Building brands and branding buildings. Case Challenge 2017

Transcription

1 Building brands and branding buildings Case Challenge 2017

2 Visualisation from Ceres PANORAMA

3 Building brands and branding buildings Case Challenge 2017 Customer A. Enggaard A/S Challenge The market for new-build property developments in Aarhus is highly competitive, so it can be a challenge to make your residential property project stand out and look attractive to the target group. Output Recommendation of media strategy outlining the most effective way of selling large-scale residential property projects and of using branding to make such projects look attractive to potential new home owners. B. Identify those phases of the journey during which it is particularly important to communicate with the prospective home buyers. The result must be a recommendation for a media strategy setting out arguments in favour of the proposed strategy, tactics and tools as well as the media to use to convince customers that they should buy a home in one of the A. Enggaard A/S residential properties. The recommendation should include digital marketing tools such as SoMe and Google AdWords. The paper must touch upon the following: A. Describe the home buyer s journey to buying a home and the parameters which are important for home buyers today. You may want to base your description on a number of different target groups and segments (young people, elderly people, couples, young families and singles). 3

4 Background A. Enggaard A/S is one of the largest private construction companies in Denmark. It is headquartered in Aalborg, but is engaged in activities all over Denmark. As can be seen from the Byggefakta tables below, in 2016 the company was the developer behind more construction projects than, e.g., the City of Aarhus, and as a main and turnkey contractor, A. Enggaard A/S was surpassed only by MT Højgaard. The company builds residential properties as well as hotels, offices, shops and other types of property. In Aarhus, A. Enggaard A/S is, among other things, known as the developer of the entire Ceres City project. Read more at ceresbyen.dk (in Danish). In recent years, A. Enggaard A/S has worked closely with the communications and design company Creative ZOO on the branding of a number of large-scale development projects in both Aarhus and Fredericia. Among other things, Creative ZOO helps to develop project identities and storytelling as a way of boosting project sellability and ensuring a more targeted focus on different target groups and segments (see the enclosed article from Børsen (in Danish)). You can read more about Creative ZOO's working methods and processes at TOP 10 PLAYERS BASED ON CONSTRUCTION PROJECTS COMMENCED IN 2016 Developers Number Price DKKm Københavns Energi A/S 22 4,738 Banedanmark City of Copenhagen 66 1,368 A. Enggaard A/S, Entreprenør- og Byggefirma 6 1,168 City of Aarhus 58 1,133 Danica Ejendomsselskab Aps 5 1,065 Capital Region of Denmark 19 1,013 Central Denmark Region Calsberg Byen P/S Pareto Securities, Denmark Main and turnkey contractors Number Price DKKm MT Højgaard A/S 26 4,072 A. Enggaard A/S, Entreprenør- og Byggefirma 12 2,550 NCC Construction Danmark A/S 19 2,105 KPC Copenhagen A/S 11 1,647 Hoffmann A/S 16 1,335 Casa A/S 14 1,326 DS Flexhal A/S 4 1,206 Dansk Boligbyg A/S Per Aarsleff A/S Raundahl & Moesby A/S

5 Good to know When putting a new residential property development on the market, it is crucial that you do not spend your entire communication and marketing budget too early, leaving you with no leeway to tackle a situation in which sales grind to a halt. A period of one to two years is usually allowed from the start of the sales process until the homes must be sold. In optimising marketing budget spending, it is therefore important to factor in the desired objective of selling all the flats prior to occupation. However, Aarhus is characterised by fierce competition from a large number of other residential projects which are for sale at the same time. You must therefore ensure that your project makes the strongest possible impression on the intended target group(s). Inspiration You can find inspiration in Creative ZOO's marketing and communication materials for other A. Enggaard A/S residential projects here: Ceres City in Aarhus (including Ceres Hus, Ceres Park & Ceres PANORAMA) Søndervoldgade Kvarteret in Fredericia (including Langebro and Bådhusene) The paper may be submitted in Word, Pages, PowerPoint, Keynote or PDF format. 5