CASE STUDY 1: CARNEIL HOMES
Objective:
To give the company an effective corporate identity, position it in the marketplace and produce suitable marketing literature, press advertising and new website copy. Also to generate coverage through press releases on a newly launched development.
What was done:
Advantage PR recommended that a corporate slogan would give Carneil Homes a clearer identity as a quality family owned housebuilder with an excellent local reputation.
'Carneil Homes - Where Quality's Built In' was selected from a range of suggestions and backed up with a new company logo which was also given a prestigious look in green and gold.
This was used in all marketing literature including a corporate brochure and - for the first time for the company - local press advertising.
The brochure copy was slightly modified for the company's new website so that the same messages were used for all points of contact with clients.
Presenting the company as a small quality family owned housebuilder with an excellent reputation for high specification and natural wood finishings as well as the option to part design a new home, Carneil Homes achieved PR generated coverage for its new development at Gairneybridge, Kinross.
To reinforce the company's reputation for quailty workmanship and the use of the same tradesmen over many years, a press release was also done on the 20th Carneil Homes property completed by company joiner Peter McArthur.
Coverage achieved in glossy magazine HOMEPLUS SCOTLAND'S inaugural Property Section and in local Fife press.