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Catalyst, The Printworks Media Campaign

A media campaign adapted around COVID-19 for Catalyst’s The Printworks development.

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How we helped

We were tasked by Catalyst New Homes to adapt to the ever-changing situation around Covid-19 and capitalise on the successful pre-launch media strategy that we had implemented in the months prior for The Printworks.

In partnership with the Creative team, we decided to run an exhibition-style online event to allow the registrants on the database an exclusive preview of the new homes and to take a first look at the virtual tour of the new show home.

A marketing campaign showcasing a housing companies new development

The strategy

For Catalyst New Homes, we developed a strategy for the Virtual Preview Event that allowed us to:

  1. Build on the success of the pre-launch/coming soon digital media strategy.
  2. Promote the event as cutting-edge and innovative from a tech perspective, but ensures that personal service element typical of an in-person appointment.

Our coming soon strategy allowed us to build a database of over 1,400 prospects before we even promoted the Virtual Launch Event. Via our Paid Search, Paid Social and Property Portals advertising we were successful in ensuring The Printworks was firmly front of mind for those looking to move in the Luton and Dunstable areas.


The execution

Our recommended media strategy in the 2 weeks leading up to the event included:

  1. Greater focus on re-marketing activities, ensuring those new visitors to the website were aware of the forthcoming event via the re-targeting ads served via Paid Social and Paid Search.
  2. Existing PPC activities/budgets dialled up with ad copy amended to promote the event.
  3. Paid Social Event Ads that ran concurrently with tactical development specific ads and were used to further bolster awareness of the event and drive response as measured via RSVPs.

In addition to assuming chief responsibility for the media scheduling and activation, we also worked with the client to ensure maximum value was generated from the database. Due to the client’s own governance rules, we weren’t able to leverage additional value from their first-party data (thinking about customer match opportunities on Facebook and Google platforms, as well as wider profiling opportunities), but this was discussed as a recommendation for future consideration, once they have overcome their own internal policy.

A Facebook marketing campaign showcasing a housing companies new development

What the client had to say

“The Media team have always responded to our needs quickly, but importantly, they have demonstrated where to add value and understand our market completely. We have always found Focus have demonstrated innovative thinking, and we feel completely comfortable that they have our best interests at heart when it comes to budget management and adding value.

“The combination of the above has led us to make the decision to award more schemes to Focus in the coming months and we will continue to enjoy a healthy and productive working relationship with the Focus team.”

1,479 Leads Generated

The coming soon strategy resulted in over 1,479 leads in hand before we even started promoting the Virtual Preview Event. This, coupled with the promotional activities in the month prior to the result, worked well in driving pent-up demand.

140+ Appointments Booked

We had 54 appointment bookings made within the first 6 minutes of the first promotional emailer being sent to the database.

By the time the Virtual Preview Event went live, we had over 140 appointments in hand.

10 Reservations

Off the back of the event, 10 reservations were generated.

80% lower CPL compared to industry standard

The coming soon activity and Virtual Preview Event led to an average CPL 80% below the regular industry benchmarks.