— The Client
Woodlea Estate, a joint venture between Mirvac and VIP is a master-planned community in Melbourne’s western region with over 7,500 homes.
Positioned at the forefront of the residential master-planned community landscape, Woodlea sets the benchmark for modern community living as the leader in both community development and sales.
- —Brand Activation
- —Content Marketing
- —Influencer Marketing
- —Public Relations
— The Situation
After a highly successful launch period, Woodlea was seeking a fresh approach to the creation of unique campaigns and initiatives that would drive not only media awareness, but also foster community engagement and develop a brand position as one of the most innovative developments Australia has ever seen.
— The Solution
Greenpoint was appointed to manage the public relations and communications for Woodlea in order to maximise project visibility, further boost sales across both the townhouse and general lots, whilst also building upon existing community engagement initiatives.
The primary function of our campaign is to reinforce Woodlea as the leading land estate and community in Melbourne’s West, keeping it front of mind for purchasers and the nearby community, while also further building Woodlea’s presence within the Australia property market.
— What did we deliver?
Since February 2019, Greenpoint has delivered:
Greenpoint developed a multi-faceted approach that aimed to secure online, print and social media coverage within key targets across through the following initiatives.
– The campaign activity has built awareness around Woodlea and increased share of voice within the relevant markets and media. This includes:
– Managing media opportunities, enquiries and relationships
– Ongoing media angle and release development
– Influencer management
– Profile building through proactive commentary pitching
Greenpoint has produced ongoing weekly blogs, editorial, EDM and management of the Woodlea Instagram page.
BRAND ALIGNMENT & ACTIVATION:
Planning of campaigns and creative activations for Woodlea surrounding key milestones.
With a focus on storytelling, Greenpoint has executed a range of public relations activities that build awareness around Woodlea’s efforts to become Australia’s Healthiest Community. Strategic targeting of relevant media resulted in engaging coverage in a wide range of media outlets across metro and local print, TV, radio and online.
Since February 2019, Greenpoint has created compelling brand partnerships, content and PR campaigns that translate into onsite activations, brand awareness and community engagement as a means of associating the name with the place. Each of our concepts will be aligned to driving foot traffic into the development to maximise value.
Run for Kids 2019
In order to extend the reach of Woodlea’s brand and sponsorship of the Run for Kids Short Course, Greenpoint launched an influencer campaign that collaborated with local fitness, lifestyle and family-focused influencers to promote Woodlea’s Short course and encouraging sign-ups and attendance of the 5km race.
Strategic targeting of social media influencers resulted in social media reach of 658,824 potential people being exposed to the Woodlea brand and sponsorship of the Short Course.
Over the duration of the campaign, Greenpoint also engaged in ambassador marketing. From the inception of proceedings, when sourcing a relevant ambassador (aligning with the Woodlea brand), to liaising with and securing Sharni Layton, Greenpoint has been dedicated to ensuring requirements and deliverables were met.
CAMPAIGN PLANNING & MANAGEMENT:
Guinness World Record 2019
With Woodlea’s objective to amplify their annual event and make this year’s soccer clinic their biggest yet, Greenpoint conceptualised an Official Guinness World Record from ideation through to execution.
On October 26, 2019 Woodlea achieved the world record for the greatest number of people attending and participating in a football (soccer) lesson at a single venue with a total of 835 participants.
Greenpoint leveraged the Official Guinness World Records attempt to generate widespread publicity resulting in live national free-to-air television, metro news bulletins, as well as a nationally broadcasted radio interview.
Throughout the one-month live campaign, Greenpoint executed a creative press campaign that aimed to secure media coverage within key media targets. The campaign included tailoring content to target lifestyle, news and sports respectively to ensure maximum media traction and impact while transcending the property pages.
150 million - Combined Estimated Reached
Multiple key brand partnerships developed surrounding key project activations, such as beverage partnerships, sporting brand alignments etc
Developed unique activations leading to major media coverage, such as the Guiness World Record attempt
Developed campaign strategy to create the ‘Healthiest Community’ in Woodlea
Content, Influencer & Ambassador Campaign
Humans of Woodlea content series developed from ideation through to execution
Ongoing delivery of content and campaigns
Appointment of key brand ambassadors for multiple campaigns, from micro to macro level influencers