How Content Marketing Transformed Assemble’s Brand Campaign
Alongside four other agencies, Media Plus pitched for Assemble’s latest project at 4 Ballarat St, Brunswick and were selected for our strategy and campaign direction.
Assemble Futures is a housing model created by innovative developer, Assemble Communities that bridges the gap between renting and owning your home – an initiative that is a direct response to the lack of affordable housing and the very real challenge of homeownership in Australian cities.
Assemble Futures provides the opportunity to rent your home for 5 years, with the option to purchase at the end of the lease period. The applicant locks in a pre-purchase price and, with the support of a Financial Coach, works towards saving for a deposit within that time frame. This gives applicants the flexibility of living in their home whilst saving to own it – the average number of years to save for a property is approximately 7 years – before choosing to buy at the end of the lease period.
Media Plus proposed a media strategy with a two-tier approach: education and awareness on how the Assemble Futures model provides a supported pathway to homeownership; and then directing those interested applicants to the new apartments available.
As the Assemble Futures model focuses on ‘renting with the option to buy’ – education and explanation were crucial in the first phase of launching 4 Ballarat St. As education is an essential part of the customer experience at Assemble, Media Plus created a content marketing strategy to support this activity.
The Media Plus team was quick to identify an alignment between Broadsheet and Assemble’s audiences, negotiating and securing Assemble as Broadsheet’s first property client in its new content offering. Whilst the aim of this Broadsheet article was to educate their audience on the Assemble Futures housing model and offering at 4 Ballarat St, the article itself drove 115 enquiries in just 3 weeks – a number that all parties involved were very pleased with.
4 Ballarat St officially launched in May 2021 and within the first 2 weeks of activity, we saw over 200 email registrations and the first stage was fully committed in just 48 hours.
To read the full Broadsheet article click here. To find out more about the Assemble Futures model or 4 Ballarat St, Brunswick, click here.
Are you after assistance in implementing your own media strategies or advertising in the property industry? Contact Media Plus’ State Managing Director Ant Bray on 0407 850 603 or anthony@mediaplus.com.au.