With a bold vision to expand Lincoln, Carter Group needed a creative partner to craft the brand and marketing for their ambitious new development—one that would double the size of the township. They needed a strategic approach to launch and sell over 2,000 sections, positioning the development as an empathetic extension of the Lincoln community, while maintaining a unique identity.
Imagic won the pitch by showcasing our expertise in marketing large-scale subdivisions and presenting a vision for Earlsbrook that embraced Lincoln’s rich history and township charm, while also looking ahead to its future growth. We are thrilled to partner with Carter Group and their PR agency, Convergence PR, on this transformative project.
Objectives
- Coin a memorable name tied to local history and landscape, setting the tone for the subdivision’s identity.
- Create a distinctive brand identity and story that reflects Lincoln’s heritage and the natural environment surrounding the new development.
- Build a robust marketing strategy to sell over 2,000 sections across a 10-year plan.
- Successfully launch the first stage to generate immediate sales traction.
- Position the development as a natural, empathetic extension of Lincoln township offering modern living and lifestyle.
Our Approach
Brand Discovery Workshop
We began with a comprehensive brand discovery workshop, delving into the core values of the development, the lifestyle it would offer, and the profiles of potential buyers. This allowed us to build a marketing plan rooted in authenticity and a deep connection to Lincoln.
Naming the Development
Imagic coined the name "Earlsbrook," drawing inspiration from Lincoln’s heritage—the Earl of Lincoln—and the natural springs, waterways, and brooks that surround the area. The name captures the spirit of the location, connecting the development with both its history and its natural beauty.
Brand Development
Led by our art director, we created a visual brand identity that balanced the rural charm of Lincoln with a modern lifestyle offering, positioning Earlsbrook as a community-focused and desirable place to live. The brand speaks to tradition and innovation, ensuring broad appeal to potential buyers.
Website and Interactive Sales Maps
A compelling website featuring interactive sales maps was developed and launched, allowing potential buyers to explore available sections in real-time. This digital experience provided transparency and made it easier for users to engage with the project.
Lifestyle Photo shoot
To bring the vision of Earlsbrook to life, we conducted a photo shoot that captured the idyllic lifestyle potential of the community—showcasing families, homes, and the beautiful natural surroundings.
Integrated Marketing Campaign
We launched a multifaceted marketing campaign, covering both digital and traditional channels to maximise reach and engagement. From targeted online ads on Google, Facebook, Instagram and Trade Me, alongside radio and print media, to local media coverage through our PR partner, Convergence PR, each element worked together to build strong brand awareness and drive interest in the development.
Results
Imagic’s strategic approach, from the creation of the brand name to the successful multi-channel launch, has yielded impressive results early in the campaign.
- Successful Launch: Earlsbrook exceeded expectations by selling over 100 sections in the first week, setting the stage for a successful long-term project.
- Strong Brand Connection: The "Earlsbrook" name and brand identity resonated with buyers, effectively positioning the development as a natural extension of the Lincoln community.
- Website Engagement: The website saw strong traffic in its first few weeks, with the interactive sales maps generating excellent engagement, helping potential buyers explore available sections and local amenities easily.
- Robust Lead Generation: The integrated marketing campaign drove significant interest and strong lead generation, providing positive momentum in the early stages of this ambitious 10-year development.
With a successful start and a robust marketing plan in place, Earlsbrook is poised to thrive over the coming years. Imagic’s deep understanding of subdivision marketing, coupled with our creative strategy, has helped position Earlsbrook as the future of modern living in Lincoln, blending community heritage with future growth.
