- We work in close partnership with our clients to create robust, intelligent marketing strategies based on customer needs and business goals.
The Nightingale Quarter is one of the largest city centre regeneration development sites in the UK, covering more than 18.5 acres.
The housing development is truly unique, incorporating nearly 800 city centre homes amid six acres of green open space, parkland and gardens. Sympathetically designed to incorporate the iconic Victorian ‘Pepper Pot’ buildings, which will remain on site as a permanent reminder of the heritage of the development.
StrategiQ were commissioned to develop and launch a fully integrated marketing strategy – incorporating brand creation, web development and multi channel lead acquisition strategies to capture and engage prospective buyers throughout the buying cycle.
We formulated a strategy that is underpinned by our clients business objectives, conscious of every stage of the sales journey from awareness, capture and nurture through to conversion.
For the brand, we needed to ensure that we captured an essence of the uniqueness of the development. So, naturally, the ‘Pepper Pot’ buildings were our start point for the logo. Using the architecture of these iconic Victorian buildings, we were able to marry the old with the new.
By incorporating elegant shapes and lines to hint at the quality of the development, we could also subtly build the letter ‘Q’ into the logo. The logo now does more than most, it visualises the developments location, is built around the history and reflects the quality and attention to detail of the new homes.
We structured our video marketing campaign and supportive marketing outputs in a way that respectfully presented the heritage of the original site, the Nightingale Hospital, the future housing development and Derby City as a whole.
Drone visuals were to play a key part in the initial video marketing, to not only indicate the geographical location of the site but also give a unique perspective of the Victorian Pepperpot structures that were being restored.
Video energised the wider brand awareness campaign and on-going marketing of the development, highlighting the unique opportunities available to both buyers and investors. In addition to video, photography was also an important requirement to use on the bespoke website being built (qderby.co.uk) as well as feeding all of the marketing channels.
The website needed to be focussed around a clear UX, to ensure leads coming through from the tributary marketing channels such as social and email were nurtured and captured.
We created a website that acts as a central hub of development activity. A destination that understands its target audiences. where users can access the information they need, photography, CGIs, Virtual Tours and video content with ease.
Overall, we’ve developed a brand and marketing strategy that has solidified our relationship with Nightingale Quarter. We are looking forward to continuing our support with a fully integrated marketing campaign that is delivering results and selling properties.
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