Developed a local and global comprehensive social marketing program that could be applied at a hyperlocal level for each Meriton apartment development; From segmenting the property buying market, to lead management, paid social tactics, and a content marketing program.
- Challenge: Rather than treat all social networks as one and the same, focus was to understand what different consumers want in the property market across different social networks.
- Strategy: Started with understanding the offline apartment buyer's demographics, lifestyle and media habits. When combined with social network activity were able to segment business and consumer communications to different social networks, thus reducing future wastage. An extensive lead management, crm and sales program developed to follow the property buyer through to purchase on Australian and Asia Pacific social networks.
- Result: Evolve developed a strategic framework for Meriton to attack social networks by tailoring different social media marketing tools to the different customer segments. These will be deployed in future marketing campaigns to facilitate more cost effective apartment marketing and selling via social networks.