PROPERTY DEVELOPMENT COMPANY BRANDING AND MARKETING: CASTLE ROCK
We were excited when we were called in by the Grid Group to develop the brand and marketing for Castle Rock. This upmarket development is based in Cape Town and has unique views of both Table Mountain and the Castle – hence the name Castle Rock.
Like all branding projects, we researched the target market. With property development the question we look at include:
WHO WILL THE BUYERS BE?
We look at their demographics, spending habits, likes and dislikes. In this case, the housing development is well suited at a younger market living there due to the proximity to tertiary education. However its likely that their parents, or investors will be purchasing. So we needed a brand which is professional enough to appeal to both a younger and more mature audience.
WHAT DOES THE DEVELOPMENT OFFER?
We looked at what the area had to offer – this became the predominant feature of the marketing material, showing the lifestyle and recreational offerings that Cape Town is known for.
HOW WOULD IT BE MARKETED?
With Grid having such a strong reputation in the market, they already had a great connection network in place. So we designed a brochure and emailer to send out to this network. This was supported by a website where people could go to for more information. Finally, we set up and branded a Facebook page for them to promote the development on social media. We worked with their digital marketing team to create adverts which they used in their paid advertising campaigns.
The final brand development included: