Environ Communities

Brief

Environ Communities has an holistic approach to developing sustainable housing where house design works with garden design and landscaping to ensure that the home is a long term commitment where a home owner can enjoy a family lifestyle. Green Energy Group was asked to launch and promote the company’s latest development, Oaks Hamlet at Kings Hill, where the landscaping features indigenous species to encourage bio-diversity and overall sustainability.

Issues

Home buyers are used to buying a house for its price and location. They are not yet used to buying into a development like Oaks Hamlet, where the design concept has ensured that everything is designed together and where Environ Communities’ customers are making a lifestyle commitment to the development. Oaks Hamlet has engendered a community spirit among homeowners which is unusual for newly built housing developments.

Campaign

A media relations campaign for Oaks Hamlet, working in stages, was targeted initially at the property sections of the national broadsheets using one of three specific newsworthy angles to interest journalists. Placement was achieved using a multigenerational living story and subsequent placements were achieved focussing on vegetable gardens, country houses and open-plan living, all key elements of the Environ story. Targeting included specific journalists with interests in the environment, design and landscaping. This was backed up with regional coverage in key local publications.

Results

Press coverage kicked off with a double page editorial article in the Times, followed by two pieces in the Daily Telegraph and further pieces in the Daily Mail and Sunday Telegraph. Coverage also appeared in Country Homes and Interiors. The regional target audiences were reached through coverage in Kent Life, Kent Business and the Kent Messenger group titles providing a good all-round reach to the target audiences.

Testimonial

"We needed a consultancy that genuinely understood how our team works to create something that is different from the normal. Green Energy Group has provided this and has understood the overall value of our approach to housing design and sustainability. This has meant better communication with journalists and a clearer message getting out there."
Tony Dowse, Executive Chairman, Environ Communities.

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