NHG Marketing and Media Framework

Our definition of physical experiential is services which relate specifically to the presentation and delivery of our development brands, corporate brands and marketing campaigns on site or at events. Analogous to retail shop fitting, this service area includes, but is not limited to, all stages of show home and sales office production (from consultation, design and installation to refreshment and removal), marketing suite production (from concept to removal), maintenance of our onsite presentation and the design, creation, installation and deconstruction of our event and exhibition stands and all aspects of related compliance from health and safety to advertising standards. Each site we deliver is different and, so whilst we delivered tailored campaigns to specific audiences for each location, we also seek to balance this localised approach with a signature look where this is practical and deliverable so that the Notting Hill Genesis brand experience on site is of a consistently high standard, inspires confidence in our buyers (and our sales team) and stands apart from our competitors as the best experience. More information to follow in SQ and Tender documentation Additional information: To respond to this opportunity please click here: https://www.delta-esourcing.com/respond/47J5482GC4

Our virtual experiential lot comprises interactive sales tools and digital asset creation for a range of applications across of range of settings. The scope of services provided within this lot ranges from the small scale production of on site or location photography, computer generated visualisations and through to the development of fully interactive development models for us in marketing suites in concert with tablet based user interfaces backed by cloud-based technology which interact with our sales database to support a seamless customer journey. Recent experience has shown that, whilst virtual selling is more achievable to investors whether domestic or from overseas (particularly, for example, where the housing market is rising), residential occupiers are more reluctant to commit to a purchase without a physical, in-person viewing. In the years post-Covid 19, we anticipate that digital selling tools, already our highest source of leads, will become increasingly key to converting leads into sales and generating early campaign sales momentum, particularly at our larger developments We aim to produce sector leading content, that looks and feels highly desirable across the range of development types and price points that we offer and so content quality, accuracy and experience will be vital to this and will support our new sales website being developed in the later part of 2020.

This lot encompasses more than just the transactional element of buying media space, our appointed supplier or suppliers will support us in planning, strategizing, managing, reporting, evaluating and adapting our advertising campaigns across a range of relevant media from traditional print channels and outdoor advertising to digital advertising across search engines and social media. Our aim is to maximise our ‘bang for buck’ with our advertising campaigns. We manage publicly funded budgets designed to maximise our positive impact on the communities we provide homes and service for and so we expect our media buyer to share our focus on delivering excellent value for money through our campaigns – so that we effectively market our homes to the right people through the right channels. In this lot, we would look to suppliers to support individual development campaigns, composite campaigns, regional campaigns, integrated cross-channel campaigns and more above and below the line so that our opportunity to build convertible demand into new homes sales is maximised. Accountability here is key throughout the duration of this framework and reporting developed internally to provide meaningful data on marketing source by reservations and completions will be used to supplement and direct routine reporting provided by our chosen supplier – which we would expect both live and cyclically. Your strength of relationship with key media suppliers and other partners and ability to negotiate deals on our behalf will deliver demonstrable added value, whilst also contributing to additional public relations opportunities being generated for NHG.

NHG Sales public relations requirement is for a strong, positive and consistent presence across key property media titles at local, London-wide, national and internal level in support of our development campaigns (depending on the target audiences required for our development campaigns). Restlessly seeking new opportunities to position NHG sales developments to their target audiences, you will balance creativity, writing and editing capability and an eye for a good story, an appetite for learning as much about our new home developments, products and services as our own team and a contact book and reputation that makes you the go-to source for journalists as well as a source of housing market news for NHG Sales. Strategic planning in support of our campaigns will be key to ensure that each stage of the development life-cycle gets coverage when and where we want it. From taster, coming soon information on planned developments, thematic campaigns, launch campaigns, regional spotlights, awards entries, case studies, customer events, photo-opportunities and, where needed, crisis management support to end of campaign evaluation. As with our advertising spend, our aim is to maximise our value both to the public purse and our communities and so your ability to keep our team informed through effective campaigns and cyclical reporting that gives a clear account of advertising value equivalence, cross-channel/ media coverage garnered, audience attained and also qualitative feedback on how we’re perceived will be vital.

Brand, its quality and appeal is vital to our sales success. At the time of writing, our organisational/ corporate brand is under review and so, for clarity, this specification refers to the creation and application of specific development brands and/ or the application of our existing sales branding. Unlike mass housebuilders with templated property types and standardised corporate approaches to promoting their product in the housing market, we work with design agencies and other property marketing agencies whose offer is inclusive of a brand strategy and design function to develop bespoke brands for our developments that work across the channel range from digital campaigns to experiential and print. Each of our locations has a different personality, a different design, a different local target market and presents different opportunities and challenges. Our requirement ranges from support on small developments or developments where we offer fewer than 30 homes (where we will apply corporate sales branding to a development marketing name) to large scale, multi-phase, multi-tenure regeneration developments where we offer hundreds of homes for sales across private sale and intermediate market tenures (usually shared ownership) and have to navigate the balance between inclusivity of our existing communities whilst trying to attract new home buyers into them. Our agency framework will comprise agencies with a range of experience in the property marketing delivering identity, branding and campaign assets that are based on market insight, creative inspiration, audience evidence and motivations, an understanding of place, a synergy with design and a clear and compelling approach to supporting NHG products as leaders in the marketplace in the eyes of potential buyers. Agile in your approach to project management, you’ll be used to working on projects flexibly, allowing time for launch dates to be brought forward whilst managing our expectations and those of our stakeholders effectively so that, as well as a sense of delight in the outputs you create with us, there is a true sense that you are part of a one team approach to delivery.

From availability window stickers for individual homes to hoarding strategies, branded monarflex, site wayfinding feature signage, and planning permission and AA signage n applications to local Councils for regeneration estates – our requirement is wide-ranging. Signage suppliers appointed to our framework will have the capacity and capability, backed by relevant experience, to plan, design, risk assess, install, update, maintain and remove signage across the development signage life-cycle whilst meeting all applicable regulatory standards.