Kirk Apartments

The Client

Kirk Apartments, Burwood is a Retirement Living complex located wholly owned and managed by Presbyterian Aged Care located in the inner west of Sydney.

The Opportunity

Already built and not being purchased ‘off-the-plan’ Kirk Apartments had historically been sold as a real-estate proposition rather than a retirement living service with a resultant lack of enquiries

The Brief

Develop a campaign to raise awareness of Kirk Apartments and generate warm leads.

The Objective

Generate interest in Kirk Apartments as a retirement living option for those already living in Burwood and its surrounding suburbs.

The Strategy

Market research was conducted, the market was segmented, key targets defined, and three buyer personas identified. Key motivators were mapped, and a brand position developed leveraging of off Kirk Apartments geographic location and proximity to amenities and services. The campaign was created around the line ‘Home at the Heart of Everything’ and delivered through a mix of digital, outdoor, direct mail and CRM channels.

The Response

The response was overwhelming. The first information session arranged for three weeks after the campaign launched was booked out within a fortnight and another for the same day had to be organised. The sessions for the following month were also overbooked and with further information sessions being added. Within 12 months, Kirk Apartments was entirely sold out.

Deliverables

  • Brand
  • Brand Identity Design Development
  • Website Design and Development
  • SEM Campaign (Google Display)
  • Print Advertising
  • Signage