Product category:
Marketing strategy and consultancy
News Release from: Clear Marketing Communications
Edited by the Marketingservicestalk Editorial
Team on 26 November 2007
Clear campaign builds foundations for
CALA Homes
House builder CALA Homes has revealed its new brand identity and integrated marketing campaign by Clear Marketing Communications, which won the agency the six figure account back in August.
As a result of a strategic review of its communications, carried out by Clear's consulting arm, the house builder has completely overhauled its brand communications - from its brand positioning to press advertising and brochures New brand guidelines, set out by Clear Marketing and CALA's strategic marketing group, will resonate throughout CALA's six operating companies in the North, East and West of Scotland, in Yorkshire, in the Midlands and in the South-East
This article was originally published on Marketingservicestalk on 6 Mar 2007 at 8.00am (UK)
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In addition to its new literature, the company - which spends GBP1.5m on advertising per annum - will launch a new press campaign this month, handled by CALA's media agency Space and Time Media.
The press campaign focuses on CALA's commitment to detail and the level of thought that goes into each and every CALA home, from the innovative use of light and space, to inspired design flourishes such as galleried staircases.
To underpin CALA's design credentials, headline propositions within the ads are written from the perspective of a CALA architect or designer, who extols the virtues of each property or development in a language the consumer can readily relate to.
A photo of the architect or designer and their signature add a further personal touch to the communication.
The creative also highlights the key design features and attention to detail.
Other collateral produced by Clear Marketing Communications includes a suite of brochures, on-site marketing, internal literature, creative for the website and digital marketing.
Jim Smith, managing director of Clear Marketing Communications, said: "Research showed that CALA was underselling itself; its attention to detail and outstanding design were reported as real points of difference in this highly competitive market and key drivers for consumers.
"Our work with CALA will ensure that every consumer that comes into contact with the CALA brand has a clear view of the superior features and level of care CALA offers, whether they are in Scotland or the Sout-East of England, and they see the 'wow' factor that sets CALA apart.
"We're looking forward to the results the enhanced communications will deliver".
Geoff Ball, executive chairman of the CALA Group, said: "The new branding will help further differentiate us as a quality house builder, which produces the same high, consistent standard of build and finish in all our homes, from small studio apartments to GBP1+ houses.
"The evolution of the brand and consolidation of our communication takes our strategic branding and marketing activity to the next level and will support the company in the delivery of our business strategy".
In the last financial year, CALA Homes completed 1,078 new homes in the UK.
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