WE ACHIEVE RESULTS FOR OUR CLIENTS
We are proud to work for a diverse selection of brands & businesses
We work for entrepreneurial start-ups & individuals, as well as established brands & businesses with a local focus.
We provide corporate & consumer communications, as well as brand positioning, design & development, to reach your target audience & achieve your media & business ambitions. We bring our global & local experience locally, for the benefit of our clients.
SOME RECENT PROJECTS
01. TURKEY MILL
REPOSITIONING & REBRANDING TO REACH A WIDER MARKET
THE TASK
REVITALISE THE TURKEY MILL BRAND AND SUPPORT TENANT MARKETING STRATEGY VIA TRADITIONAL MEDIAL & SOCIAL CHANNELS
The owners at Turkey Mill, a unique heritage business destination in Kent, contacted us in 2018 to help refresh their brand to better reflect their modern office offer. We have worked for them ever since.
OUR PROCESS
LEADING REPOSITIONING WORKSHOPS TO INFORM MESSAGING & UNDERSTAND BRAND ASPIRATIONS
With a number of parties involved in the decision process, we understood the importance of involving everyone from the start.
Following a comprehensive review of the existing materials, we led a number of workshops with all board members to gauge expectations, discover intel & develop understanding of our brief to:
Refresh the Turkey Mill brand & messaging
Position Turkey Mill as the best Kent business destination with modern offices within a unique heritage location
Drive awareness in local media to support tenant marketing objectives
Establish social media platforms
Better engage current tenants
Repositioning strategy agreed, we began to define new messaging & develop a detailed design concept to best represent their offer, keeping marketing objectives front of mind.
Turkey Mill is an exceptionally unusual location; next to major arterial routes making accessibility easy for tenants and visitors, steeped in history, surrounded by vast greenery and with a truly invested on-site management team. Modern facilities are available for both new and established businesses, whilst a central café, generous car parking and waterside benches ensure friendly interaction and movement around the park.
The idea of this modern office hub being nestled in such a secluded spot with a river running through informed our key position which continues to steer our messaging – Turkey Mill is a business oasis.
Likewise, the ambition to illustrate this ‘oasis’ informed our brand design. We kept Turkey Mill’s heritage green, but combined it with a modern serif font, new images and relevant pantones. We also went above our brief, creating and launching an emotive video to really bring the brand home.
With positioning, messaging and a refreshed look, we were ready to begin raising profile. We tapped into local media stories about greener working – highlighting air quality readings on site and wellbeing practices at work. We also generated attention for new tenants and created opportunities for manager Dougie to provide local journalists with current business comment.
Tenants, both new and existing, were considered and engaged with throughout all of our processes. Regular newsletters were rejigged to more appropriately deliver updates - which have become particularly important given the ever changing Covid-19 Government Guidelines. We have also worked to increase engagement, with new space such as a ‘Gardener’s Corner’, for resident Gardener Richard to share tips for tenants to create similar greenery at home.
Finally, social handles were established and we employed a fantastic local photographer to capture new images. Once we’ve properly ‘set the scene’, we plan to reveal the personalities at this brilliant oasis.
OUR RESULTS
DELIVERING A NEW BRAND TO DRIVE TENANCY & AWARENESS
Nearly two years on & our ongoing relationship with the team is stronger than ever.
Turkey Mill now has a new tone of voice, consistent messages and a refreshed brand design across a new website, social platforms, marketing materials & all tenant engagement.
Despite Covid-19 and the difficult conditions many office providers are facing, Turkey Mill has welcomed new tenants each month since our activity began.
The business oasis and team behind it have also enjoyed more recognition across local media, with owner & manager Dougie Lawson particularly enjoying his radio debut on Business Bunker, Kent Business Radio.
Social media channels are also gaining traction, with a great deal more planned over the next few months, so watch this space.
02. ELYSIAN RESIDENCES
SHOWING COMMITMENT TO BUILD TRUST
THE TASK
SECURING LOCAL SUPPORT FOR THE PLANNING PROCESS
Having acquired Tunbridge Wells derelict ABC cinema site, Elysian Residences needed to engage with the local press & public, to help shape their plans & build trust in their commitment to delivering a new cinema, homes & leisure space for the town.
OUR PROCESS
REBUILDING LOCAL TRUST FOR A SITE WITH A POOR REPUTATION
The former cinema site has passed from owner to owner since the Odeon closed its doors back in 2000. Now nineteen years later, the eyesore of a dusty neglected site in the centre of the high street has begun to get on the nerves of the local community.
So far 5 developers have acquired and sold the site, each unable to bring plans for a new cinema, or any form of development to fruition. However, the committed team at Elysian Residences are confident they could break the mould once & for all. They needed our help to share this message, as well as the positive benefits of their proposed scheme.
To change local perception, we set about advising upon the most positive messages for our local audience. We also secured meetings between key Elysian figures with prolific local media to ensure conversations kicked-off in the right way.
We prepared the team for a wider public consultation exercise & secured the attendance of a number of local influencers. We drafted concise messaging that was easily accessible to all, & ensured locals were aware of having the opportunity to share their views.
To drive further engagement, we secured Elysian a sponsorship position at The Times of Tunbridge Wells Business Awards & guided introductions to local businesses, opening important new networks & dialogue about the importance of the scheme for the area.
OUR RESULTS
DELIVERING PRESS COVERAGE AND A POSITIVE REPUTATION
Key local media titles The Times of Tunbridge Wells & Kent Live met with Mark Curry, Head of Development and Planning, & subsequently published positive articles about the scheme, rebutting former negativity & speaking with confidence in support for Elysian & their plans.
We ensured the media coverage directed the public to Elysian’s first public consultation event at Trinity Theatre & supported messaging & stakeholder attendance. Over the course of 3 days, the consultation successfully hosted over a hundred community members & provided the important opportunity for our client to listen to opinion & revise plans to meet local demand.
A growing sense of trust is clearly already developing within the town, with greater belief that the scheme will go ahead & that Elysian Residences is here to stay as a long-term developer & operator. Even the Leader of the Council William Benson voice his now voiced his public support for the scheme, as well as key local business influencer Julian Leefe-Griffiths.
03. FRASER REAL ESTATE
BUILDING RECOGNITION WITH INSIGHT
THE TASK
BUILD RECOGNITION FOR FRASER REAL ESTATE ACTIVITIES WITH CORE NATIONAL & REGIONAL PRESS
Fraser Real Estate focusses on providing real estate solutions to lenders & corporate occupiers. They engaged with us in 2019, looking to build a platform of recognition for their brand & services via the press & some marketing activity.
OUR PROCESS
USING DATA & INSIGHT TO HIGHLIGHT INDUSTRY CHALLENGES & PRESENT FRASER REAL ESTATE AS HAVING THE ANSWERS
Being a small company in a saturated property advisory market place, Fraser Real Estate wanted to carve out some profile to help gain recognition & solidify reputation with target clients.
Their main focus areas were to achieve national press in a broadsheet paper, build regular content to help with SEO and digital positioning & to target regional business press for small corporate occupiers with several leases.
Calvermont worked with the partners at Fraser Real Estate to develop a plan that consisted of three core parts:
Positioning Fraser Real Estate as recovery & restructuring specialists via data/research coverage in national/trade press
Positioning Fraser Real Estate as corporate occupier specialists, able to provide occupier property strategies & solutions, ensuring real estate portfolios are fit for business purpose
Launching an ongoing index or survey to show real-time views of the real estate industry
Given the technical nature of Fraser Real Estate’s expertise, we advised that providing stats, analysis & insight as a hook for nationals & trade/regional press would be the best tool to attract media interest.
We utilised our broad network to join together with the Local Data Company who agreed to provide some data on high street banks if we credited them in the story and demonstrated a positive theme in any press coverage. We added Fraser’s insight & commentary to the data to create a new story, which aimed to highlight Fraser Real Estate’s expertise in the corporate occupier market (on behalf of banks in particular).
Next we analysed insolvency stats to piece together a story that highlighted the growing number of housebuilders going into administration, together with regional trends & disparity between traditional lenders & challenger banks acting on distress. Through this we were able to demonstrate Fraser Real Estate’s legal knowledge of Property Act Receiverships, debt & lending markets, to explain trends, provide predictions & solutions.
Calvermont also worked with Fraser Real Estate to put together FIX – the Fraser Insight & Expertise survey – which interviewed senior figures across the industry to record their real on-the-ground market views This not only created interesting content for press, digital & social media, but also helped us to recognise trends that will eventually create an index.
OUR RESULTS
DELIVERING PRESS COVERAGE & A BRAND PLATFORM FROM WHICH TO LEVERAGE
Using our understanding of the nature of Fraser Real Estate’s business & our insight into what makes a story, coupled with our media relationships & broad network within the property industry, we were able to achieve top tier coverage for both the banking data corporate occupier story & the insolvency piece.
We secured an initial exclusive with The Times, who shared the story with loyal following of over 400,000 readers. Subsequent coverage then appeared in The Herald in Scotland, as well as a number of other trade & business publications. In total, articles reached over 1 million readers.
Furthermore, using our excellent relationship with the editor of EG magazine (the leading UK real estate publication), we secured a regular column for Fraser Real Estate, to enable the team to continue to publicise different aspects of their insight & analysis of the real estate market.
04. DEXTERS
ANNOUNCING AN IMPORTANT BUSINESS ACQUISITION
THE TASK
ACHIEVING NATIONAL & COMMERCIAL COVERAGE FOR DEXTERS’ ACQUISITION OF JACKSON STOPS IN LONDON
With an exciting acquisition in a challenging market place, Dexters wanted to tell their story in the crowded Brexit news pages. Working hand-in-hand with the team, we shaped their voice with concise messaging & media mapping, to deliver a proactive PR campaign with some sneaky news hijacking, which resulted in an Evening Standard reveal, as well as target coverage across the industry.
OUR PROCESS
ADAPTING THE STORY TO THE CHANGING NEWS ENVIRONMENT
Dexters had closed a deal to acquire the London & Surrey offices of Jackson-Stopps & wanted to be the first to let the public (via the media) know. However, their story had unfortunately suffered a leak, so they needed to quickly retain a front foot - to ensure any further news was told in the right way, with the right messaging.
We set-to-work advising on how best to handle internal & external questions which had resulted from the leak. We quickly drafted communications materials & collated comment from key players involved to set their story straight.
We worked closely with the key team to find out more about Dexters’ wider business, which enabled us to develop the news on the acquisition into a wider piece about their unusual successes, despite the challenging market.
Through ongoing engagement with the team and our media contacts, we were able to achieve much greater attention for our bigger picture story. We announced that group turnover had increased by over 1/3 in the last 2 years, that Dexters was helping 70,000 buyers & tenants find homes each month, & that there were new plans in the pipeline.
To provide a personal element, we also talked to the positive social & cultural side of the business, revealing that 90% of Dexters Managers had grown through the company, encouraged by invaluable apprenticeships & qualification schemes.
OUR RESULTS
DELIVERING PRESS COVERAGE & A POSITIVE REPUTATION
Using our industry knowledge, the current news agenda & an understanding of Dexters’ target audience, we were able to catch the attention of our journalist contacts & online influencers.
The team was delighted to learn their story had reached over 180 million readers through target titles the Evening Standard, Property Week, Estates Gazette, CoStar, PrimeResi & MSN.com, with a combined equivalent advertising value of over £150,000. They enjoyed having a voice on social platforms too, with over 150,000 impressions on Twitter in the first few weeks, as well as calls from business associates & BD targets who had read the positive news.
