Cannon Kirk - Littleport
Our relationship with Cannon Kirk goes back to 2001 during which time the residential property market sector has seen prices reach unprecedented heights. The marketing communications challenge is putting a quality and value message into a market place where all builders profess ‘quality and value'. We have achieved this through constant vigilance in protecting Cannon Kirk's brand values.
The journey from selling a vision from nothing more than a field to maintaining the footfall numbers through the show homes every week demands a long term marketing strategy that allows for very different tactical approaches at each stage of the development. This was particularly true at a major development at Littleport in East Anglia. This site was entirely owned by Cannon Kirk which gave them total control over the design of the development. With potential for over 1,000 homes it dominated the local town of Littleport. Michael Broughton the MD had a vision for the site, which was to enhance the town by creating a traditional village atmosphere rather than a conventional housing estate.
The first requirement was for material that reflected the vision. It needed to capture the imagination many months before a single brick had been laid. We created a three part pack consisting of an overview brochure, a home styles brochure and guide to the local area.
Alongside this was press advertising, PR and, later the campaign evolved into more targeted mailings. The profile of the customers varied considerably and we divided them into four types: first timers, nest builders, executive and empty nesters. By profiling existing customers we found catchments areas that had the best potential. Choosing the relevant postcodes and economic demographics we carried out a door drop campaign designed for each one of our four customer types. Once phase one had been completed we produced a CD movie to capture the atmosphere and qualities of the development. This was available as part of the pack and from the website.