REFRESHING A NATIONAL
FRANCHISE

REFRESHING A NATIONAL FRANCHISE

About the Project

Marc Hunter, Managing Director of Latitude Homes, approached Smokeylemon in 2017 looking for a ‘one-stop-shop’ for all his marketing needs. A brand refresh, a new website and an advertising strategy in both traditional and digital media were developed by the Smokeylemon team.
The Results

After just three months of the new marketing campaign started, Latitude Homes recorded the highest month of sales in its 10-year history and traffic to their website increased by 180%! Ads showed more than 3 million times on digital platforms (Google Search and Display Network and Facebook Ads), radio ads were heard 1.7 million times and press ads had 2.4 million impressions nationwide.

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STRATEGY

Wanting to grow business in the regions but lacking a strong marketing strategy, they approached Smokeylemon to develop a holistic marketing strategy that delivered integrated and unified communications across different channels and regions in New Zealand, driving customers to a new website and their local franchise.

Since day one we knew their principal belief: “Everybody should be able to afford their own home”. We sticked to this statement to strategise, design and implement their marketing actions.

Thorough market research enabled us to identify that the perception of their position in the market was not in line with their product offerings, price point or audience. Identifying this issue was not only crucial to developing a strategy that shifted them into a position where their audience would find them, but allowed us to develop communications that aligned with their audiences’ needs and desires. From that point on we were better able to understand their audience, investigate their competition and spot their unique value proposition.

LatitudeHomes Brand

BRAND

The brand needed a facelift and a new driving proposition. We organised several workshops with the Latitude Homes team to get to know and understand the brand’s attributes and personality. This led to a core document that would guide every marketing action with consistency across platforms.

LOGO
Our design team suggested a full brand refresh that included refining the existing logo. Latitude Homes’ revised logo maintains the brand values shown in the compass icon but uses a new colour palette and cleaner lines that makes it look modern and uncomplicated, reflecting the needs of their target audience.

LatitudeHomes print

WEBSITE

The most important aspect of the new website is its user-friendliness, not only for the front end users but also for the franchisees who can now update content and prices from an easy to use interface.

It generates brochures dynamically, when a user views a house design and selects a region, they can download a custom brochure with the house plans, price, description and contact details for that region. The site has an advanced search field, social media integration, a dynamic map that shows Latitude show homes across New Zealand, a wishlist and a set of guides for first home builders.

LatitudeHomes website

SIGNAGE

Brand consistency throughout all signage was key in making that all-important leap of visual recognition from seeing an ad in digital and print media to seeing the brand out in the street.

The familiar blue colour punctuated with a yellow strip at the top of the showhome sign catches the passing eye. We also remodelled the traditional safety posters to fit the brand, and created a branded message on a coming soon sign to indicate that "another Kiwi family is about to get a brand new home faster, easier, and for less than they expect." By placing the focus on the family and not the company it allows the viewer to place themselves in the picture and think, "Hey that could be me too."
Vehicle signage, clothing and trade show stands soon became part of the project, giving us more platforms to promote the brand to the public.

LatitudeHomes signage

DIGITAL MARKETING

Search Engine Marketing and Social Media Marketing: Online advertising campaigns through Google Ads and social media were developed. At the moment, we run, optimise and report on their campaigns on the Google Search and Display networks. The main target is people actively looking to build their first house. We also run social media advertising on Facebook and Instagram.

Search Engine Optimisation: The website content, as well as the metadata, are fully optimised in line with Google’s best practices.

Latitude Digital Marketing

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