STRATEGIC COMMUNICATION Property Project development marketing2 Our Consultancy Our unique offering 5 How we work 6 Our approach 8 Our team 10 Case studies 19 Contents T: 08 8412 4100 E: central@hughespr.com.au | www.hughespr.com.au Level 1, 187 Rundle Street, ADELAIDE SA 5000Hughes works hand in hand with its clients, their consultants and sales teams to provide a seamless solution to project positioning, brand awareness and marketing.4 Land Development clients Apartment Projects Construction / Industry Infrastructure5 Our clients include some of the most respected names in the development industry, including: § AV Jennings § Adelaide Development Company § Asian-Pacific Group § Cedar Woods § CIC Australia § Defence Housing Authority § Delfin Lendlease § Fairmont Group § Hines Group § Macquarie Bank § Makris Group § Pioneer Housing Group § Premier Capital Developments § Renewal SA § SA Housing Trust § Starfish Developments § Urban Development Institute of Australia (SA) § Urban Pacific Limited § Urbex § Victorian Office of Major Projects § Greaton Group The consultancy has also supported major development projects for Adelaide Convention Centre and Adelaide Airport Ltd. Collectively, the projects on which the Hughes team has worked have delivered new homes and apartments worth many billions of dollars for tens of thousands of Australians across SA, Victoria, New South Wales, Queensland and the Northern Territory. Since 2010, Hughes has extended its services and applied its expertise beyond public relations and marketing communication to provide a comprehensive single-point solution to branding, marketing and sales support – working hand in hand with our developer clients, their consultants and sales teams to provide a seamless solution to project positioning, brand awareness and marketing. Our broad and deep experience makes us unique: § As a result of our involvement in projects from the earliest stages, we understand the internal and external forces which shape them. In fact, our ability to share almost three decades of learning often contributes to a project’s final form and positioning; § Our independence and ‘third party’ perspective adds value to the marketing process and sales outcomes; § The agility, flexibility and consistency provided by our ‘single service point solution’ benefits clients and their teams through informed, timely, seamless and cost effective delivery of communication support and market collateral; § This extends beyond setting up a project for success into driving ongoing market awareness through events, publicity, and social and digital media including video production. Our unique offering Hughes has over 25 years experience supporting the property development industry nationally – from project conception and approval through to delivery, marketing and sales support.6 Level 1 Our consulting team is adept at managing community expectation through information and consultation. We understand the politics of planning and development and can position client organisations and projects for success among key influencers and advocates. Our ‘media savvy’ – embodied in the DNA of our consultants – assists in positioning projects for success. Level 2 Hughes understands 'brand', the influencers of brand value and how to ensure brand promise meets delivery. This includes building and protecting client reputations. Calling on the expertise of our research partners for psychographic insight to target markets when required, we will ensure our clients understand their target market and their motivations – shaping brand, imagery and messaging to ensure maximum appeal with maximum efficiency and cost effective spend. Our in-house team spans graphic design, video and digital media experts with the experience and expertise to create and apply cut-through branding, assisting buyers in visualising products and engaging them in lifestyle. Our ‘single service point solution’ allows collateral ranging from signage, site presentation and display suites, to websites, brochures, video and social media to be developed with a high level of consistency and quality in a timely, cost effective manner – but most importantly in a way which consistently communicates a project’s brand. Level 3 When the sales team moves in, most marketing agencies step out. We step up – in step. Working side by side with the project sales team, the Hughes team applies its skills to generating interest and cultivating leads through traditional publicity, events, social media campaigns and captivating content, including video – in support of the sales process. Our goal? A sell-out project and an invitation to assist in marketing the next. How we work Hughes prefers to be in on the ‘ground floor’ – working to shape a project’s success from a firm brand foundation to topping out and selling out.Issues & Crisis Management Publicity & Media Management Media Training & Monitoring Stakeholder Engagement Communication Audits Publication & Feature Writing Employee Relations Brand Building Visual Identities Publications & Reports Stationery Design Infographics Websites & Digital Communications Motion Graphics Advertisements Signage Digital Strategy Development Content Generation Social Media Management Social Media Policies & Guidelines Social Media Training Social Media Monitoring & Reporting Digital Communications Concept Development Art Direction Filming & Editing Location Scouting Professional Voiceovers Talent Direction Animation & Motion Graphics Aerial Drone Filming Media Training Social & Digital Media Training Presentation Training STRATEGIC COMMUNICATIONS Our SERVICES Hughes is experienced and adept in the development and implementation of integrated communication and marketing strategies which are targeted, accountable and effective. 8 Our experience has demonstrated that the best results are achieved through the establishment of a seamless working relationship between developer, selling agent and project consultants – reporting to the project control group led by the project manager. Marketing and Communications Strategy Hughes has built a reputation over 25 years for its strategic approach to communications through a recognition that every client and project is unique. Our approach sees the development and implementation of an integrated communication and brand strategy that’s targeted, measurable and provides a strong return on investment. The strategy would be based on a solid shared understanding of (among other things): § Client goals (and hence, measurable outcomes); § The competitive marketplace (including comparative Strengths, Weaknesses, Opportunities and Threats); § Key stakeholders and their attitudes (preferably verified through independent research) and points of influence; § Resources (including skills, existing communication channels, networks and advocates); and § Adopting only the most relevant tactics and delivering them in a timely manner. In our view, integrated and consistent communications are the key to delivering client value in a market where people’s consumption of information, news and advertising are increasingly fragmented. In the property sector (like many others), you can no longer rely solely on traditional marketing methods and tactics. Methodology 1. Research § Conduct initial desktop research regarding industry best practice and competitive landscape research for brand identity (local and interstate); § Provide recommendations on the type of identity to develop or refinements to existing brand based on research / insights. 2. Strategic Brand and Communications Framework § Develop identity themes based on industry best practice and competitor analysis; § Identify brand pillars that define what’s unique about the brand; § Clearly define audience segments; § Define key service / product offering to be communicated; § Define brand identity. 3. Brand and Communications Strategy Application § Develop a narrative (based on competitor SWOT analysis and sustainable and strong unique selling propositions (USPs)) which can form a universal basis for future communication; § Identify or develop engaging content (for media and other stakeholders) including examples of USPs which can be used to demonstrate strengths/ key messages (i.e. significant events and milestones, new partnerships); § Identify points of entry and the most relevant communication channels through which to reach and influence key identified stakeholder groups (i.e. traditional media, digital and social media, events, onsite signage, business, government, industry); § Identify and equip ‘ambassadors’ and advocates with consistent messages to engage with stakeholders at a high level (including media training and presentation training where required); § Prioritise opportunities according to their ability to deliver desired outcomes – with a view to maximising the return on investment and ensuring cut-through to key stakeholders; § Coordinate communications in a manner that ensures consistent, timely messaging and maximises cut-through while minimising ‘noise’. Our approachCLIENT BRIEF SITE TOUR / RESEARCH / COMPETITOR ANALYSIS COMMUNICATIONS STRATEGY & BRANd DEVELOPMENT / REFINEMENT BRAND AND STRATEGY APPLICATION 123 4 VISUAL IDENTITY DIGITAL /SOCIAL MEDIA STAKEHOLDER MANAGEMENt MEDIA - EARNED/PAID Signage | Collateral | Website | Displays Policies | Content | Analytics | Channels Community | Government | Industry | Influencers TV | Radio | Online | PrintNext >