CASE STUDY: BRAND & MARKETING STRATEGY
This project was completed with my team at ZGM Modern Marketing Partners.
The main marketing tactic used by Western Canadian home builders is price promotion and generic branding. Few home builders in Western Canada have a distinguished and recognizable brand.
Rohit Communities needs to stand out from the noise and disrupt the market with a strong brand position that resonates with the target audience.
Using a purpose-based brand strategy, we developed Rohit's purpose "to help everyone feel better about where they live" and positioned Rohit as a "Designer Homebuilder" based on its biggest differentiating factor: Designer Interiors™.
To immerse this new positioning into Rohit's brand, we developed three key messages that were used in all our marketing efforts: purposeful design, magazine-worthy interiors and attainably priced homes.
We overhauled the photography style and opted for sexy, moody, images of homes to depict Rohit's designer brand positioning.
Help everyone feel better about where they live.
The Designer Homebuilder.
We launched with the full brand campaign using Out-of-Home, radio, print, and digital advertising.
Web traffic increased by 6,815%, with 31% returning visitors
Showhome traffic increased by 76%
Rohit branded search volume increased by 120%
Direct traffic increased by 42%
Organic traffic increased by 40%
Leads increased by 132% in Edmonton, 344% in Calgary and 207% in Regina