation within the context of the brochure. These images sold Celbridge as an ideal location in which to live and bring up a young family while still being within a stones throw of Dublin city, the ideal location for young couples who wanted to live in the country and commute into the city.
To capture just the right images, we selected male and female models and planned and staged a series of photo shoots in the development and around the Celbridge area. This helped personalise the marketing materials and created a realistic story buyers could empathise with, much more effective than random, generic stock images.
The colours and imagery in the brochure and press advertising reflected Hazel Hatch Park as the rural idyll on the edge of the city.
The Result
135 units were sold in the first ten weeks - four times faster than a competing development in the immediate vicinity and far exceeding expectations. Positive feedback was received from the estate agents as to the effectiveness of the sales brochure and the client expressed complete satisfaction with the entire project.
The brochure won a Silver Award for Corporate Literature at the Irish Design Effectiveness Awards (IDEA) 2005.
'From a sales point of view, the Hazel Hatch brochure certainly conveyed a superb image. It is very informative and enhanced the overall perception and vision of the development. The quality of the brochure was excellent, making our sales job certainly an easier task.' Ms. Margo Gorman, Site Sales Manager, Coonan Real Estate Alliance.
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